Mobile paid search accelerates, measurement lags

Mobile paid search accelerates, measurement lags
SHARE
THIS



Mobile devices will account for one-third of paid-search clicks and search budgets by December 2013 after the segment nearly doubled during 2012, global research by US-based Marin Software has found.

The technology company was able to look across a portfolio of brands and advertisers totalling more than $4 billion in combined annualized search spend. The daya was skewed towards organisations spending more than $80,000 per month on paid search.

Despite the near-doubling of advertising investment in mobile search, this effort still lagged behind the overall click share of mobile devices.

However companies are failing to accurately track the conversion rate of mobile clicks, because many of them are resulting in a store visit or a phone call. A majority of marketers are not using store locator or click-to-call techniques with their mobile adverts to track these conversions, the report found.

As a consequence, raw data is often pointing to desktop PCs as still being a more efficient conversion medium, even though mobile devices and tablets both have higher click-through rates.

The study also found that while the cost-per-click rates on mobiles remain cheaper than PCs, there was a substantial level of inflation as brands competed for the inherently limited space on mobiles, while tablet cost-per-click rose to close to parity with PC cost-per-clicks.

The full study, How Smartphones & Tablets Are Changing Paid Search – 2013, can be found here.

Please login with linkedin to comment

Latest News

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]