Mobile Paid Search
The swift acceleration and acceptance of tablets and smartphones, such as the iPad and iPhone, is changing the way consumers interact with companies and conduct their purchasing transactions. Now, new research predicts that mobile devices will make up one third of all paid clicks in the U.S. and reveals that mobile paid search campaigns resulted in a higher click-through rate (CTR) at a lower cost-per-click (CPC).
To understand how these consumer behaviors and trends are impacting advertising in the digital age, Marin Software, a San Francisco based software company that provides marketing and advertising entities revenue platform solutions and tools, analyzed 2000 brands with respect to paid-search campaigns. The results of their findings are published in the white paper The State of Mobile Search Advertising in the World , which focuses on topics such as paid click, conversion rates, and optimizing mobile search campaigns.
In conducting their research, Marin examined mobile search campaigns from 13 nations around the globe, including China, UK, Australia, and the US.,and which comprised of over $4 billion in worldwide paid-search spending.
While nearly every aspect of the mobile device space is enjoying explosive growth, the figures pertaining to paid clicks are even more striking. By 2012 year’s end, mobile paid search represented just slightly less than 25 percent (24.3 percent) of all paid clicks. It also represented more than 18 percent (18.4 percent) of company’s search budgets. Yet, according to Marin, mobile paid search could increase to 33 percent by the end of 2013.
What’s more, Marin found that while paid mobile search campaigns resulted in high click-through rates, the conversion rates were relatively low. One explanation for this is that customers browsing on their mobile devices for an item to purchase wait until they are home and can log into a desktop computer before completing their final purchase.
The whitepaper also noted that the mobile market in the United Kingdom is more developed than the mobile market throughout Europe, and is as developed or even more developed than the mobile market in the U.S.
What Does This All Mean?
The message is pretty clear in terms of technology and marketing: As mobile becomes the new norm for communication, information gathering, and purchasing, Marin’s forecast about the influences of mobile paid search advertising should be on the forefront of marketers minds, particularly in terms of device targeting. With tablets and smartphones continuing to soar in popularity and showing higher click-through rates and lower cost-per-click rates than desktops, it’s behooves marketers and those with web design careers to take full advantage of mobile paid search campaigns.
For more information on mobile marketing, mobile paid search advertising and creative staffing, visit Artisan Talent. We feature updates on the state of marketing and also provide opportunities for professionals seeking marketing or web design careers to be matched with clients interested in hiring them. Visit www.artisantalent.com to learn more.
Elizabeth M is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.
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