Mobile Accounts for Growing Share of Paid Search Market

More consumers are turning to their mobile devices to search for items to buy which is generating an uptick in the mobile search channel. For now, it seems that there’s a higher click-​through rate on mobile devices than for computers. As a result, analysts are encouraging marketers to allocate a larger percentage of their ad budget to mobile search.

According to statistics published by Marin Software, consumers are more likely to click on ads that appear on search engine result pages when they show up on smart phones or tablet screens. The exact numbers for click-​through rates look something like this:

  •  Computers 0.95%
  • Smart phones 1.25%
  • Tablets 1.31%

These higher click through rates are associated with more traffic overall. For example, for paid ads that were clicked in the fourth quarter of 2011 in the Marin study, tablets accounted for 4%. Smartphones comprised 6% of the traffic. This is a significant jump in quarter over quarter traffic. Matt Lawson, Marin Software vice president of marketing says that, in total, mobile devices were linked to 5% of paid search clicks in the third quarter of 2011.

The growth in this channel prompted Lawson to note that retailers must develop paid search campaigns that are unique to mobile commerce. “Write creative specifically for the mobile screen,” is one example. Marketer strategies should include short and direct words. In addition, retailers should encourage mobile users to visit the local store because these consumers are often looking for store information instead of trying to buy online.

[Source: Woodward, Kevin. Smartphones, tablets, CTRs. InternetRetailer​.com. 26 Jan. 2012. Web. 7 Feb. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.