Performance marketing firm Performics saw a large rise in the percentage of its clients’ overall paid search in 2010 originating specifically from mobile search. Mobile search, in fact, is on pace to become at least 10 percent of paid search clicks for all of Performics’ customers in the next couple of months, and projections for 2011 indicate that mobile will be as much as 16 percent of all paid clicks generated by Google by the end of next year.
For example, Black Friday marked the single strongest day of mobile searching and clicking ever for Performics clients. Thanksgiving also posted strong mobile activity, in line with desktop holiday search trends.
While 2010 wasn't quite the year for mobile search overall, the surge in mobile impressions and clicks during Q4 indicate that 2011 could be mobile search’s breakout year. Mobile search cost-per-clicks (CPCs) are, on average, 59 percent lower than desktop CPCs and continue to fall month-over-month, making mobile a highly efficient channel for advertisers.
Conversion rates are still lower for mobile search than desktop, however, suggesting that advertisers should focus on improving the mobile site experience. But the trends all point in one direction — that mobile paid search will be an essential part of a successful 2011 performance marketing program.