Mobile Ads Capture Nearly 50% of Paid Search Spend in Q4
Advertisers amplified their focus on mobile devices during the 2014 holiday season according to a new report from Marin Software.
The report reveals that marketers directed 49 percent of their paid search budget to tablets and smartphones in Q4, which is up from 42 percent in Q3. The data also shows that smartphones and tablets accounted for 39 percent of clicks on paid search ads, and that the click-through rate (CTR) of search ads on smartphones was 38 percent higher than the CTR of desktop ads. Moreover, 31 percent of conversions on search ads came from mobile devices. These stats support the fact that consumers are becoming more comfortable with using mobile devices to complete purchases.
It is also important to note that Marin Software’s data shows advertisers also invested in mobile on Facebook, with 57 percent of spend directed to mobile devices. That said, 63 percent of Facebook ad clicks came from mobile devices, but mobile only accounted for 34 percent of conversions on the social network. Additionally, Marin Software examined cost-per-click (CPC), and found that search ads on desktops hold the highest CPC, while mobile ads on Facebook rank the lowest.