- Posts tagged Mobile Search
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Mobile Search Ad Spending, Jan-Dec 2011 [CHART]
According to March 2012 data from online advertising management platform Marin Software, paid search spends share of US mobile advertising continues to climb. In January 2011, paid search accounted for 3.4% of US mobile ad spending. By December 2011, that share rose to 8.7%. Read the rest at eMarketer.
Top US Local Mobile Search Categories, Q4 2011 [CHART]
When AT&T Interactive broke down the searches according to platform, it found that restaurants and automotive remained the first- and second-most frequently searched categories on both mobile devices and PCs. Mobile users were more likely to look for movie theaters, beauty services and hotels than their PC-using counterparts, reflecting smartphone users’ desire for information on nearby services. The report found that users were more likely to use PCs to search information-intensive categories, such as finance, real estate and legal services. Read the rest at eMarketer.
Mobile Search Ad Spending Up 221.1% [CHART]
Paid search spending grew 30.3% year-over-year in Q1, according to an April 2012 report from IgnitionOne. This represents the highest growth rate for search ad spend of any quarter since Q4 2010 (35%), and the highest growth rate in a first quarter since before 2009. Mobile and tablet search continued its impressive run, with spending on mobile search ads up 221.1% year-over-year, and impressions up 119.9%.
Overall search ad spend slowed 1.8% quarter-over-quarter after a healthy Q4 2011 holiday season. Mobile search ad spend also decreased when compared to its impressive Q4, although clicks were up 246.1% year-over-year, accelerating from the previous quarter. Read the rest at Marketing Charts.
Mobile Search Advertising CTR Growth [CHART]
The impact of mobile devices on search grew continuously throughout the year. While mobile devices accounted for just 5.3% of all clicks on Google in January, by December, they had climbed to 12.3% share, representing a 132% increase. At current rates, Marin estimates that mobile devices will account for one-quarter of all paid search clicks on Google by December of this year.
Indeed, mobile search will be the driving force behind 2012 search growth, according to February analysis from Performics. Looking at its retailer clients, Performics found that mobile paid search clicks continued to gain share in January, reaching 21.5% of all clicks, with tablets (39.6%) again a significant contributor. Considering the release of the iPad 3 and new Android tablets, the company predicts that mobile click share could rise to as much as 28% of all search clicks over the next 6 months. Read the rest at Marketing Charts.
Paid Search Cost Per Conversion By Device [CHART]
Tablets had a better return on ad spend (ROAS) for search advertisers in 2011 than computers and smartphones, finds Marin Software in a March 2012 report. Looking at 2011 data on a cost per conversion basis, the study finds that desktop computers had a 25% higher average cost per conversion than tablets, while smartphones had a 106% higher cost. Although computers had a slightly higher conversion rate (5.6%) than tablets (4.9%), cost per click (CPC) on tablets was 24.1% lower than on computers ($0.63 vs. $0.83). And while smartphones had the highest click through rate (4.1%) and lowest CPC ($0.53), they suffered from the lowest conversion rate (2%).
The study finds that tablets are a growing part of the equation, too. Marin data shows that tablets held 31.6% share of all mobile clicks in July 2011, before growing to 37.9% by year-end, a 20% rise. Indeed, Marin analysis suggests that tablets will account for 45% share of all clicks by December 2012. Read the rest at Marketing Charts.
Super Bowl Searches By Device [CHART]
How ingrained is multitasking using smartphones? In February, Google reported that 25% of searches done about this year's Super Bowl ads the day before the game were performed on mobile devices. During the game, 41% of such searches were made via mobile. Read the rest at eMarketer.
Mobile Search Ads Outperform Display On Click To Calls [CHART]
52% of mobile-local search ads on the xAd network yielded calls to local businesses following the initial click in Q4 2011, compared to 30% for display ads, according to a report released in February 2012 by xAd. The leading secondary action for display was accessing maps and/or driving directions (50%), compared to 42% for search ads. The biggest discrepancy between search and display was in the area of accessing more information and/or business reviews: 20% of display-ad users accessed that information, compared to just 5% of search-ad users. Read the rest at Marketing Charts.
CPC, CTR & Conversion Rates For Mobile Phones & Tablets [CHART]
Data from the report indicates that across its advertiser clients, Efficient Frontier found that mobile conversion rates were at just 31% of the average desktop campaign’s, while tablet conversion rates were much more on par (96%).
Meanwhile, the average cost-per-click (CPC) on mobile phone search campaigns was slightly higher (108%) than for desktop search campaigns, although CPCs for tablet campaigns were on average 85% of desktop search campaign CPCs. Read the rest at Marketing Charts.
Local Search [INFOGRAPHIC]
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US Mobile Ad Spending by Format [CHART]
This year, messaging-based formats still take the largest piece of the pie, accounting for $442.6 million in spending. But in 2012, banners and rich media will be even with search, each getting 33% of spending, or $594.8 million. That will put them ahead of messaging, which will fall to just 28.2% of all mobile ad spending next year. By 2015, banners and rich media and search will dominate further, and messaging will have shrunk to 14.4% of the total—though still growing in terms of dollars. Read the rest at eMarketer.
