Mobile To Drive A Third Of Paid-Search Clicks By Year End

By Amit Rawat

Marin Software has released a report on paid click, CPC and conversion trends across the globe, with a focus on mobile. Called “The State of Mobile Search Advertising in the World,” the 2012 data are drawn from search campaigns conducted in 13 geographies including the US, UK, China, Europe and Australia.

Some of the findings are as follows:

Share of clicks and spends from Mobile Devices – 2012

As with past reports, Marin found that paid search campaigns on smartphones and tablets delivered higher click-through rates (CTR) at a lower cost-per-click (CPC). However, overall, conversions were lower on mobile devices. Because there are relatively few e-commerce sales on smartphones, this metric (“conversions”) is a bit of a misnomer.

The report goes on to discuss the same metrics in the UK, Eurozone and Rest of World. When it comes to mobile paid search, the UK mobile market is as developed or more developed than the US and quite a bit ahead of Europe. It’s interesting to note, however, that CPCs in Europe are higher than the UK despite lower levels of mobile search activity.

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