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Video: Latest Research On Mobile Paid Search Performance

In the Q4 2013 Digital Marketing Report, available for download here, we uncovered some great insights into all things search, including mobile paid search performance. Here we discuss some of the main points from our research.



VIDEO TRANSCRIPT

Craig Zagurski: Hey. We meet again. Thanks for stopping by. I’m Craig Zagurski. I’m an SEO Copywriter at RKG. For this video we’re going to talk about how mobile performed within paid search in Q4 of 2013. Now if we look at all of the paid search clicks that occurred in the fourth quarter last year, 32 percent of those clicks occurred on a mobile device, so a smartphone or a tablet.

That is actually a rise from a year ago when mobile devices accounted for 20 percent of those clicks. If you compare tablets and smartphones, they split it about 50/50 down the middle, 16 percent each accounting for all of those paid search clicks.

When it came to paid search ad spend in Q4, we saw that marketers actually allocated about 25 percent of their funds to mobile devices, and that was up from 15 percent from a year ago. When you break down tablets versus smartphones, marketers favor tablets 71 percent over smartphones. Smartphones did see a boost after a considerable drop in Q3. However, their levels did remain below those that we saw prior to the transition into Enhanced Campaigns. I’m pretty sure I’ve said “Q” at least about five times now.

So as I begin to narrow my focus, as we are apt to do in our Digital Marketing Reports, let’s take a closer look at search engine specific figures. First of all, for Google, all of their paid search clicks that occurred in Q4, 35 percent of those occurred on a mobile device. Now, for Bing, out of all of their paid search clicks, 24 percent occurred on mobile devices.

So, one of the other interesting differences between those two search engines is that in Google just a few more of those clicks occurred on smartphones than on tablets, whereas the opposite was true for Bing. They had more clicks on tablets than smartphones.

As we zero in on device-specific data, let’s talk about tablets. Now, when it came to paid search traffic in Q4 on tablets, iPad owned 84 percent of that traffic, which was way more than all other tablets on the market. Now, it’s worth noting, however, that a year ago iPad owned 87 percent of that traffic.

So why the slight drop? Well, we believe it’s actually attributed to a growing number of touch compatible devices that provide some of the best features available from both tablets and laptops. But I don’t think we have anything to worry about. I don’t think you have anything to worry about. iPad is a beast.

So that’s what I have for you this time around. But please stay tuned for more videos that will be coming out very soon on the topics of PLAs and mobile and social within organic search, and we also have the report itself. So go download that if you haven’t already, for crying out loud, and we’ll see you around next time.

Comments
5 Responses to “Video: Latest Research On Mobile Paid Search Performance”
  1. Nice vid and info. One point to make though. Marketers didn’t necessarily allocate 25% of their budget to mobile, and favor tablet over smartphones. Google Enhanced Campaigns essentially forced ad spend into mobile, and tablet was bundled with desktop driving more tablet than smartphone traffic by default. That’s not to take away from the rise in mobile paid traffic per se, because that’s where the consumers were. But it’s interesting to caveat that advertisers sort of had to make these allocations, whether than should have or not.

  2. Craig Zagurski Craig Zagurski says:

    Valid points, Clay, and we’ve made an effort to call out the issue of desktop/tablet bundling in our Digital Marketing Reports and previous blog posts. Generally, though, our advertisers had seen tablet CPCs roughly at parity with desktop prior to the transition to Enhanced Campaigns, so the bundling hasn’t forced up tablet CPCs compared to desktop, overall. Still, more control for advertisers is a good thing and we’d like to see a return of the ability to segment tablets by themselves. Thanks for your comment.

  3. Ken Barber says:

    Great video Craig. And great stats! Sharing this with my team as we see some very similar data….

    Ken
    TheSearchMonitor.com

  4. Marian says:

    Great video indeed, very comprehensive, lots of new things to learn. Definitely worth sharing to others. Thanks..

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