Research by Marin Software has found that there is a 37% higher click through rate (CTR) on paid search ads from tablets compared to desktops, despite only 2% of paid search spend being directed at this market.
Marin Software’s Paid Search Quarterly Benchmarking Report looks at key trends and statistics uncovered through an examination of the Marin Global Search Index, which is comprised of data from more than 800 large-scale advertisers and agencies that collectively spend in excess of £1.2 billion annually on paid-search through the Marin platform.
The report found that desktops comprised 93% of total paid search ad spend while smartphones earned 5% and tablets 2%.
Ed Stevenson, MD of EMEA and APAC at Marin Software, said: “As peoples’ desktop browsing habits carry over to devices like the iPad we anticipate advertisers will shift spend and ad strategy accordingly.
“To achieve the best results, advertisers will need to develop specific programs for each device type. This way they can target budget and ad creative to the nuances of each devise.”