49% increase in mobile paid search click share since October
Mobile and tablet users accounted for 12% of all UK paid search clicks in December 2011, up 49% from October, Marin Software’s quarterly UK online advertising report has found, although 92.5% of search spend by advertisers was on desktop.
The report found that over the same period, spend share of mobile and tablet devices increased by 29% to a 7.5% share of overall search spend, which Marin suggests highlights favourable performance conditions for mobile advertisers. It said that relative to desktop search, volumes are growing faster than budgets, resulting in less expensive clicks on mobile campaigns.
Ed Stevenson, Marin Software MD for EMEA and APAC, said: “In December 2011, we saw search marketers allocate a larger portion of budgets to mobile devices than ever before.
“However, the budgets for mobile search advertising still lag user adoption of devices. Given this gap, we expect mobile search to see continued investment as advertising dollars chase consumer behaviour in 2012.
“Marin Software enables clients to be more efficient in their mobile marketing initiatives, offering advertisers a powerful, intuitive platform for managing desktop and mobile campaigns within a single interface.”
Across all devices for Q4 of 2011, paid search click volumes increased by 43%, click-through rates increased 24% and cost per click decreased by 5% on a year on year basis.