Advertisers invested more in paid search ads served via tablet devices than via smartphones in the fourth quarter of 2012, according to the Global Online Advertising Trends quarterly report, a study of key trends in paid search, mobile, and social advertising by Marin Software.
Desktops and laptop still accounted for the biggest share of paid search spend on the Marin platform in the fourth quarter, 83% on average, down 3 points from 86% three months earlier.
But device targeting gained more momentum during the quarter, with tablets and smartphones together accounting for 17% of paid search spending:
- Tablets accounted for 8% of spend, up from 7% in 3Q12. (Prior to the fourth quarter of 2012, investment in tablet advertising lagged ad spend smartphone ads).
- Smartphones accounted for 8% of total spend, up from 7% three months earlier.
Overall, smartphone and tablet devices accounted for a 22% share of paid search clicks in 4Q12, and computers accounted for 78%.
Below, additional findings from Marin Software for the fourth quarter of 2012.
Across the three types of devices (computers, tablets, and smartphones), click-through rates (CTR) and cost-per-click (CPC) rates varied in the fourth quarter:
- Average CPC for ads served via computers was highest in the quarter, $0.77, followed by tablets at $0.67 and smartphones at $0.49.
- Average CTR was highest for smartphones in 4Q12 (4.34%); tablets generated an average CTR of 2.85%, edging out computers at 2.21%.
Google accounted for 80% of paid search spend in 4Q12, and 78% of all paid clicks during the same period.
Ads served via Google recorded a 24% year-over-year (YOY) increase in click volume, a 14% lift in CPC, and a 10% decrease in CTR in the fourth quarter:
Ads served via Yahoo and Bing registered a 25% jump in click volumes (YOY), accompanied by a 22% increase in CPC and a 13% increase in CTR in the fourth quarter:
Retailers continued the trend of early investments in online advertising during the holiday season.
The five days between Thanksgiving (Nov. 22) and Cyber Monday (Nov. 26) accounted for 8% of ad spend in final quarter of 2012, Marin found.
About the report: Findings are based on data from Marin Software's online ad management platform and are drawn from a sample of large-scale advertisers and agencies that collectively spend more than $4 billion annually on biddable media, for the quarter ended in December 2012. The full report discusses key trends in online advertising across the US, UK, and Eurozone, as well as Australia.
Continue reading "Tablets Surpass Smartphones in Paid Search Ad Spend, but Not CTR" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Search Engine Marketing:
An 11-Step Plan for Improving Your SEO Strategy [Infographic]
This infographic from Semrush presents an 11-step plan to better compete for top rankings in search engines. read this »
Five Ways to Get Keyword Ideas for Your Website: A Beginner's Guide
Keyword research can be complicated, but the best keywords and phrases to target can often be found by just sniffing around Google and competitor websites. Here's a basic rundown of where to start. read this »
A Marketer's Guide to SEO in 2022: Franco Valentino on Marketing Smarts [Podcast]
Most SEO conversations are about on-page SEO, which is important. But there is so much more that marketers should be paying attention to. This episode takes a deep dive into everything from outbound SEO to accessibility. read this »
How Many Words Do People Use When Searching Online?
Online searches tend to be very short: Most consist of just one or two words, according to recent research from Semrush. read this »
Three SEO Trends Marketers Need to Know in 2022
What has Google added or changed recently? What is it likely to do in 2022? Here are three trends that should rocket to the top of your priority list. read this »
10 Important Google Search Algorithm Updates From 2021 [Infographic]
This piece covers the ten most influential updates that Google made to its search algorithm in 2021 in chronological order. read this »