Click-through rates on paid-search ads 37% higher on tablets than PC
Click-through rates on paid-search ads are over a third (37%) higher on tablet devices than on PCs or smartphones, according to Marin Software’s Paid Search Quarterly Benchmarking Report.
The report mapped the annual paid-search spend of 800 advertisers and agencies worldwide, which tops $2bn (£1.3bn) collectively.
The majority (93%) of spend was allocated to PC, while smartphones accounted for 5%, and tablets 2%, according to the report, which tracked trends in the third quarter.
However, the report highlighted that the ads served on tablets have a much higher click-through rate (CTR) than on PC, while the average cost-per-click (CPC) for advertisers is almost a third lower (29%) than on PC and smartphones.
Yahoo and Bing advertisers saw click volumes rise 43% year on year, while CPC dropped 10%.
Marin Software MD of EMEA and APAC Ed Stevenson said the adoption of tablet devices will prompt advertisers to shift their paid search ad strategies. “As peoples’ desktop browsing habits carry over to devices like the iPad, we anticipate advertisers will shift spend and ad strategy accordingly,” he said. “To achieve the best results, advertisers will need to develop specific programs for each device type.”
The news coincides with the release of Google’s quarterly report, which saw earnings rise 33% to hit $9.72bn (£6.16bn) in the three months to 30 September (nma.co.uk 14 October 2011).
Elle Olivier
Marketing Co-ordinator
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