Conversion rates for ad searches on tablets will surpass that of desktop computers by the end of the year according to a study conducted by Marin Software. These high conversion rates are a result of the continued adoption of tablets by consumers.
The “Mobile Search Advertising around the Globe” 2013 report shows that tablet conversions increased by 31 percent in 2012, a growth rate expected to continue this year, while smartphones rose by 9 percent and desktops just 7 percent. Paid searches served by Google on tablets rose from 6 percent to 10.7 percent, with that growth rate expected to almost double to 20 percent by the end of the year.
If growth continues at the same pace, conversion rates for ads accessed on tablets will overtake those accessed by desktop by the end of the year.
Marin’s report, which studied the paid searches of 2000 brands, representing $4 billion in spending across a dozen countries, also reveals that the click-through rate (CTR) on tablets is 37 percent higher than that of desktops, and the cost-per-click is 17 percent cheaper on a tablet than it is on a desktop.
As the report suggests, advertisers understand that optimizing ads for tablets is becoming an increasingly important aspect of their campaigns in the face of these high conversion rates. Using break out campaigns designed for tablets and mobiles allows advertisers to take advantage of the devices’ unique capabilities. Ranking high in search engine results is also important for tablet ads as there is less real estate for ads on a tablet such as the Nexus 7 and the Kindle Fire compared to a desktop.
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