Smartphones saw their share of Google-search ad clicks double in the second quarter of 2013 over the same period in 2012, suggesting a fast-growing engagement of mobile search by smartphone owners. Overall, smartphones accounted for 17.7 percent of total Google-search ad clicks, compared with just 8.8 percent in the second quarter of 2012, according to research from The Search Agency.
The trend has significant and lasting implications for mobile campaigns, which are seeing steady growth in the value of mobile-search ads. This increase in smartphone ad clicks comes on the heels of new Google research indicating that some 88 percent of all search ad clicks would not be replaced by organic clicks if a company decided to pause its mobile campaigns.
“Organic clicks” are defined as clicks to a website link that are driven by a user-search query, rather than a paid advertisement.
The Search Agency also noted that Google-search ads are more valuable to mobile campaigns than rival Bing, in large part because mobile consumers more often turn to Google instead of its competitor. And, desktop devices saw their share of search ad clicks drop sizably, from 83.5 percent in the second quarter of 2012 to 71 percent in the most recent quarter.
Wielding Mobile for Higher Conversion Rates
One of the most interesting trends identified in the research is the higher click-through rate achieved by mobile devices. Smartphones increased their market share of search ad clicks even though the number of ad impressions was largely unchanged from one period to the next. The 3.4 percent click-through rate of smartphones was significantly greater than the 2.5 percent rate enjoyed by desktop devices, making smartphones 36 percent more efficient.
Those numbers illustrate the widening margin between the values of mobile- and desktop-search ad campaigns. These data are only becoming more relevant as overall paid-search impressions increase — by 7.5 percent year-over-year and a staggering 20 percent quarter-over-quarter, according to The Search Agency.
The research also noted that, when stacking Bing and Google against one another, Google accounted for 77.1 percent of all impressions and 86.9 percent of all clicks.
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