Marin Software has released the findings of its Paid Search Quarterly Benchmarking Report, which found iPad and other tablet users tend to click on paid search ads at a higher rate than desktop or smartphone users.
According to the report, although paid search ads directly targeted at tablets only comprises 2 percent of overall paid search spend, the click through rate (CTR) on tablets is 37 percent higher compared to desktops. Furthermore, advertisers targeting tablets like the iPad enjoy a lower average cost per click (CPC) compared to both desktops and mobile devices.
Marin Software’s Paid Search Quarterly Benchmarking Report consists of key trends and statistics uncovered through an examination of the Marin Global Search Index. The Marin Global Search Index is comprised of data from more than 800 large-scale advertisers and agencies that collectively spend in excess of £1.2 billion annually on paid-search through the Marin platform.
The report, which analysed Q3 2011, found that paid search spend targeted to desktops comprised 93 percent of total spend while smartphones earned 5 percent and tablets 2 percent of spend. Ads served to tablet devices provided a 37 percent higher CTR than ads on desktops.
The average CPC for ads served to tablets was 29 percent lower than desktops. Compared to last year, search advertisers on Google saw a 19 percent increase in clicks and a 24 percent drop in impressions during the quarter. During the same time, CTR on Google increased 57 percent while CPC decreased 18 percent, suggesting large-scale advertisers realised efficiency gains through improved matching and more effective bidding. On Yahoo and Bing, advertisers saw a 43 percent higher click volume at a 10 percent lower CPC on a year over year basis.
Despite CTR declining, CTR increased 9 percent compared to Q2, implying improved ad matching or traffic characteristics by advertisers. Additionally, continual refinement of match types from Broad to Phrase to Exact was a significant contributor to improved efficiencies for advertisers.
Over the last year, search marketers have increased their use of Exact Match, growing their click-share of the match type by 6 percent while increasing share of spend by 2 percent. “As peoples’ desktop browsing habits carry over to devices like the iPad we anticipate advertisers will shift spend and ad strategy accordingly,” said Ed Stevenson, MD of EMEA and APAC at Marin Software.
“To achieve the best results, advertisers will need to develop specific programs for each device type. This way they can target budget and ad creative to the nuances of each devise.”
The full report, including trends within vertical markets can be downloaded at: http://www.marinsoftware.co.uk/resources/whitepapers/q3-2011-benchmark-report
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