Mobile-Driven Paid Clicks Growing Rapidly
Mobile devices could be driving as much as a third of all paid clicks by the end of the year. That’s the takeaway from a new report from Marin Software titled, The State of Mobile Search Advertising in the World.
Nearly every corner of the mobile space is experiencing explosive growth, but the numbers surrounding paid clicks are really staggering.
By the end of 2012, mobile paid accounted for slightly less than a quarter of all paid clicks and 18% of funds in search budgets. According to a summary of Marin’s report on SearchEngineLand.com, that number could be as high as 33% by December of 2013.
Marin also found that paid mobile search campaigns delivered high click-through rates, but relatively low conversion rates. This could easily be the result of customers browsing for items on their mobile devices, but waiting until they’re logged on to a desktop before making their final purchase.
For gaming affiliates, this information means that paid mobile searches are probably not a bad idea, but that they should be part of a bigger search plan.
The report also noted that the European mobile search market is lagging behind the US and UK. As a result, paid search campaigns can be a bit pricier in that market.
Are you implementing mobile into your long-term strategies? Share your thoughts in the comments section below.