Mobile devices account for 25% of total U.K. paid search
The findings come from the Kenshoo Search Advertising Trends Q1 2013 report which indicates that increasing demand for both tablet and phone advertising in the U.K. has driven up Cost-per-Click (CPC) to £0.20 on phones and £0.30 for tablets (which is now equal to computers).
While U.K. advertisers’ share of total paid search spend on computers (72.3%) and tablets (16.7%) is closely aligned with the share of clicks they generate, phones lag behind with 11.5% of total clicks yet only 7.8% of the total spend (see table above).
The fact that mobile phone ads have a lower CPC than computers and tablets gives U.K. advertisers the opportunity to maximise clicks by reallocating spend to this device and using advanced key performance indicators (KPIs) to measure success, according to Aaron Goldman, chief marketing officer at Kenshoo:
"Advertisers should be assessing the value of mobile clicks in alternative ways because you can’t expect a phone to deliver the same rate of direct online sales as devices with bigger screens that are typically used in the home. It’s imperative to track and optimise conversion events like phone calls, app downloads, check-ins, website registrations, store locators. These are KPIs we should be using to measure the effectiveness of phone clicks."
The Kenshoo Search Advertising Trends Q1 2013 report is based on a rolling data set covering several billion dollars in global paid search ad spend by advertisers and agencies which have been active on the Kenshoo platform during the previous 24 months.