Performics Mobile Search Benchmarks & Trends (Q1 2012)
 

Like this? Share it with your network

Share

Performics Mobile Search Benchmarks & Trends (Q1 2012)

on

  • 3,926 views

Mobile paid search spend, clicks, impressions, CPCs and CTRs for Performics' aggregate client base. Insights into mobile paid search's exponential growth.

Mobile paid search spend, clicks, impressions, CPCs and CTRs for Performics' aggregate client base. Insights into mobile paid search's exponential growth.

Statistics

Views

Total Views
3,926
Views on SlideShare
1,928
Embed Views
1,998

Actions

Likes
2
Downloads
40
Comments
0

5 Embeds 1,998

http://blog.performics.com 1969
http://feeds.feedburner.com 23
http://feeds2.feedburner.com 4
http://www.typepad.com 1
http://performics.typepad.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Performics Mobile Search Benchmarks & Trends (Q1 2012) Presentation Transcript

  • 1. Performics Mobile Paid Search Benchmarks & Trends(Q1 2012) 1
  • 2. Mobile Paid Search Spend Surges in March  Mobile paid search spend is now 17.8% of all paid search spend  Many advertisers “warmed up” to mobile and increased investment to catch trends  Mobile spend volume is close to 5X higher YoY  Tablets are 32.1% of mobile spend 2* Based on Performics’ aggregate client base; Google AdWords (Content & Search Partners excluded) (April 2012)
  • 3. Mobile Impression Share Peaks in March at 18.6%  Driven by an increase in tablet impressions, mobile impression share is now at an all-time high Tablets are now 39.6% of all impressions This is a 12.1% M/M increase 3* Based on Performics’ aggregate client base; Google AdWords (Content & Search Partners excluded) (April 2012)
  • 4. What’s Driving Advertiser Interest in Tablets? Tablet and smartphone users differ, motivating advertisers to segment by device in terms of strategy (day-parting, messages) & budget allocation Smartphones: your constant companion – shopping/errands – looking for store location, phone; click-to-call – product reviews/comparisons in store – geo check-in Tablets: your couch companion – entertainment with families – watching TV – in bed 4
  • 5. Mobile Click Share Also Reaches All-Time High  Breaking records set over holiday, mobile paid clicks are now 24.6% of all clicks  In terms of mobile click volume, Mar. 2012 is only behind Dec. 2011  Tablets are now 36.5% of all clicks 5* Based on Performics’ aggregate client base; Google AdWords (Content & Search Partners excluded) (April 2012)
  • 6. Where is This Growth Coming From?Is Mobile Cannibalizing Desktop? Mobile is exploding, but not at the expense of desktop We see desktop search volume growing, just not nearly at the pace of mobile This is a function of the always-connected searcher: – Searchers aren’t abandoning their desktops in favor of mobile – They search on their desktops at work, smartphones on the way home, and tablets at night in front of the TV But, given the similarities in experience and that most tablet users are tethered to Wi-Fi, tablets and laptops are sharing some territory 6
  • 7. Over Time, Device Will Be Just a Signal Searchers are de-tethering from the office/home/desktop People are searching in entirely new places, in the middle of new exchanges and processes and with entirely new needs Device will become merely a signal. Whats increasingly important is understanding the context, the specific audience and its intent. 7
  • 8. With Low CPCs, Mobile Is Still a Buying Opportunity  Tablets CPCs are 85% of desktop CPCs  Smartphone CPCs are 55% of desktop CPCs 8* Based on Performics’ aggregate client base; Google AdWords (Content & Search Partners excluded) (April 2012)
  • 9. Is Mobile’s Growth (with its Low CPCs) HurtingGoogle’s Bottom Line? Mobile search continues to take a larger piece of the search pie (especially due to localization) Mobile CPCs remain lower than desktop Therefore, overall (desktop + mobile) Google CPCs dropped in Q4 and Q1, causing concern for Google investors But the better indicator of Google’s health is click volume. Even if CPCs drop, click growth results in higher revenue for Google. Plus, lower CPCs give advertisers more opportunity for efficiency 9
  • 10. Mobile CTRs Continue to Outpace Desktop  Mobile CTRs increased 9.8% M/M and 25.2% Y/Y  March’s mobile CTR increase was driven by mobile devices (i.e. smartphones) rather than tablets – Mobile device CTRs increased 18.2% M/M – Tablets decreased 2.1% 10* Based on Performics’ aggregate client base; Google AdWords (Content & Search Partners excluded) (April 2012)
  • 11. What’s Driving Mobile CTRs Above Desktop?  In March, mobile CTRs were driven by smartphones  Google is increasingly providing advertisers with more opportunities for enhanced listings on smartphones:Sitelinks Click to Call Product Ads Location Extensions Offer Ads Click to Download  On the smaller smartphone SERP, enhancements occupy more space (not to mention, users don’t scroll like on desktop and tablets). Thus, CTRs rise. 11