Mobile search CTRs double

New research from Marin Software reveals that click-through rates of search ads served on tablets was significantly higher than those served on desktop computers demonstrating the need for companies to optimize websites for mobile devices.

by Helen Leggatt

marinsoft_logo_cmyk.eps.jpg Marin Software's data shows that the number of paid search clicks from tablet and smartphone users rose significantly at the end of 2011. Tablet and smartphone users accounted for 10% of all US search ad clicks in Q4 11, double that of the third quarter (tablets 4%/smartphones 6%).

Furthermore, the click-through rate for search ads served on tablets was a whopping 38% higher than those on desktops.

"Based on the growing click share of smart phones and tablets, it seems evident that more and more people are conducting searches on these newer devices," writes Jana Fung on the Marin Software blog.

"And, these new devices are actually delivering solid performance for search marketers!"

Tags: click-through rates, mobile advertising, mobile marketing, paid search, search engine, search marketing, site optimization, smartphone, tablet