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BizReport : Mobile Marketing : November 05, 2013

Marin: How the mobile shift impacts advertising

Several months ago Google released their Enhanced Campaigns tool, to help brands better engage with consumers who are 'always on' because of their mobile devices. Through the offering brands can better target and engage without turning these 'always on' shoppers off, or that was how the tool was pushed out.

by Kristina Knight

Marin Software took a deep dive into how Google's enhanced campaigns are actually faring, monitoring year over year metrics for nine weeks after the advertisers were supposed to switch to the program.

One of the biggest takeaways: Mobile and PC-based search behaviors are similar. In 2012 tablet click-thrus were about 50% higher than PC clicks, but in 2013 tablet clicks were shown to be only 27% higher than PC clicks. However, smartphones continue to be ahead of tablets and PCs for clicks, with an 88% higher CTR.

"Smartphones continue to lead the pack in terms of adoption and user engagement. With users performing more searches on-the-go and engaging with businesses in-store and while watching television and performing other daily activities, paid search spending has shifted toward smartphones. This trend has been led by an increase in the share of impressions directed toward these devices," writes the company.

As for the cost, CPCs are evening out. In 2012 Desktop CPCs averaged 1.00 while Smartphones stood at 0.61 and tablets were at 0.90. In 2013, CPCs are within .25 of one another with Desktop's holding steady at 1.00, Smartphones rising to 0.74 and Tablets slightly lower at 0.87.

Image via Shutterstock

Tags: advertising trends, Marin Software, mobile marketing, mobile trends, mobile use

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