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BizReport : Search Marketing : January 15, 2015

Marin: Half of paid search now mobile

Marin Software has released new data that shows the importance of mobile for search marketers. According to the report not only are one-third of paid search conversions coming from mobile devices but about half the paid search spend is going to mobile.

by Kristina Knight

Marin pulled their data from the 2014 holiday season when marketers pushed 49% of paid search budgets into mobile; that is an increase of 7% over Q3 numbers.

"During Q4, Marin Software found smartphones and tablets accounted for 39% of clicks on paid search ads, and that the click-through rate (CTR) of search ads on smartphones was 38% higher than the CTR of desktop ads. Marin also found that 31% of conversions on search ads came from mobile devices. The high volume of clicks and conversions underscore consumers' growing comfort in using mobile devices to complete purchases," write the report authors.

Other interesting findings from Marin's data include:

• 57% of Facebook budgets were sent to mobile devices
• 63% of Facebook ad clicks came from mobile devices
• 34% of Facebook conversions were from mobile

Marin's data also shows the highest search CPCs continue to go to desktop while the cost per click of Facebook ads on mobile are the lowest, which offers marketers an advantage: by leveraging proprietary search intent data, brands can target key audience via display and social channels at a more cost effective rate.

Image via Shutterstock

Tags: Marin Software, mobile marketing, mobile search, search marketing

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