INFOGRAPHIC: Catching Up With the Mobile PPC Market
June 5, 2013
Catching Up With Mobile
The State of the Mobile PPC Market and Why You Should Be Involved
In the infographic above, we at Hanapin Marketing take a look at the mobile PPC landscape, not just in terms of cost-per-click but how those mobile clicks actually perform, right down to the individual platforms that advertisers most frequently use.
The big “a-ha moments” come into sharp relief pretty quickly when you collect all of this data together: Mobile clicks are outperforming the attention advertisers are actually giving them–but conversion rates remain lower than desktop. And savvy PPC managers can quickly make up that lost ground with ad targeting and platform specializations.
Our main takeaway? The old marketing adage “it’s all in the mix,” long used by the best ad agencies in the business, is now becoming more and more true of PPC as well. In response, the best PPC management agencies will also have to step up their game when it comes to ad mixes.
Below is a text transcript of the infographic data:
AS OF Q1 2013
Paid Search Ad Spend by Device
- Computer: 86.1%
- Tablet: 8.9%
- Mobile Phone: 5.0%
Paid Search Cost Per Click by Device
- Computer: $0.56
- Tablet: $0.46
- Mobile Phone: $0.30
How the Market Has Responded:
Share of Total Ad Spend vs Share of Resulting Clicks
- Ad Spend: 86%
- Clicks: 81%
- Ad Spend: 9%
- Clicks: 10%
- Ad Spend: 5%
- Clicks: 9%
The Doubletake Moment
- Clicks from mobile phones outperform their share of ad spend by nearly DOUBLE
Where Advertisers Should Focus
Click-Through-Rate by Mobile Device
- Android: 1.1%
- iPhone: 1.7%
- IPod Touch: 2.2%
- Mobile phone conversion rates still lag behind the average:
- Average conversion rate: 2.3%*
- Mobile phone conversion rate: 0.87%
*Measured across all PPC media and platforms.
But ad specializations make a huge difference:
- Mobile ads on Facebook have conversions 3x higher than the same ads on a desktop
The Top 3 Takeaways
- The mobile market is growing with or without you. Swallow your pride and fear and get in the game!
- Best practices for mobile conversion are still forming. As you get acclimated with mobile, be cautious! The game is constantly changing.
- Specializing ads and conversion options by network is becoming even more important. Be sure to cover all of your bases. Optimizing for just one network probably won’t get you to where you want to be!
Kenshoo Q1 2013 Research
MoPub Q1 2013
Opera Mediaworks Q1 2013 Report
Browse By Category
Seven insights hiding in Google’s new Christmas shopping research
In December 2017, Google released a set of statistics about the Christmas shopping season. Use these insights in AdWords to make this your best December ever.
Stop Using Google's First Page Estimates to Set Your Bids
Google's First Page Bid Estimates can't be trusted. Adjust your bid strategy based on average position and not using this metric.
Your Guide to Getting Organized for PPC Success
Organization is key to success in the PPC industry. Here is a guide to organizing your space, time, resources, and workload for efficient PPC management.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
A Reminder About Work-Life Balance
Proper Work-Life Balance Is Something Easily Forgotten. Here Is A Reminder That It's Okay To Have A Life Outside Of Work & Constantly Checking Performance.
The Advertising Principles That Guide Facebook's Decisions
Facebook highlights the advertising principles that guide their decision making in response to recent events.