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
How Advertisers Treat the Market:
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
Personalized Training to Become a PPC Superhero
If you could divulge your biggest challenges in paid search advertising to an expert who is highly revered by industry peers, approved by 15 US & UK agency leaders, and a driving force in PPC innovation, would you?
Leveraging Custom Intent Audiences on YouTube
Google recently announced the addition of custom intent audiences for YouTube. Structure audiences & content to build goodwill with your prospects!
My Top Failures as a PPC Account Manager
Explore Will Larcom's 5 biggest shortcomings as an Account Manager and the takeaways unearthed by being able to identify them!
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
Why You Should Test Target ROAS Bidding for Shopping Campaigns
The case for testing Target ROAS bidding for AdWords shopping campaigns, plus tips on how to successfully set up such a test.
10 New Ways to Optimize Paid Search with Call Intelligence
Mobile search drives billions of calls to business each year, and calls convert at a higher rate than digital leads. When properly optimized, calls can have a transformational impact on your bottom line. Join this webinar to learn tactical tips and smart strategies to boost...
Google Adds New Tools to Highlight Physical Store Locations
Buying in-store is still a big deal for shoppers, and Google has announced a few new tools to let physical retailers target those shoppers heading in stores.
Load More »