By Ginny Marvin
Source: Marin Software
In Q4, smartphones continued to chip away at desktop paid search contribution in the US. The share of ad spend that went to smartphones rose nearly 5 percent from Q4 2013 to account for more than 40 percent of total search spend. That comes from Marin Software’s Benchmark Report for Q4 2014.
Desktop’s share of influence fell across the board. Desktop impression share was down by 6.3 percent, click share fell by 6.9 percent, share of spend was off by 6.1 percent and conversion share fell by 10.1 percent.
In contrast, smartphone ad impression share rose 4.8 percent, clicks share was up 5.5 percent and ad spend share increased 4.8 percent. Conversion share from smartphones jumped 9.6 percent. Tablets made marginal gains: impression and click share each increased 1.4 percent, spend share rose 1.3 percent and conversion share ticked up just 0.5 percent.
Despite these gains, desktop still holds the lion’s share of impressions, clicks and conversions. The gap is closing in ad spend, however. Smartphones accounted for 40.9 percent of search ad spend in Q4, compared to 50.7 percent for desktops. Tablets made up the remaining 8.4 percent.
The spend gap between desktop and smartphone is closing despite desktop’s continued dominance in impressions, clicks and conversions. Source: Marin Software
Click-through rates continue to be highest on smartphones where fewer ads display in the search results. Smartphone CTR was 2.9 percent compared to 2.5 percent on tablets and 2.1 percent on desktops. But, not surprisingly, conversion rates are still highest on desktops. Conversion rates on desktop were 10.1 percent, compared to 7.7 percent on tablets and 6.6 percent on smartphones.
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