As has been the case for the past while, the start of a new year brings a whole host of predictions, rich with content about the importance of mobile (thankfully, this year we avoided the dreaded 'year of mobile' proclamations).
For PPC campaigns this year, one of the key challenges will be ensuring that the opportunity for increased sales via mobile traffic is efficiently and profitably taken.
Mobile adspend in the UK grew to £429.2m in the first half of 2013, an increase of 127% compared to the same period last year.
The data comes from a new report by the IAB, which also found that mobile now accounts for 14.1% of all digital advertising spend – nearly double the 7.2% for the same period last year.
Furthermore, fuelled in part by the roll out of 4G networks, mobile video advertising grew by 1,260% from £1.7m in the first half of 2012 to £23m in the first half of 2013. Paid search accounted for the majority (63%) of mobile adspend though with £271m invested in this channel.
Overall, the IAB stats show that UK digital adspend reached a record £3.04bn in the first half of 2013.
To find out more about how brands and agencies are approaching digital advertising come to Econsultancy's JUMP event on October 9 (this Wednesday), which is all about creating seamless multichannel customer experiences.
Mobile search is an increasingly important area for ecommerce businesses as Google has stated that mobile queries are likely to overtake desktop queries by next year.
And new data from Covario shows that the level of investment in mobile paid search is slowly catching up with consumer behaviour.
On a global basis mobile search advertising accounted for 16% of total spend in Q2, of which 10% was spent on tablet and 6% on smartphone.
This represents an increase of 39% compared to Q1 2013 and a massive 132% increase year-on-year.
CPC prices varied significantly depending on the mobile platform. CPCs on smartphones remained at a 40% discount to desktop CPCs, but have increased nearly every quarter for the last five quarters – with the exception of Q4 2012.
Mobile search has grown massively in the past few years and is predicted to overtake desktop search by 2014.
Furthermore, according to Google 40% of mobile search has local intent and 55% of mobile search conversions happen within an hour, so there is a huge opportunity for local businesses to take advantage of this new consumer behaviour.
However we’ve previously seen evidence to suggest that although businesses are aware of the opportunity in paid search, they’re failing to properly optimise their campaigns.
Last year I looked at three valuable keywords (mortgages, insurance and loans) and found that only six out of the 15 paid search results linked to mobile sites.