mobile paid search

Mobile accounted for 28% of US PPC impressions in Q1 2014: report

It’s no great secret that mobile search is becoming increasingly popular and that it will soon become more common than desktop search.

However new data from The Search Agency suggests that there’s some way to go before mobile devices challenge desktop’s dominance of paid search.

Its new Q1 2014 report shows that smartphones accounted for 16.9% of ad impressions, compared to 11.1% on tablet and 72% on desktop.

While proportionately these are large year-on-year increases of 35% on smartphone and 21% on tablet, it should be noted that desktop ads still account for 72% of search impressions.

Mobile adspend up 127% to £429m in first half of 2013

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. 

Bricks-and-mortar stores are failing to take advantage of mobile search

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.