With more and more people carrying mobile devices (smartphones & tablets), the influence of mobile devices on paid and organic search continues to grow. According to the latest quarterly report from RKG, smartphones and tablets combined accounted for 26% of organic search traffic in Q2, up from 15% a year earlier. Most of that traffic (18%) came from iOS devices, fairly evenly split between the iPad and iPhone. Android devices contributed 7% of the traffic. While Google has traditionally seen a greater share of mobile traffic than Yahoo, this past quarter saw Yahoo pulling even, with each generating close to 28% of traffic from mobile devices.
The Google share includes estimated visits from iOS 6.
Bing still trails with less than 15% of traffic coming from smartphones and tablets, although it saw a marked rise from Q1.
In other findings, Google paid search spend grew by 18% year-over-year in Q2, while ad clicks increased by 7% and costs-per-click (CPCs) by 10%.
Mobile generated 28% of paid clicks and 22% of spend in Q1. Tablet spending jumped by 165% year-over-year and smartphone spending grew by an even more dramatic 261%, also noted by IgnitionOne.
Mobile generated 31% of Google paid clicks, but only 19% of clicks for Yahoo and Bing Ads. Smartphone CPCs moved up to 60% of desktop and laptop CPCs, while tablet and PC CPCs were about even. Smartphone conversion rates were much worse than for traditional computers, leading to an average revenue per click just 22% of PCs.
Google Product Listing Ads (PLAs) accounted for 33% of Google search ad clicks.
While social media referred just a fraction all site visits, Facebook accounted for 58% of such visits, with no other site accounting for double-digit share.
Facebook Exchange CPMs were 78% lower than display averages, while revenue per click was 9% lower than for other display campaigns.
Excluding direct site visits and touches from navigational brand searches via either paid or organic search, email was the last touched channel for 39% of marketing revenue and the first touch channel for more than 40%.
As mobile continues to grow in use, it is important to understand what consumers are doing for find what they are looking for. Its time to think MOBILENow.
About the Data:
Figures are derived from samples of RKG clients who have worked with RKG for each respective marketing channel. Where applicable, the samples are restricted to those clients who 1) have maintained active programs with RKG for at least 19 months, 2) have not significantly changed their strategic objectives or product offerings, and 3) meet a minimum ad spend threshold. All trended figures presented in the report represent the average same-site change over the given time period.
Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications.
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