Tablets seem to be the new focus of paid search, at least according to a new report from digital ad management platform provider Marin Software.
The U.S. Online Advertising Quarterly Report reveals that the share of paid search spend on iPad and tablet devices increased 40 percent quarter over quarter. This is due to an increased adaption of the devices by consumers, as well as the result of favorable performance metrics of advertisements on tablet devices.
According to the report, Q2 saw the share of paid search clicks resulting from mobile devices in the U.S. increase from 14 to 18 percent - while smartphones accounted for 10 percent of paid search clicks, tablets accounted for 8 percent. Additionally, share of clicks on tablets grew 33 percent quarter over quarter.
The report also reveals that paid search ads on tablet devices continue to show positive performance levels, especially compared to ads on desktop and laptop computers. For example, the cost-per-click (CPC) for paid search ads running on tablets is 18 percent lower than that of ads running on traditional computers, while the click-through rate (CTR) for paid search ads on tablets is 42 percent higher than ads on traditional computers.
"Right now, advertisers are getting the best of both worlds on tablets. The combination of high user engagement and favorable ad performance characteristics is a win-win for marketers," says Matt Lawson, Vice President of Marketing and Partnerships at Marin Software. "To capitalize on the window of opportunity savvy advertisers will become more device conscious, implementing campaigns directly targeted at tablet users. Revenue acquisition management platforms like Marin Software will be key in facilitating advertisers' cross-device campaigns."
