Marin: Search Spend And Click Volume On Tablet Ads Rising

In just the last few months, the percentage of search ads being clicked on tablets, and the percentage of spend dedicated to the devices, has grown by several points. That’s according to the latest report by Marin Software, which regularly examines trends among all the ads placed by its 1,500 clients. When it comes to […]

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In just the last few months, the percentage of search ads being clicked on tablets, and the percentage of spend dedicated to the devices, has grown by several points. That’s according to the latest report by Marin Software, which regularly examines trends among all the ads placed by its 1,500 clients.

When it comes to click share and spend share, ads on smartphones remained the same between March and June 2012, but tablets grew from 6% click share in March to 8% in June, taking clicks from computers. Spend share for tablets grew from 5% in March to 7% in June, while smartphones remained static at 7% of spend.

Together, smartphone and tablet devices accounted for 18% of clicks and a respectable 14% of spend
during June.

 ClickShareAndSpendShare March2012 Marin

ClickShareSpendShare June2012 Marin

Meanwhile, click-through rates on tablets inched up from 3.05% in March to 3.22% in June. Cost per click also grew in the same period, going from $0.60 on tablets to $0.64. Notably, both smartphones and tablets boast higher click-through rates at a lower cost-per-click, as compared to desktop and laptop computers.
CTRandCPC March2012 MarinCTRandCPC June2012 Marin

 Marin attributed the tablet increases to growth in consumer adoption, and suggested all advertisers consider whether targeting to smartphones or tablets would allow them to better reach their target audience.


About the author

Pamela Parker
Staff
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

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