News Facts:
-- Consumer adoption of tablets is driving growth in paid search clicks.
During 2012, Marin Software found the share of overall paid search
clicks served by Google on tablets increased from 6% to 10.7%. Marin
projects by the end of 2013 that tablets' share of paid search clicks
will nearly double, accounting for 20% of Google's US paid-search ads
clicks.
-- Consumers are increasingly turning to tablet devices to research goods
and services, and make purchases online. Marin Software's report
indicates conversion rates on search clicks originating from tablets
increased dramatically in 2012 -- rising 31% -- while the conversion
rate on smartphones increased just 9% and desktops just 7%. By
December 2013, Marin estimates that conversion rates from tablet ads
will surpass those of desktop ads.
-- In addition to rising conversion rates, Marin Software found tablet
ads have favorable performance characteristics relative to desktop
ads. Marin's data indicates click-through rates (CTR) for search ads
on tablets were 37% higher than ads placed on desktop searches, and
the average CPC for paid-search ads on tablets was 17% lower than that
of desktops in 2012.
-- Favorable performance characteristics of tablet ads coupled with high
consumer adoption are driving advertiser investment and rising
costs-per-click. Marin found that the share of search ad spend
directed towards tablets grew from 4.8% to 10% in 2012 with spend on
tablets eclipsing smartphones for the first time in Q4 2012. According
to Marin, the CPC of tablet search ads increased 25% in 2012, and
Marin predicts tablet CPC will equal desktop CPCs by the end of 2013.
-- Marin Software's annual report, "Mobile Search Advertising around the
Globe," outlines key trends, projections and optimization strategies
for advertisers seeking to get the most from their mobile paid-search
campaigns. The full report can be downloaded at:
marinsoftware.com/resources/whitepapers/2013-mobile-advertising-report.
-- Marin Software will host a Mobile Trends webcast on March 7 at 10 am
PST to discuss the results of its findings and best practices for
marketers. To sign up, visit:
forms.marinsoftware.com/USMobileReport03072013_Registration.html.
Quotes:
-- "While the rise of tablets is no secret, what's interesting is tablet
users are engaging with search ads and converting in ways that closely
resemble desktop usage," said Matt Lawson, Vice President of Marketing
and Partnerships at Marin Software. "Solid user engagement combined
with favorable performance characteristics make search ads on tablets
hard to resist for advertisers."
Resources: About Marin Software Global Online Advertising Trends
Marin Software Blog Mobile Trends Webcast
About Marin Software: Marin provides a leading revenue acquisition management platform used by advertisers and agencies. Offering an integrated platform for search, social, display, and mobile marketing, Marin helps advertisers and agencies improve financial performance, save time, and make better decisions. Headquartered in San Francisco, with offices worldwide, Marin's technology powers marketing campaigns in more than 160 countries. For more information about Marin's products, please visit: http://www.marinsoftware.com/solutions/overview
Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=2226405
Media Contact:
Greg Kunkel
Corporate Communications
Marin Software
415-857-7663
Email Contact
SOURCE: Marin Software