Droid or iPhone? Evo or BlackBerry? Smart phones are becoming a dependable resource for consumers looking to shop and conduct research on the go. As the influence of mobile devices continues to grow, Gragg wanted to know just how exactly a mobile web search experience compares to a standard computer-based search experience.
We sampled Google search and display marketing campaign data for three Gragg clients to see how much paid search traffic mobile accounted for compared to computers across the Google search and display ad networks.
Based on our analysis, Gragg concluded 3 things:
1. Mobile search accounted for less than 5% of overall paid search impression, clicks and leads.
2. Mobile search marketing should be tested and campaign landing pages should be optimized for maximum mobile performance.
3. Mobile search marketing can be a valuable addition to the marketing mix and, If optimized, can work to decrease the average overall paid search cost per lead.