PPC Advertising: Mobile Devices Account For 39% Of Paid Search Traffic In Q4
If you’re planning on doing any PPC Advertising in the near future, you should be sure that your website and your PPC advertising campaigns are optimized for mobile traffic, as that accounts for more than a third of all paid search traffic.
According to a report by Merkle RKG
, mobile devices accounted for 39% of paid search traffic in the fourth quarter of 2014. Additionally, smart phones and tablets combined generated more than half (51%) of paid search clicks on Christmas day and almost half (45%) on Thanksgiving day.
The report, entitled Digital Marketing Report Q4 2014, is derived from Merkle’s analysis of its clients’ search marketing data.
According to the report, tablets and smart phones were the source of 29% of advertising revenue spent during the quarter. Smart phone click volume increased 48% over the same quarter during the previous year compared with 28% for tablets and just 3% for desktops.
PPC Advertising Gains
Overall, paid search advertising for search engine giant Google increased 19% on a year-over-year basis. The company saw a 12% rise in paid clicks with a 7% increase in the average cost-per-click (CPC). However, more than 40% of clicks on Google’s links came from mobile devices.
Bing Ads also saw a nice rise in search spending. The Microsoft property’s customers increased their ad spend 31% year-over-year. The CPC for Bing only increased by 3%, though.
The report also says that the percentage of website traffic derived from organic search dropped below 35%. That number was at 36% in the fourth quarter of 2013. The drop was caused by enhanced ad placements in search engine results, according to the report.
Of the visits that were prompted by organic search, over 42% occurred on mobile devices. That’s up from 31% in the same quarter of the previous year.
The report also says that more than half (52%) of all site visits from a social media site occurred on a mobile device. That is a noticeable increase over the 37% reported during the same quarter of 2013.
These are some good numbers to consider when launching your next ppc advertising campaign. And if you’re looking for a solid PPC advertising firm to handle your PPC campaigns please review our post, “PPC Advertising Management is a Daily Task“.
