©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
By year’s-end, mobile will contribute 25% to total paid-search ad clicks, up from 12%. By then, U.S. mobile campaigns will contribute about 23% to Google’s paid-search revenue in the United States.
More consumers on mobile devices continue to click through on ads at a higher rate compared with desktop, according to Matt Lawson, vice president of marketing at Marin. “The small screen on the phone only allows room for one or two at the top, not six to 10 down the right rail,” he said. “When Google renders results from a query, the paid ad may take up as much as two-thirds of the screen.”