Smartphones have grown to account for 17.7% of Google search ad clicks in Q2, this is about double their share from Q2, 2012 (8.8%), according to a new report from The Search Agency. While desktop share of clicks continues to drop (from 83.5% in Q2 2012 to 71% this past quarter), this latest study shows tablets’ share of clicks dropping on a quarter-over-quarter basis for the first time, albeit by a marginal amount (0.5% points to 11.3%).
The news comes on the heels of new Google data cautioning advertisers that mobile ad clicks won’t be replaced by organic clicks should advertisers pause their mobile campaigns.
Meanwhile, data from The Search Agency’s newest study indicates that mobile devices play a much larger role on Google than on Bing, where desktops still account for 83.5% of ad clicks. Even so, desktops are seeing a diminished role, down from 91.9% of search clicks in Q2 2012.
Notably, impression share by device was mostly unchanged on Google in Q2, with desktops accounting for 75.3% share, smartphones 13.7% and tablet 11%. That smartphones represent a growing share of clicks even as impression share remains stable is testament to their higher click-through rate (CTR). And indeed, in Q2, smartphone CTR (3.4%) outpaced tablets (2.7%) and desktops (2.5%), although each was down from Q1. Interestingly, the dynamics were once again different on Bing, with tablets easily sporting the highest CTR (2.8%), followed by desktops (1.3%) and smartphones (1.2%).
The Search Agency also notes in its release that tablet CPCs exceeded desktop CPCs on Google ($0.86 vs. $0.85) for the first time, although Covario has seen this dynamic among its clients for some time, although its data is not limited to Google.
I have written about this trend often. As I believe the Property Portals have not taken this trend to heart. There are so few portals that have optimized their site for smartphones and even fewer that have a smartphone app. An optimized site or better yet a dedicated mobile site is no longer a nice to have. It’s a must have. As is a smartphone app.
I look forward to hearing your comments on this subject.
About the Data: The Search Agency’s State of Paid Search Report summarizes current paid search marketing trends across search engines, devices, and industries. Findings and forecasts are based on year-over-year (YoY) and quarter-over-quarter (QoQ) analyses on aggregated client data.