Mobile Users Click But Don’t Convert

Search advertisers experience higher click-through-rates (CTR) for mobile phone and tablet search campaigns than for desktop search campaigns, at 166% and 137% respectively, according to a November 2011 report from Macquarie Group that uses data from Efficient Frontier advertisers. Data from the report indicates that across its advertiser clients, Efficient Frontier found that mobile conversion rates were at just 31% of the average desktop campaign’s, while tablet conversion rates were much more on par (96%). Meanwhile, the average cost-per-click (CPC) on mobile phone search campaigns was slightly higher (108%) than for desktop search campaigns, although CPCs for tablet campaigns were on average 85% of desktop search campaign CPCs. (more…)