Mobile-Local Search and Display Ad Clicks Yield Different Responses

52% of mobile-local search ads on the xAd network yielded calls to local businesses following the initial click in Q4 2011, compared to 30% for display ads, according to [download page] a report released in February 2012 by xAd. The leading secondary action for display was accessing maps and/or driving directions (50%), compared to 42% for search ads. The biggest discrepancy between search and display was in the area of accessing more information and/or business reviews: 20% of display-ad users accessed that information, compared to just 5% of search-ad users. (more…)