Posted By ] Ronan Shields
The research revealed that arbitrage opportunities from mobile search continue, with mobile costs per click 37% cheaper on average than the desktop. This is despite click-through rates for mobile search ads rising 4.9% in March compared with 3.3% for desktop search ads.
Latitude also found that approximately one in 15 paid search clicks came from mobile during the first quarter of this year.
Alex Hoye, CEO of Latitude, said, “User adoption of mobile search is exceeding advertisers’ adoption of the channel, continuing to give those targeting mobile a cost arbitrage.”
The increasing popularity of smartphones sold with data plans has driven the demand for mobile search, with brands from the automotive, gaming and retail sectors most eager to take advantage.
Gaming operators accounted for 9.5% of mobile paid search clicks during March. Automotive brands accounted for 7.4%, primarily offering users test drives and repairs.
Meanwhile, retailers are using mobile search to promote stores and drive users to their m-commerce sites, with 6.5% of all paid-for clicks booked by retailers, according to the survey.