Marin Software recently published the results of a study they conducted, showing smartphones and tablets account for 30% of conversions on Google ads.
As mobile adoption grows, smartphones and tablets are taking more prominent roles in the customer buying journey… smartphones and tablets comprise about one third of ad conversions on Google and Facebook. The rise in ad conversions on mobile devices suggests consumers are becoming increasingly more comfortable using smartphones and tablets to complete online transactions.
The study also concludes that the mobile conversion trend is consistent across all channels. Similar increases were recorded for search, social, and display ads.
In Q3 2014, Marin Software found that mobile devices comprised 31% of paid search impressions and 38% of search ad clicks on Google. When it comes to display advertising, the trends were similar to what was recorded for search and social advertising. Mobile devices accounted for 40% of ad impressions, 54% of ad clicks, and 38.6 of conversions. Mobile conversions increased 4.4% quarter-over-quarter and 15.8% year-over-year.
If you include Facebook as part of your advertising campaigns, you’ll also be interested to know one out of every three ad conversions on Facebook took place on a mobile device in Q3 2014. Mobile ad conversions increased 16% quarter-over-quarter. Mobile ads on Facebook accounted for 52% of ad impressions and 63% of clicks.
These trends are expected to continue. Marin Software predicts consumers will increase their engagement with brands via mobile ads and complete more purchases on mobile devices. Advertisers can capitalize on this trend by adjusting their investment in mobile ads, search, social and display channels.
For more information about this study, you can download Marin Software’s The Q3 2014 Performance Marketer’s Benchmark Report.