A study was recently conducted and published by Marin Software on Google ad conversions. The study found smartphone and tablet users constitute as much as 30% of conversions on Google ads.
The study concluded, “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 reiterated that this trend regarding mobile conversions persists through a complete range of channels. For search, display and social ads as well, similar increases were found.
In the third quarter of 2014, Marin Software's study found mobile devices constituted 31% of paid search impressions as well as 38% of search ads click on the search engine giant, Google. Around 40% of the ad impressions plus 54% of the ad clicks and 38.6% of the conversions were accounted for by mobile devices. Quarter-over-quarter, mobile conversions rose by 4%. Year-over-year, the conversions rose by 15.8%.
Those advertisers who use Facebook for their campaigns should note that 1 of 3 ad conversions on Facebook occurred on mobile devices in Q3 2014. Mobile ad conversions rose by 16% quarter-over-quarter and mobile ads on Facebook constituted 63% of the clicks and 52% of the ad impressions.
Marin Software has also forecasted that these trends will continue to persist as customers will increase engagement with brands through mobile ads and complete greater number of purchase transactions via mobile devices. Advertisers should build on this trend by raising investment in mobile ads as well as search, social and display channels.
To gain more information about the study, the Marin Software Q3 2014 Performance Marketer’s Benchmark Report can be referred to.Mobile is Where 30% of Google Ad Conversions Occur: Suggests Study!,