As mobile continues to take over the world, advertisers have followed consumers to the devices where they spend the most time. But according to a Q2 2014 study by Kenshoo, both mobile search spending and performance have room for growth.
The research looked at 85 search marketing professionals worldwide (both in-house and agency) who were actively using Google Enhanced Campaigns and found that 53% of respondents allocated between just 5% and 20% of their total paid search ad spending to mobile, while nearly half of that percentage (26%) put between 21% and 40% of their search budgets toward mobile.
The top goals of mobile paid search were online traffic and direct sales, each cited by 33% of search marketers around the globe. Meanwhile, just 9% hoped to generate phone calls, 4% wanted to drive in-store traffic, and 2% hoped to spur app installs.
Respondents weren’t overly enthusiastic about mobile paid search’s results. Nearly two-thirds said that mobile search performed worse than desktop, with the majority of that group saying it was much worse. Meanwhile, 20% said mobile search was slightly better than desktop, while just 2% reported it being much better.
Still, US search marketers are indeed moving their dollars to mobile. eMarketer estimates that US mobile search ad spending will grow a whopping 82.3% this year to reach $9.02 billion. This works out to 50.9% of all spending on mobile ads and 39.5% of total search ad investments.
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