Targeting the New Screens in Our Lives

Paid Search on Tablets to exceed Smartphones

Posted on July 22nd, by Emily Rogers (Freeman) in Blog. No Comments

According to Marin Software’s US Online Advertising Quarterly Report, the share of paid search spend on iPad and Tablet devices has increased 40% in the US and will soon exceed Smartphone spend.   Marin predict that mobile devices (smartphones and tablets) will account for 25% of all ad clicks by the end of the year, with tablets making up just under half of that.

According to this article in Mobile Marketer, the report attributes the growth in part to the fact that tablet CPCs are 18% lower while CTRs are 42% higher.   In June 2012, Marin reported the following average Click Through Rates (CTRs) and Costs Per Click (CPCs) for paid search ads:

CTRs and CPCs for Paid Search Ads

  • Desktop: CTR of 2.07% and a CPC of $0.78
  • Smartphones: CTR of 5.21% and a CPC of $0.49
  • Tablets: CTR of 3.22% and a  CPC of $0.64