Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

6 Reasons 'Large Advertisers Will More Than Double Paid Search Mobile Budgets in 2012’

March 28, 2012 By Heather Fletcher
Get the Flash Player to see this rotator.
 

Index finger and thumb spaced three inches apart, Matt Lawson touched the screen of his mobile phone to demonstrate how much real estate paid links take up in search results on the tiny device.

Lawson is vice president of marketing at San Francisco-based marketing software provider Marin Software, and that meant about two inches of organic results remained on his phone.

That's part of the reason paid search is performing so well on mobile devices, he says, citing the findings of Marin's report titled The State of Mobile Search Advertising in the U.S. Tucked in the meeting area of the Marin booth at SES New York, Lawson and Gagan Kanwar, senior product marketing manager at Marin, detailed the key findings of the report released on Mar. 26.

Here are the report's key takeaways, explaining why Marin estimates that large advertisers will more than double their paid search mobile budgets in 2012:

  • By December 2012, smart mobile devices will account for 25 percent of Google's paid search ad clicks in the U.S., up from 5 percent in January 2011;
  • Consumers are more engaged with paid search ads on smartphones and tablets, as evidenced by clickthrough rates that are, respectively, 72 percent and 31 percent higher than on the desktop;
  • Search ads on smartphones and tablets have higher clickthrough rates and lower costs-per-click than desktop computer ads;
  • The average cost per click for paid search ads on smartphones was 36 percent lower than on desktops; for tablets, it was 24 percent lower;
  • Paid search ads on tablets, in particular, proved more effective than ads on desktops, with an average of 25 percent lower cost-per-conversion; and
  • In Q4, Google estimated their mobile revenues were at a 2.5 billion dollar run rate, consisting of both search and display.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON MOBILE >>

 

SPONSORED CONTENT

MORE ON SEARCH >>

FROM THE BOOKSTORE

To meet the demands of today's socially connected donors, this new edition explains how to mesh today's online technologies with direct mail to produce optimal fundraising results. The book includes current research on timely topics such as:  online vs. offline behavior online giving statistics demographicsbest practices in integrated fundraising, and more How to Write Successful Fundraising Appeals, 3rd Edition

To meet the demands of today's socially connected donors, this new edition explains how to mesh today's online technologies with direct mail to produce optimal fundraising results. The book includes current research on timely topics such as:
online vs. offline behavior online giving statistics demographicsbest practices in integrated fundraising, and more...

ORDER NOW

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: