Google has run studies in the past showing that somewhere in the range of 85-89% of search ad clicks are incremental – meaning that visits to the advertiser’s site from the ad clicks are not replaced by organic clicks when the search ads are paused. Now Google’s back with a similar study, this time looking at mobile search ad clicks. This latest research comes up with remarkably similar results. Namely, 88% of site visitors arriving via mobile search ads would not click on the advertiser’s organic result should ads be paused.
One wonders if the latest research has been released in conjunction with the migration to Enhanced Campaigns, with Google feeling the need to reassure advertisers that the same dynamics apply to mobiles as desktops. (And Google does reference enhanced campaigns in its study release.) Read the rest at MarketingCharts.