While mobile devices were a big influence on e-commerce sales on Black Friday and Cyber Monday, mobile phones haven’t performed well in paid search. A new report from Kenshoo that looks at the holiday season through Cyber Monday (Nov. 1-26) finds that while mobile phones captured almost 12% of retail paid search advertising spend and 19% of clicks during that period, they accounted for less than 2% of sales revenue.
Low conversion rates and smaller average order values have been to blame. The average conversion rate for mobile search ads was just 0.28%, far behind the rates for tablets (2.15%) and computers (3.18%). Average order value for mobile phone ads stood at $106.88, also behind computers ($125.47) and tablets ($135.01). Read the rest at MarketingCharts.