Search Advertising Performance: Desktop vs Mobile, Q2 2014 [CHART]
On the whole, CTRs are strong and conversion rates are improving, particularly for smartphones. But the challenges marketers face in gauging the ROI of mobile search are still significant. In light of these obstacles, it’s not surprising that nearly two-thirds of global marketers polled by Kenshoo in Q2 2014 said mobile search underperformed compared with desktop search campaigns. Such opinions are not likely to change until mobile performance measurement, particularly in relation to the impact on sales in physical stores, gets more precise.
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Meanwhile, the rise of in-app search promises another challenge for marketers to turn into an opportunity. eMarketer analyzed data from several surveys on app vs. browser use for search, and while apps paled in comparison to the search engine shares, any research that suggests 10% to 33% of mobile users are searching in apps first, or in apps only, should be a wake-up call for many marketers. Read the rest at eMarketer.