US internet users are conducting more and more searches that start and finish on different devices. As advertisers shift more of their search budgets to mobile, this multidevice behavior makes paid search targeting and accurate performance measurement more difficult.
Analyzing cross-device search user behavior is difficult, and marketers disagree about what will help effectively reach such users moving forward. For many, improved methods for targeting multidevice search users will be key. This will involve using secondary search signals such as the type of device along with user location and time of day to further inform bidding strategies. Read the rest at eMarketer.