• Pat Grady

    “it would appear that most advertisers have already been baking in some
    notions of hidden or indirect value into their smartphone bids.”

    Yup. Take a look at a Campaign on Conversion Optimizer, examine the CPCs segmented by device. So, if you’d like to know where I got the notion, see here:
    http://www.youtube.com/watch?v=dndAXxqJbc0

  • http://www.rimmkaufman.com/ Mark Ballard

    We don’t rely on Conversion Optimizer, but I do recall mobile CPCs being 60% of desktop when not segmented under the legacy AdWords model. This may have been a result of lower competition, but more likely, Google’s smart pricing. Either way, that was giving mobile a pretty big benefit of the doubt.