Today, Marin Software issued a report on the impact of Google’s move to enhanced campaigns based on $5 billion in annualized spend managed through its paid search platform.
The study focuses on a year-over-year performance comparison covering the nine week period beginning the week after the migration deadline of July 22, 2013, and compares it to the same period in 2012. The data sample represents results seen across a range of mostly enterprise-level US advertisers and agencies managing Google AdWords campaigns through the Marin platform.
In the nine-week period in 2013, smartphones and tablets gained impression and spend share over desktop compared to the nine-week period 2012. While this isn’t surprising — Marin has seen this trend happening over the past three years –the report says the results underscore the need for advertisers to “focus their attention to optimizing the mobile experience”.
Mobile CPCs rose in relation to desktop in the nine-week period compared to 2012. In 2012 mobile CPCs were 39 percent lower than desktop, versus 26% lower in 2013. Tablet CPCs shifted down slightly in relation to desktop in 2013 compared to 2012. Marin expects tablet CPCs to converge with desktop.