According to a recent study by Kenshoo, both mobile search spending and performance have room for growth.
Kenshoo surveyed mobile marketers, finding that their main goals were online traffic and direct sales, each cited by 33 percent of search marketers. An additional 9 percent hoped to generate phone calls, 4 percent hoped to spur in-store traffic, and 2 percent said they were promoting app installs.
The results? Not great.
“Respondents weren’t overly enthusiastic about mobile paid search’s results,” according to eMarketer. “Nearly two-thirds said that mobile search performed worse than desktop, with the majority of that group saying it was much worse. Meanwhile, 20 percent said mobile search was slightly better than desktop, while just 2 percent reported it being much better.”
Search marketers in the U.S. are moving more of their dollars to mobile. eMarketer has estimated that U.S. mobile search ad spending alone will grow a whopping 82.3 percent this year to reach $9.02 billion.