US Paid Search ROI Seen Increasing on Smartphones

Adobe-US-Paid-Search-Trends-by-Device-Q42014-Q42015-Mar2016Source: Adobe

    Notes: Smartphones’ share of US paid search spending rose to 20% in Q4 2015, per Adobe. With an almost 50% year-over-year increase in revenue-per-click in Q4, smartphones also turned in a strong quarter in terms of ROI, with the 31% year-over-year increase in contrast to a relatively flat ROI performance for computers and tablets. Adobe notes that the increase in smartphone transactions led to more competitive bidding from advertisers, with smartphone costs-per-click up 9% year-over-year in Q4.

    The increase in paid search engagement on smartphones comes at the same time as another report showing that email response rates are also growing on mobile devices.

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