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Concrete Evidence on Tablet ROI in AdWords (Exhibit B)

Posted September 23rd, 2013 by Andrew Goodman

Continuing the data dump. Data: what a great way to start the week!

Client B

  • In a travel-related business. The dataset is pretty big, so no problem with reliability here.
  • We’re getting lukewarm, but steady, conversions from mobile devices (smartphones) with full browsers. We’re able to control these bids.
  • Success is measured by e-commerce transactions (bookings). Some business is on the phone, but about 60% of conversions happen online.
  • Average CPC is roughly the same between tablets and computers; tablet CTR’s are quite a bit higher.
  • About 15% of clicks are on tablets; about 13% is on smartphones, leaving 72% of current clicks in this account on computers. The smartphone CPC’s are 40% lower than computer, so the spend is manageable.
  • CPA on tablets is about 48% higher than on computers. Much better than the previous example, but still not a profitable channel for the client. Just like any other big segment, we want to control the bid.

Before Enhanced Campaigns, many clients were quite granular with their mobile bidding strategies. Some excluded Android because the buying behavior seemed markedly different on Android devices than on iOS, etc.

I can think of no good reason why Google wouldn’t move to allow this flexibility.  It’s already working well in the mobile devices arena, with many advertisers continuing to spend at “mobile appropriate” levels.

The market for clicks is efficient and opportunists always pile in whenever pricing gets better in a given segment.



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