CPC Ads $.14 Lower for Smartphone Platforms

Global software company Kenshoo released a report on international trends in CPC advertising spend. The report is good news for Australian based businesses who want to reach customers on their smartphones. The data released in the report, which only includes clients on Kenshoo’s cloud-based digital marketing technology, shows that Australia is one of 3 countries where considerable growth was shown in mobile search share. Mobile search share rates for paid search rose between 8% and 11% in Q2 compared with the same quarter last year in Australia, the UK, and the US. The growth rate in the UK and Australia was higher than that of the US.

In this domain of paid mobile ads increasing, the cost per click on the average smartphone ad campaign is $.14 lower than the tablet in Australia. MediaPost is reporting “the average CPC in the United States came in at $.57 for smartphones and $0.61 for tables. In the United Kingdom that range narrowed to €0.44 and €0.46, respectively. This is obviously good news for Australian businesses who wish to target consumers on their smartphones because the cost is considerably less than other mediums of advertising and the search volume on smartphones rising. It represents a significant area of opportunity. Targeting consumers on their mobile devices will no doubt continue to increase as more consumers use their mobile devices to find local businesses or shop online. In addition, Kenshoo explained that the higher CPCs for mobile reflects marketers becoming more savvy about how to measure mobile and set different goals for campaigns targeting those devices. People are using their smartphones for all types of consumer based searches presenting the opportunity for businesses to capitalise on this highly targeted and very specific type of advertising option.