‘Are these the three most important mobile PPC metrics?’ – ‘Econsultancy’ Blog
David Moth says, “Mobile and desktop paid search ads vary wildly in terms of the use case and the UX.
Fewer ads are displayed on the mobile screen and advertisers have less copy to work with.
Mobile searchers are also in a different frame of mind. They’re more likely to know what they want and are ready to take action rather than browsing.
Research shows that three out of four mobile searches trigger follow-up actions, whether that be further research, a store visit, a phone call, a purchase or word-of-mouth sharing.
As a result of these differences, marketers need to monitor different KPIs and metrics”.
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