Lauren Evans says, “Paid search has evolved way beyond the traditional keyword-based desktop ads where it all started.

The latest quarterly data from Kenshoo indicates that 62% of clicks and 60% of impressions from search ads now come from ad types other those that involve bidding on keywords entered into desktop searches.

So what makes up these other clicks and impressions and why?

1. Phone and tablet ads

No prizes for guessing that mobile ads are now one of the biggest areas of search advertising, and smartphones lead the way.

In fact, in the second quarter of this year, spend directed at search ads on smartphones grew 63% year-on-year, and made up 41% of clicks and 30% of spend in the quarter.

If tablets are added to the mix, those percentages jump to 54% and 44%, respectively”.

Four ways PPC has evolved beyond simply targeting keywords on desktop searches

Econsultancy

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