China mobile search advertising only represented 13.1% of total search advertising click share, according to Marin Software’s latest annual report.
As the data only covers Google Mobile which has low market share in China’s search market, the absolute value of the findings are not so useful; the trend can still be referred to.
According to our experience, the mobile CPC in China is lower than PC in many circumstances and the tablet CPC is more costly.
Marin report provided 3 tips for mobile search advertisers:
- Positions 1 and 2 are by far the most valuable positions for ads.
Across all devices, click-through rates drop by 50% after position 2, from roughly 5% to 2.4% - Ensure that all parts of their conversion path are well-optimized for mobile devices
- Marketers should look into tracking mobile ad formats like click-to-call and store-locator
