Head of contextual advertising Agency i-Media Vera Larkin on the results of the comparison of conversioncast mobile and desktop traffic. Within the Agency we often conduct mini-studies that help to identify vectors of development for individual projects and for the industry, which we do, in General. Todays topic — the comparison targeted traffic on various types of devices. In the analysis we focused on the attribution model, which still continue to adhere to the most advertisers, and to consider only the conversion on the last click.
Conversionist adaptive and mobile sites directly affects the performance efficiency of contextual advertising. The low efficiency of the landing page leads to the need to apply adjustments to rates and budgets to advertise on smartphones. The situation with low conversionist mobile sites characteristic of the market of mobile sites in Russia.
In our study, statistical data of projects with different conversionist, and overall it reflects the General trend. Most advertisers continue to underestimate mobile audience and are not willing to invest resources in improvement of the adaptive version of the site. This, on the one hand, a negative point is a point of tremendous growth for each advertiser. Where do you want to work your competitors, you must act.
So, we collected data on the following parameters: Then segmented the data by device types and compared them to the advertising systems and topics. For a start look at the big picture. The volume of mobile traffic in all studied subjects was 26%. In Google AdWords was received almost two times more mobile data traffic than in “Yandex.Direct”.
This is due to the amount of traffic that can be obtained from the partner sites within the Google display network. CPC on mobile devices is 8.5% lower than on desktops. The conversion rate is higher in sites on the desktop, and as a result, there is a cheaper CPA. To begin, rate the percentage of clicks received from mobile devices of their total number. In different themes it ranges from 17% to 41%.
It is important to note that the percentage of clicks may be higher. In some projects are set up the negative adjustments due to low conversionrate site from mobile devices. When comparing the share of the number of conversions from your mobile ads from their total number in each of the topics was the absolute leader of “Medicine”. The share of mobile conversions in this category is 38%. After descending real Estate, and ecommerce, “b2b-segment” and “Auto”.
It is important to note that the calculation used only the conversion last click (excluding associates). The only field in which the cost of conversion from mobile devices was less than with desktops became “Medicine”. In other themes mobile CPA exceeds desktop cost. If in b2b it is higher by only 20%, the “real Estate” and “Auto” — more than two times. Back to section “General data”.
Graphics compared to CPA on desktops and in mobile shows that mobile CPA is in average two times higher. Why “Medicine” has become such an exception. The reason is simple — low price click. Despite the fact that CR on desktops above, the CPA was almost 17% below due to the difference in CPC. In other subjects the price of mobile clicks was also below the desktop.
For example, in the category “real Estate” mobile CPC 33% lower than on desktops. It is absolutely in all the study subjects CR on desktops was higher than mobile. In “Auto” and “real Estate” desktops convert better than mobile, 2 and 2.2 times, respectively. In General, contextual traffic from mobile devices is less of a conversion than desktop. In Google AdWords due to the greater number of clicks, lower CPC and additional customization features advertising campaigns are able to get more conversions at a lower CPA.
A comparison of the effectiveness in terms of themes revealed areas where mobile traffic with contextual advertising converts more often and cheaper. In addition to leading the “Medicine” yielded interesting data on b2b segment. The number of conversions from mobile here close to the ecommerce theme and the cost differs from desktop CPA is not as much as in themes “real Estate” and “Auto”. Unambiguously clear that the potential of mobile traffic is not used until the end. This is evidenced by the relatively high share of clicks from mobile devices and low CPC in all subjects, as well as the difference in conversion between desktop and mobility.
The Council. Do not forget to estimate the contribution of mobile traffic to conversion on other types of devices with reporting assisted conversions and cross-device. Send your speakers and case studies about advertising and marketing on [email protected]