Adwords CTR - Computer vs Mobile

[Shopclicks]

I use the same Adwords Ads for both and I have the optimised mobile version activated.

Why would the CTR for Mobile be 4 times the CTR for Computers?

The Tablet CTR is around 2 times the Computer CTR.

For Mobile I get around 25% of the impressions I get for Computers but 50% more clicks.

Average position for each for the last 30 days:

Computer 3.5
Mobile 2.2
Tablet 3.2

Thanks!

 

[Chelios]

Hi Shopclicks,

Assuming firstly you're not using any mobile bid modifiers to increase your max. CPC for mobile ads, you're most likely seeing the effect of less competition, as demonstrated by your higher average position on mobile.

Mobile CTRs can be up to 5 times the desktop CTR on average. This is reasonably standard, especially if you have optimised mobile ads (which is great and you'd be surprised how many don't!). The downside, you may have noticed, is that conversion rate tends to be much poorer. If mobile traffic is your bread and butter make sure your landing pages are built for mobile first and scaled up rather than built for desktop and scaled down

 

[leveldisc]

I agree with Chelios.

Also, device performance (ad and landing page) contributes to ad-rank, which almost certainly explains the higher average position for tablets over desktops for the same bid. And higher position generally means higher CTR obviously.

 

[directmarketingadvice]

Average position for each for the last 30 days:

Computer 3.5
Mobile 2.2
Tablet 3.2

You've answered your own question.

Steve

 

[Shopclicks]

Thanks for your replies. The bids are just a set maximum for each keyword. I aim at putting our ads in 3rd place. I guess it's the lower competition factor and the quality of the Ads that are the key.

The downside, you may have noticed, is that conversion rate tends to be much poorer.

It's actually about the same. It surprises me because until last week the site wasn't mobile friendly. I only looked at segmenting the campaigns last week because I wanted to see if going mobile friendly made an impact.

I've actually had to turn off the mobile site while the platform development team try to fix an issue with the shopping cart. So I don't have any comparison to make yet.

Hi Steve. Yeah I kind of figured that that was going to be answer, ultimately. I was thinking that it shouldn't make such a massive difference in CTR because I never see my Ads at the top of a mobile search, they are always at the bottom of the page. (We have one major competitor who pays for the top spot for every keyword I can name in our industry).

Thanks again!

 

[leveldisc]

You've answered your own question.

Steve

It's not that simple imo.

If you normalised the average position across devices you would still have very different CTRs.

 

[Ashley Wright]

Also what are you selling? Maybe people who need your service are looking when they are on their mobiles for example rather than casual browsing when at home or work on their PC?

 

[Shopclicks]

Also what are you selling? Maybe people who need your service are looking when they are on their mobiles for example rather than casual browsing when at home or work on their PC?

We sell sports clothing and equipment. Our major demographic is 18-50yo men and mums shopping for their kids. I suppose that one factor may be, that the 18-25yo men (this is the primary group who need what we sell), probably don't own a computer.
Thanks.

 

[Nochexman]

We sell sports clothing and equipment. Our major demographic is 18-50yo men and mums shopping for their kids. I suppose that one factor may be, that the 18-25yo men (this is the primary group who need what we sell), probably don't own a computer.

I was really wondering how important the product you sell was influencing different sales. Probably worth investigating this in more detail since there could be opportunities here over and above looking at different channels.

 

[Shopclicks]

since there could be opportunities here over and above looking at different channels.

So focusing on this particular group (without a computer)? As they provide the higher CTR and comparable conversions?

 

[Nochexman]

So focusing on this particular group (without a computer)? As they provide the higher CTR and comparable conversions?

Presumably so. You need to work out whether you get better results from this channel because what you are doing is better or because this is the preferred channel for your customers.

 

[Shopclicks]

I suppose that it's not just that particular group that don't have access to a computer. The number of people who don't need a computer because they have a mobile they use for everything would be growing.

The site in question has only gone mobile friendly last week, so I'm very interested to see how the conversion rate travels after the change.

 

[webgeek]

40% to 50% of mobile clicks are accidental according to research by a number of different firms.

Often times mobile ads are displayed with less to choose from, thus giving the odds of being clicked a boost.

Add to this the impulse/novelty factors and you've got a ready made group of uncoordinated, click-happy people with little choice other than your advert. What else could they do? Refining the search is slower and more painful thanks to the microscopic keypads, so the 'go for it' clicks are inevitable, at least for now.

 

[Shopclicks]

Yes, I get what you're saying WG. I guess there has to be an element of accidental clicks, I've done it myself.