Marin Software: The highest click-through rate of smartphone top ads reached 39%

199IT original compilation

We all know the impact of search on CTR, but new data from Marin Software further quantifies the CTR of mobile and desktop ad positions. The data shows that the top is most important for smartphones, and the distribution of tablet CTR is more similar to that of smartphones.

The study investigated the click-through rate share of ad positions and found that the top of smartphones accounted for 39%, tablets accounted for 36%, and PCs accounted for 30%. The click-through rate share of positions 2 to 4 was basically the same for each device, and the click-through rate share of positions 5 to 7 PCs was higher than that of mobile devices.

The analysis noted that the top position is more important for smartphones, as there is often only one ad at the top of the search results page. More interestingly, the click-through rate of the ad position shows that tablets are more similar to smartphones, even though tablets and PCs use the same search results page display.

A broader survey of all Marin U.S. customers revealed:

• The top click rate for smartphones is 4.9%, tablets is 4.3%, and PCs is 3.2%;
• Smartphones ranked second with 2.2% of clicks, tablets with 2%, and PCs with 1.9%;
• Smartphones ranked third with a click rate of 1.9%, tablets with 1.6%, and PCs with 1.5%.

The click-through rate of smartphones and tablets is declining faster than that of PCs. In other words, the click-through rate of PCs will have an advantage in the future.

Compiled from: marketingcharts Translator: Sun Ying