Ungated Assets #1 - Google Ads CTR: Mobile vs Desktop
Ungated Assets is an ongoing series that breaks down a compelling B2B marketing stat that's been collected, validated, and made available to the internet at no charge.
The average click through rate (CTR) for a Google search ad on mobile is 4.1%. That’s about a full percentage point higher than the average CTR for a desktop ad at 3.17%*
The level one take away here is that your landing pages must be optimized for mobile. Not just mobile responsive, but optimized for mobile. Having images that look great on desktop scale down to microscopic levels on a phone isn’t optimized for mobile. Neither is nicely laid out paragraphs that rearrange to walls of text on an iPhone.
The second level takeaway revolves around optimization of your PPC campaigns based on your data and understanding your desktop/mobile/tablet traffic split. To improve PPC performance on mobile, you could do much worse than starting with Google’s tips to optimize your ads for mobile.
*stat via wordstream