Smartphone cost-per-clicks fell sharply against desktop in Q3

VIRGINIA, USA: RKG's Digital Marketing Report covering the third quarter of 2013, found that with smartphone CPCs reduced from 60 per cent of desktop levels to 35 per cent, mobile spending share was flat from Q2 to Q3 at 24 per cent.

RKG has consistently shown a wide range in the value of ad clicks across device types, with smartphones generating an average revenue-per-click that was 74 per cent lower than desktops in Q3.

Report reveals that Google search spending growth was stable at 18 per cent YoY, despite advertisers reducing average smartphone cost-per-click (CPC) in conjunction with the transition to Google's new Enhanced Campaign model.

While mobile continues to drive the bulk of search volume growth, with smartphone and tablet spending up 66 per cent and 79 per cent YoY on Google respectively, advertisers reinvested gains from their mobile ROI improvement back into desktop, which saw spending growth jump from 1per cent in Q2 to 10 per cent in Q3.

For the full third quarter, tablets and smartphones combined to generate 30 per cent of search ad clicks, up from 28 per cent in the prior quarter.