Mobile Paid Search Connects Deeper into Purchase Funnel

One of the top activities on smartphones is search. It is becoming increasingly important for marketers to take a serious look at extending paid search campaigns from the desktop web to the mobile web, especially as improvements in the quality of mobile devices are happening simultaneously with the more affordable access through aggressively priced data plans.

Recent research by Google and Ipsos OTX MediaCT adds even more ammunition to any marketer trying to get a mobile paid search budget through to execution. Their study showed that smartphone users performing a search are more likely to be in the later stages of the purchase funnel, continuing their research or even visiting a business, than they are to be in the early consideration phase. The most common single action after a smartphone search was to visit a store in person, done by 55% of respondents (source credit: eMarketer).