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Good news for advertisers as tablet users embrace paid search ads

by Doug Drinkwater

July 13 2012

A new study from Marin Software, the online ad management platform provider, finds that paid search ads are increasingly becoming a big hit on tablets and smartphones, with tablets in particular offering excellent click-through rates.

Having consulted over 1,500 advertisers and agencies for its just published U.S. Online Advertising Quarterly Report, Marin Software uses the study to reveal that paid search ad spend on tablets has risen by 40% on a quarter-on-quarter basis, with this rise primarily put down to the increasing adoption of tablets.

The company goes onto say that the share of clicks via tablets grew by 33% over the quarter to account for 8% of all paid search clicks, with smartphones accounting for another 10% of all paid search clicks.

Furthermore, the study also indicates that click-through rates are 42% higher on a tablet than on a desktop PC, but suggests that, out of the two devices, it is tablets that offer the lower cost per click (CPC) rates.

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