The findings from the Kenshoo Search Advertising Trends Q1 2013 report also indicate that increasing demand for both tablet and phone advertising has driven up cost-per-click (CPC) to £0.20 on phones and £0.30 for tablets (which is now equal to computers).
While UK advertisers' share of total paid search spend on computers (72.3%) and tablets (16.7%) is closely aligned with the share of clicks they generate, phones lag behind with 11.5% of total clicks, yet only 7.8% of the total spend.
Aaron Goldman, chief marketing officer at Kenshoo, believes the fact that mobile phone ads have a lower CPC than computers and tablets provides UK advertisers with the opportunity to maximise clicks, by reallocating spend to mobile and using advanced key performance indicators (KPIs) to track success.
He said: "Advertisers should be assessing the value of mobile clicks in alternative ways because you can’t expect a phone to deliver the same rate of direct online sales as devices with bigger screens that are typically used in the home.
"It’s imperative to track and optimise conversion events like phone calls, app downloads, check-ins, website registrations, store locators. These are KPIs we should be using to measure the effectiveness of phone clicks."
The Kenshoo Search Advertising Trends Q1 2013 report is based on a rolling data set said to cover "several billion dollars" in global paid search spend by advertisers and agencies, which have been active on the Kenshoo platform during the previous 24 months.Follow @DurraniMix