Menlo Park, Calif.—Google Inc. has created a calculator that helps determine if paid search ads on mobile devices are effective.
Google's Full Value of Mobile
suite assesses the overall dollar value and cost-per-acquisition of mobile search ads across five customer action categories: purchases due to clicks on store directions, click-to-call phone calls, app downloads from mobile ads, customers using multiple devices and sales generated from mobile websites.
To use the calculator, users can import data from their AdWords programs or enter data manually. Google has tested the calculator and released a case study of its use by Adidas