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Report: Mobile set to drive one-third of paid-search clicks

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San Francisco—Smartphones and tablets will drive a third of U.S. paid-search clicks by the end of this year, up from 23.4% in 2012, according to a report by online ad management company Marin Software. Also, according to Marin's "The State of Mobile Search Advertising in the World," paid-search campaigns on smartphones and tablets delivered higher click-through rates at a lower cost-per-click. However, conversions were lower on mobile devices overall. Marin added that it will become more challenging this year for marketers to separately devise and analyze search campaigns by device because of Google's restructuring of its AdWords paid-search service, removing the ability to have specific mobile, tablet or desktop-targeted programs.
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