San Jose, Calif.—Spending on search marketing campaigns continues to rise, with a growing emphasis on mobile devices because of their stronger conversion rates, according to a report from Adobe Systems.
According to the company's "Q2 2012 Global Digital Advertising Update," paid-search budgets in the U.S. increased 13% in the second quarter of the year, compared with the year-earlier period, with paid-search return on investment increasing 23%.
Mobile traffic, notably from tablets, continued to provide a significant opportunity for advertisers, according to the report. Tablet cost-per-click remains lower than on desktop computers, but with conversion rates 20% higher. Adobe's study was based on a Q2 analysis of data from more than 5,000 companies using the Adobe Digital Marketing Suite.