San Francisco—Google Inc.'s new enhanced-campaigns paid search service is helping close the gap between click-through rates on tablets and desktop computers, according to a study from online ad management company Marin Software.
The enhanced service was launched in July to simplify paid search ads across multiple devices.
According to an analysis of the “Marin Global Online Advertising Index,” which examined Marin clients' search campaigns during a nine-week period following Google's launch of the enhanced campaigns, paid search click-through rates on tablet computers were 27.0% higher than on desktops, compared with 51.0% higher in the year-earlier period. This indicates that the line between tablet and desktop search engagement is beginning to blur, Marin said in a statement.
Marin's study also found that smartphone search budgets continue to rise, hitting 12.6% of all paid search expenditures, compared with 7.7% a year ago.