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by Nathan Bethell, Kenshoo

“An analysis of UK paid search data from the first quarter of 2013 indicates that retail advertisers have an opportunity to maximise the total paid search traffic to their sites if they shift more spend in that direction. Research shows that search advertising on mobile phones costs less (£0.20 per click) than on computers and laptops (£0.30 per click). At the same time ads on mobile phones represent only 7.8% of spend on paid search but generate proportionally higher (11.5%) of total clicks.”

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