October 28, 2011, 3:37 PM

Mobile paid search clicks will soar this December, Performics predicts

17.3% of all paid search clicks will stem from smartphones and tablets.

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17.3% of all paid search clicks this December will be mobile, up significantly from 9.5% in December 2010, predicts search engine marketing firm Performics. In September, 14.2% of all paid search clicks for Performics clients stemmed from smartphones and tablets, the firm reports.

“November mobile click share will fall from October due to historically huge desktop search volume in November,” write James Beveridge, senior analyst, and Cristina Lucero, research associate, in a Performics blog post. “The primary events in November are Black Friday, Cyber Monday and the following week, and while mobile activity did lift over this period last year, it was outpaced slightly by standard desktop searches.”

Performics says one factor that is difficult to predict is the impact tablet PCs will have on mobile search.

“The wild card this year will be increased tablet usage,” the analysts write. “We think that tablets could show incredibly strong search share over the ‘Cyber Stretch.’ Tablets continued to grow—up from 34.3% of all mobile search clicks in August to 35.8% in September.”

And even though mobile is showing tremendous growth, cost per clicks for mobile paid search ads continue to be far lower than the cost for desktop search ads. Average mobile clicks are currently 53% less expensive than desktop clicks, Performics says.

“For advertisers,” the analysts write, “now’s the time to prepare your holiday paid search campaigns for the upcoming mobile rush.”

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