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Incremental Clicks Impact of Mobile Search Advertising

Shaun Lysen
Google, Inc. (2013)


In this research, we examine how the number of mobile organic clicks changes when advertisers significantly change their mobile ad spend. This continues the line of research of search ads pause by applying it to the mobile platform. We utilize a statistical model to estimate the fraction of clicks that can be attributed to mobile search advertising. A metastudy of 327 advertisers reveals that 88% of ad clicks are incremental, in the sense that the visits to the advertiser’s site would not have occurred without the mobile ad campaigns.