Why Your Mobile & Geo Modifiers For Paid Search Aren’t Getting The Job Done

Columnist Andy Taylor of RKG shares enlightening data on mobile PPC performance by age and location.

Mobile and location bid adjustments are both hugely important functions of Enhanced Campaigns, allowing advertisers to adjust bids for phones and locations at scale within Google campaigns.
However, location and phone impacts on performance are not independent of one another, and dissecting phone performance by geography uncovers some interesting trends for advertisers to consider in their management of these modifiers.

Paid Search Usage By State

The map below depicts the share of paid search traffic coming from phones for each state in the U.S. in Q4 2014, according to Merkle|RKG data. Across all states, phone share of paid traffic stood at 23%, with Mississippi showing the highest share at 29% and Vermont the lowest figure at just 12%.
It’s no coincidence that Mississippi is also the state with the lowest median income, as lower income users are more likely to use phones as their primary device for accessing the internet.
This is at least partially the result of how expensive it is to set up and maintain internet in home, considering the cost of a router, modem, a device with which to access the internet, and the monthly bill for internet service. With many cell phone providers offering free devices upon signing a long-term contract, phones are often the cheapest means for regular internet access.
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