Research reveals that Facebook interactions and overall paid search continues to grow, predominantly from increasing mobile traffic.
According to Adobe's Digital Index report, Facebook brand engagement grew by 896% since Q3 2011.
The report predicts that engagement on the social networking will surge in Q4 2012 as brand investment in social marketing continues to be popular.
Mobile users accounted for almost 25% of all Facebook engagement. Mobile traffic is predicted to steadily grow with one in five paid search clicks coming from a tablet or smartphone. Adobe says that marketers will most likely tailor campaigns for specific mobile operating systems like iOS and Android.
Conversion rates are also becoming more significant because of increasing mobile search traffic growth.
Facebook's average brand post engagement
"Mobile and social continue to play key roles in digital marketing growth," said David Karnstedt, senior vice president of media and advertising solutions at Adobe. "Smart marketers are activating this data; taking advantage of opportunities such as advertising on smartphones and tablets as well as capitalizing on Facebook's platform changes to reach customers in a more personalized way. By strategically adding these elements, marketers exponentially increase their overall ROI and can then accurately attribute value to each channel."
Search advertising remained steady in Q3 2012 but search spending shifted significantly to mobile devices.
According to Adobe, search spending in the U.S. and Europe is expected to continue to rise for Q4 2012 and Q1 2013.
The report predicts increased CPCs (cost per click) and growth rates of 15 to 20% in the U.S. and Europe due to the holiday season and Google shopping's new paid model.
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