Google: In a study conducted by Carphone Warehouse, spend on mobile search delivers a 5:1 ROI, and 90% of clicks are incremental

With 800 retail stores across the UK and Ireland, Carphone Warehouse is the UK’s largest independent mobile phone retailer. Working alongside Adobe Media Optimizer, Google and Carphone Warehouse designed an experiment using a geo-based methodology to develop insights around this phenomenon of consumers conducting research on potential product purchases on the mobile web then completing subsequent transactions elsewhere. Specifically, they sought to find an answer to the question “Does mobile search advertising with Google drive consumers to buy in-store?”
  • Indicated a 5:1 return on Google mobile search ad spend
  • 90% of additional clicks generated by upweight were incremental
“Mobile devices are increasingly the screens that have a key role in early researching journeys, so understanding how digital affects and influences the consumer’s purchasing behaviour and journey through all channel touch points is key” – Gareth Jones, Head of Online Marketing Carphone Warehouse