According to Jason James, product manager for paid search at the firm, mobile text ads are still a bit of an experiment for online retailers.
"Click volume is fairly low and conversion rates are, not surprisingly, lower than on PC's and laptops - for no other reason than the difficulty of checking out on a mobile device," Mr James explained.
However, he added: "With conversion metrics growing during the winter, this is the time to start or expand a mobile campaign."
Some 44 per cent of total searches for last-minute gifts and store locator terms will be from mobile devices this Christmas, a projection by Google Mobile Ads has suggested.
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Posted by Andre Dixon
