For me the difference between pricing for mobile/desktop is mainly on the display side. I pay less for mobile due to lower awareness effect. Across different co

For me the difference between pricing for mobile/desktop is mainly on the display side. I pay less for mobile due to lower awareness effect. Across different companies I have noticed that every click on a desktop display ad is accompanied by around 3-4 additional awareness driven clicks. Whiles on mobile there are very few additional clicks driven. On the search side I am fairly indifferent.