The Time Has Come. More Searches are Now on Mobile than Desktop
Last year Google made several informal comments about the likelihood of mobile searches surpassing desktop searches sometime in the year. Google confirmed earlier this month that this has finally happened. The company reports that, “more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”
Google did not elaborate on the numbers, but they did share that mobile searches refer to both browser-based searches and mobile search apps. Additionally, the numbers are only coming from smartphones, not tablets.
Though this news doesn’t come as a shock, it’s still exciting to hear. Knowing that more searches are done on mobile devices provides new opportunities for marketers to reach customers on their buying journey through a variety of new touchpoints.
Consumers Want More
Consumers, we know, have higher expectations than ever before. They want things done the right way the first time around, and they don’t have much forgiveness for companies that get things wrong and don’t take the time to acknowledge their mistake. This puts more pressure on companies to answer their customer’s needs at that very moment. If they don’t, they could lose out on a sale, and possibly, a long-term customer.
Google Rolls Out New Ad Experiences and Products
Happily, Google has created a variety of tools and ad experiences that are intended to help marketers better reach their mobile audience at the right moment. Some of the new ad experiences, for instance, offer richer formats that cater to mobile users. Automotive Ads presents a beautiful carousel of cars inside and out for shoppers to look through, while Hotel Ads shows current prices for hotels, user reviews, high resolution photos and Google Street View.
In addition to new and improved advertising tools, Google is also helping marketers measure every moment so that they can be most influential with mobile customers. The new products that were rolled out earlier this month include AdWords attribution, cross-device conversions integrated with automated bidding and marketing experiments.
Mobile-Friendly Algorithm Prompts More Changes
These new ad experiences and products couldn’t have come at a better time – just a couple of weeks after the mobile-friendly algorithm was rolled out. The algorithm was said to be a game changer, and though many mobile webmasters haven’t seen much change, we can assume that websites that weren’t mobile friendly took a hit.
Google is always refining its practices to best meet people’s needs at the exact moment they are looking for them, and these recent advancements keep right in line with that. With a new algorithm in place, marketers are going to be even more motivated to keep their sites mobile friendly and cater to the demands of their on-demand audience.