iProspect’s first quarter, year-over-year (2014/2015) Google AdWords data showed strong growth for smartphones in terms of both impressions and clicks. More and more brands are beginning to see the value in mobile investment, and are therefore willing to bid more frequently and aggressively. Consistent growth across all key metrics for smartphones indicates that searchers have made the shift to mobile—and advertisers are following their audience.
When combined, smartphones and tablets now make up 30% of overall impressions and 46% of clicks. In categories like retail, consumer electronics and travel, performance on computers and tablets is down year-over-year, while smartphone performance is skyrocketing.
Driving much of this activity and shift is Google’s focus on mobile. Their latest algorithm update, widely dubbed “mobilegeddon”, went into effect April 22, 2015 and impacts all mobile searches in all languages. Essentially, it means businesses need to ensure a seamless experience and easy access to information on their website, regardless of the device the visitor is on.
But ultimately, advertising success comes from focusing on people and understanding their behaviors versus focusing only on device targeting. In today’s complex search landscape, we need to understand why people are searching as much as how they are searching. Understanding the context helps predict the exact moment a consumer will have a need your brand can fulfill, so that you be there to meet them.
Here are some things advertisers should do now to maximize second quarter performance and prepare for a strong finish in 2015:
In iProspect’s 2015 Q1 Paid Search Trends Report, we dig into the data and analyze what it means for advertisers today.