Mobile search is an increasingly important area for ecommerce businesses as Google has stated that mobile queries are likely to overtake desktop queries by next year.
And new data from Covario shows that the level of investment in mobile paid search is slowly catching up with consumer behaviour.
On a global basis mobile search advertising accounted for 16% of total spend in Q2, of which 10% was spent on tablet and 6% on smartphone.
This represents an increase of 39% compared to Q1 2013 and a massive 132% increase year-on-year.
CPC prices varied significantly depending on the mobile platform. CPCs on smartphones remained at a 40% discount to desktop CPCs, but have increased nearly every quarter for the last five quarters – with the exception of Q4 2012.
Email and search are the most popular smartphone activities behind making phone calls, according to data included in our new Mobile Commerce Compendium.
When asked which tasks they had carried out in the past week, three-quarters of smartphone owners (74%) said email while just over two-thirds (67%) said search.
This again highlights the importance of mobile search, which is predicted to overtake desktop search next year, and shows that brands can no longer afford to ignore the opportunity it presents.
Digital technology, and particularly the growth of mobile provides many opportunities for brands to integrate the physical world with digital.
This could be providing information about offline locations, opening hours, optimising for mobile search, or offering reserve and collect services.
According to our Reducing Customer Struggle 2013 report, produced in association with IBM Tealeaf, just under two thirds of respondents are including information on offline locations, contact details and opening hours on their websites.
I've been looking at the stats, as well as some examples of how brands are doing this...
Consumers made a total of 3.2m online searches for flights last month, and more than 17% of these were made on mobiles, which highlights the need for travel firms to optimise their sites.
According to stats from Greenlight, 'Cheap flights' was the most popular term searched for on Google UK, accounting for 17% of all flight searches, and 20% of all searches made on mobile.
So are the travel sites ranking for these terms optimising for mobile? Using the term 'cheap flights', I've been checking the top ten results...
Google's Webmaster Central blog today announced changes in the way it ranks smartphone search results, with a focus on eliminating flaws which affect the user experience.
One of the usability issues highlghted is those pesky interstitials which prompt visitors to download mobile apps, while other issues include faulty redirects and unplayable videos.
This seems to be a positive move from Google, and one which should help to eliminate the usability problems which detract from mobile browsing.
Here are some of the issues to avoid...
Mobile search has grown massively in the past few years and is predicted to overtake desktop search by 2014.
Furthermore, according to Google 40% of mobile search has local intent and 55% of mobile search conversions happen within an hour, so there is a huge opportunity for local businesses to take advantage of this new consumer behaviour.
However we’ve previously seen evidence to suggest that although businesses are aware of the opportunity in paid search, they’re failing to properly optimise their campaigns.
Last year I looked at three valuable keywords (mortgages, insurance and loans) and found that only six out of the 15 paid search results linked to mobile sites.
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include mobile strategy, desktop use in Australia, personalisation, mobile search, tablet apps, ad targeting, international ecommerce sales and conversion rate optimsation.
For more digital marketing stats, check out our Internet Statistics Compendium.
When consumers search for things on their mobiles more than half usually intend to buy it, according to new research from Google and Nielsen.
The Mobile Search Moments report looks at why and when people use smartphones to search, the actions that result from these searches and how marketers can capitalise on every moment of the process.
Participants in the study were asked to log their mobile searches over a two week period in Q4 2012, which resulted in more than 6,000 mobile searches being recorded, and then follow-ups were conducted by Nielsen to see what actions resulted from these searches.
Smartphone CPCs in the US are 46% cheaper than desktop at $0.30 and $0.56 respectively, according to Q1 data from Kenshoo.
In comparison, tablet CPCs are just 18% lower than desktop at $0.46.
This highlights the fact that it is still relatively cheap for businesses to target customers through mobile search campaigns, an opportunity that many brands are failing to take advantage of.
Our new Paid Search Best Practice Guide includes a section focusing on mobile search, including information and advice on Google’s new Enhanced Campaigns.
Local search is becoming increasingly important as consumers look to find information about the products and services near to them.
For example, 81% of UK smartphone internet users have looked for local information with their devices, and these people are just as likely to purchase in your store as online.
There’s an extremely valuable amount of traffic available for local queries, so if you are a local business it becomes extremely important to deliver your messaging to these searchers.
Google has focused heavily on improving its local search results experience, and queries that trigger a local results page have increased in number, so that the location no longer needs to be part of the search query.
Google integrates data from Google+ to its map listings, so the easiest way to make sure your business is appearing on a map search is to ensure your Google+ business page is set up and using the correct address.
Here are five examples of PPC ads using location to enhance listings and (hopefully) increase CTR...