Mobile search is growing rapidly, increasing by 250% for Q1 year-on-year as traffic on mobile devices increased four-fold. It’s also a trend that looks set to continue.
Mobile now accounts for 11% of all UK search spend compared to 8% in the US, yet many companies have been slow to wake up to the opportunities that it presents for increasing brand awareness and customer acquisition.
One such case in point is paid search. Brands are spending big bucks on some keywords, but are neglecting the mobile searcher. This not only reduces the opportunities for acquisition, but could also negatively impact Quality Score.
With this in mind, I looked at which brands are most visible for each of the three most valuable keywords (mortgages, insurance and loans), and whether they make the most of their prominence by linking users to a mobile site.