[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][text_output]I first met Luke Smith, one of Croud’s founders, back in 2008 whilst he was working for Google. I was an eager but wet behind the ears account executive only 3 weeks into the start of my career in search and was trying my hardest to absorb all of the information (most of which went over my head) that Luke and his Google colleagues were conveying at an event they were hosting for The Search Works. The main thing I remember was the Google team stressing the growing importance of mobile, the growth of which consistently outpaced desktop from that point onwards.
Jump forward to 2015 and Google’s Step Inside Adwords event that took place on Tuesday of this week with Google announcing that for the 1st time ever, mobile searches have overtaken desktop in 10 countries. 10 countries… that’s pretty big when those countries include the US and Japan.
It is however not really much of a shock, as everyone has seen it coming for a long time. Pretty much every client meeting I’ve been involved in for the last 5 years, regardless of vertical, has shown mobile impressions on the rise each quarter and the increase of more complex search queries. It also then did not come as much of a surprise when Tuesday night’s event was very much focused on new mobile friendly products.
Cross Device Conversions in Automated Bidding
The ever increasing complexity of consumer paths to purchase are making it super important to measure activities that start on one device and end on another. For search marketers, having accurate insight into this data is the holy grail, but for now we have to make do with estimated cross-device conversion data. Therefore, the inclusion later this year of cross-device conversion data into automated bidding strategies is a leap forward.
Store Visits Data
Google started reporting this data in Australia, the US and Canada towards the end of last year and have recently announced that they’ll be rolling it out to a further 10 countries in the coming months. This is great news for bricks and mortar retailers and as I discovered at one of my previous roles at a large Telco company, getting truly measurable ROPO data (research online, purchase offline) is a huge focus. This is because this data can feed into your attribution modelling to prove the true value of your online marketing activity.
Consumer’s expectations of what they want from a mobile experience are considerably higher than they were a couple of years ago. According to Google, “Car buyers spend up to 15 hours online researching, comparing and learning” when looking for a new motor and they want images and visual content.
As a result, Google are launching automobile ads, a new ad format that takes you directly to a swipeable carousel of images that show you how a car looks both inside and out. From there you can tap on an image and bring up more detailed information on MPG, horsepower etc. From a search marketing point of view, there will be a ‘dealers’ link that will show local car traders nearby.
Next up are hotel ads for mobile and desktop. You don’t need to have an IQ of 500 or be a search specialist to take a punt on what these are. The beauty of hotel ads is not only that they serve up all of the relevant information you’ll need in one place – availability, price, location on Google maps etc. – but they also give you the option to click through and book.
The forthcoming launch of these formats and the increasing focus on cross-device data is a further push by Google into making the mobile user experience less painful and is likely a taste of things to come. The recent mobile algorithm change – which has delivered some fairly inconsistent results in terms of ranking changes for some sites – and the announcement of these new mobile-centric products emphasise the significance of mobile in search. This, teamed with fact that UK consumers are predicted to be purchasing goods and services totalling £53bn a year through mobile devices by 2024, means that if you’ve not got your house in order and mobile strategy in place then you’re missing out on a fairly substantial revenue stream… Obviously, Croud are always on hand to assist with this.[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]