In our review of Q4 results for all clients as a team here @Website Publicity, and then again with our Google Agency Support team this week, we are seeing huge surges across the board in search queries from mobile phones, significant increases in tablet queries and flat lining for desktop-initiated search queries. For one of our larger eCommerce clients, for whom overall search queries grew by 16% year over year (YOY) for Q4, of that increase the mobile phone queries were 54% of the added volume, tablet at 16% and desktops 1%.
Add to that, while queries through mobile are increasing, cost-per-click (CPC) for mobile ads on Google are decreasing by 16% and tablets by 5%. Desktop CPC increased by 7%.
Whether increased traffic from mobile and tablets paid off for any particular client or campaign depended on a number of factors, not the least of which is whether that client’s website had a strong ability to engage and convert visitors through mobile devices.
I’m sure many readers are tired of being told they need to optimize their visitors’ mobile experience now, whether they feel they can afford it or not. But these statistics show businesses can’t afford not to optimize their sites for mobile. People rely on their mobile devices more and more each day, and to hinder them from achieving what they came to your site to do has both short-term and long-term consequences for your business.
If you still haven’t been able to optimize the mobile experience for your visitors, talk to us. We can point you to some helpful resources.
And try hard to get to the Vermont/New Hampshire Marketing Group all-day truth-telling workshop February 19 in Concord, NH. You may not like all you’ll hear from the likes of Amy Africa, Bill LaPierre and Kevin Hillstrom, but with knowledge comes power (and success). See you there.
As Director of Paid Search, Leslie Lewis leads the agency’s efforts in all online marketing, overseeing campaign management and strategy for search, social and mobile media buys.