Post by Marina Bastias Casas, Digital Search Assistant
Our phones are the first thing we check in the morning and the last thing we use before we go to sleep. In 2011, only 35% of people had a smartphone compared with 68% in 2015 – a significant increase in a relatively short time period (Pew Research Center). And consumers are using their mobile phones to search more frequently than desktop. And of course, as usage increases, consumers have a higher expectation for their mobile experience.
DRIVING TRAFFIC THROUGH MOBILE
Brands should be focusing their efforts on creating an optimal mobile experience for their consumers. Thanks to Google’s two search engine results page (SERP) improvements in 2016, the mobile experience has improved:
Google’s focus on mobile has paid dividends, with products such as Universal App Campaigns and YouTube offering advertisers great opportunities to engage mobile users:
According to Venturebeat, 65 billion apps were installed last year. Leveraging universal app campaigns can help advertisers reach people at the right moment – when they are looking for an app. Additionally, the next generation of universal app campaigns helps advertisers move beyond the install and allows them to optimize for valuable conversions within their apps.
Ultimately, mobile is changing the way we interact online.