Driving Engagement in a Mobile-First World

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.


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:

  • Removal of right-hand rail ads in order to improve the search experience and make it consistent across mobile, desktop and tablet
  • Introducing expanded text ads as an optimized format for a mobile-first world. They include a larger headline with ad copy that takes up more space on a mobile screen

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:

  • Universal app campaigns helps advertisers move beyond the install and lets them optimize for valuable conversions within their apps
  • YouTube has become a valuable resource for users in the “buying” phase of the consumer journey.

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.


  • The world is moving towards YouTube – mobile has not only changed how we search and interact with apps, but also how and where we watch videos
  • YouTube is moving the world – what people are watching is changing, too. YouTube personalities and influencers are influencing and changing the types of content that are created and consumed on the platform

Ultimately, mobile is changing the way we interact online.

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