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Search giants caution brands to think ‘mobile’ for better results

Mobile in handMost marketer conversations are moving in the direction of operating in a multi-screen world, with people using smartphones to search, shop, engage with brands and consume media in an unprecedented manner. For Google AdWords, this also means delivering quality experience on mobile devices, since it not only affects sales and customer loyalty but in the case of adverting on Google, it also impacts organic visibility, Quality Score, ad position and cost.

A recent Nielsen research indicated that 48 per cent of mobile consumers start their purchase journey with paid and organic search results. “With mobile ads, the quality of mobile landing page experience directly affects how ad ranks, including whether it’s seen at all, and what and advertisers pays per click. Mobile site experience factors can also directly affect organic search rankings,” commented Adam Juda, Director of Ads Quality, Google AdWords in a company post.

The deliberation is not only on mobile traffic and lower CPCs (cost per clicks), but after the click, the mobile landing page experience should also be able to convert visits into sales and build customer loyalty. According to 2012 research on what users want from mobile sites, 67 per cent of consumers pointed out that a mobile friendly site makes them more likely to buy and 74 per cent said they’re more likely to return to that site in the future.

It may be recalled that Baidu in China had recently announced a preference for brands that had mobile optimised sites. Brands that were not mobile-friendly would not reflect on the first page of Baidu results. Both search companies are looking to offer relevant resources to brands in order to be able to advise brands on mobile optimised sites.