Retailers should shelve any fantasies about cutting costs by halting their mobile ad spending — at least according to a July study from Google. The company’s latest research shows that as much as 88 percent of all traffic driven by paid mobile advertisements would be lost if marketers decided to pause or cancel their mobile campaigns.
That 88 percent of Web traffic tied to paid search ads couldn’t be replaced with organic, unpaid search results, the study explained, so attempts to drive Web traffic that way wouldn’t work. Most traffic driven by mobile ads comes in addition to organic search traffic, which occurs when Web users visit a website through a link generated by an online search query.
Google’s study also notes that 61 percent of all smartphone owners turn to their devices to conduct online searches on a daily basis, demonstrating the heavy reliance on mobile searches by the average smartphone user.
This latest study from Google backs up past research that found similar results. In studying 12 different industry verticals, Google determined that every single one enjoyed search-driven traffic that would largely disappear if mobile ad spend were to stop. In fact, each industry would lose at least 80 percent of that traffic.
Investing in Mobile Search Visibility
While every industry included in the study benefits greatly from mobile-search traffic, some fare better than others. Classified and local advertisements saw the most significant gains from mobile ads, with 97 percent of all paid-search clicks liable to disappear without ad spending.
Coming in second were business/industrial and education/government, at 94 percent. Technology came in next, with 90 percent of ad-driven traffic dependent on the use of paid ads.
Google also cited the quality of a campaign as a variable that affects mobile-ad performance. Among the factors affecting this performance were the user’s location when conducting a search, the time of day and the mobile device used.
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