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BizReport : Search Marketing : July 16, 2015


Google's 'mobilegeddon' affecting marketers

It has been three months since Google's deadline for brands to ensure their websites are mobile-friendly passed, so what has the effect been on those with websites that are not mobile friendly? The latest data from Adobe reveals all.

by Helen Leggatt

In the latest Adobe Digital Advertising Report, the first since Google's algorithm changes, it can be seen that organic traffic to sites with low mobile engagement has fallen by as much as 10%. Furthermore, there has been a 16% increase in the mobile unfriendly sites' CPCs as advertisers with better Quality Scores are prioritized over those deemed to have less relevant content, while the click-through rate fell 9%. In a nutshell, ad buyers paid more for less.

mobilegeddon.png

The results are based on data from Adobe Media Optimizer, Adobe Social and Adobe Analytics (cumulatively representing 890 billion digital ad impressions and 21 billion referred social visits to all major social platforms).

The report also noted a 1%-2% rise in search traffic compared to the previous quarter, and display ads saw click-through rates rise 24% YoY. This is due to the number of ads served being reduced by 22% compared to the same time last year.

Prathan Chorruangsak / Shutterstock.com">

Image via Shutterstock

Tags: Google, mobile marketing, search marketing










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