Google is not the only player in the mobile search arena.
And it is quickly losing dominance as mobile apps take over.
According to a recent report from eMarketer, 85.9% of digital ad search dollars will go toward mobile by 2018. And Google’s share of this market has already begun to fall.
Even though Google made an announcement earlier this year about mobile search overtaking desktop, the trend seems to be in favor of mobile apps rather than major search engines.
While Google is far from likely to be eliminated from mobile search, browsers do not play as large of a role on mobile devices as they used to.
Since activity on mobile devices is not limited to browsers, many searchers are taking advantage of stand-alone apps for specific search queries.
Yelp is one example of a mobile app that has been carving out a chunk of mobile search revenue. Last quarter was the first time that Yelp’s unique mobile visitors surpassed unique desktop visitors. Their earning’s report also revealed a 22% increase in quarter-over-quarter mobile visitors, which has now hit about 83 million.
Mobile devices are heavily relied upon for completing local search queries. Although Google has persuaded local business owners to create a business page with them in order to rank well, Yelp still has a stronger presence in the local search scene.
Other mobile apps are also gaining ground and dipping into the mobile ad goldmine. Some of these niche apps include the job-search app Indeed and the travel app Kayak as well as several ecommerce and encyclopedia apps.
Google is catering to the growing business demands associated with mobile consumers in several ways, which includes their call-only AdWords campaigns.
Paid search has already shifted toward mobile-focused outcomes.
And with about 72% of mobile engagements taking place on apps, the flow of revenue will be biased toward these applications.
Mobile apps are changing the way we search and this makes it critical for marketers to determine the most effective way to target these types of searchers. Call tracking is one solution that can help marketers optimize their marketing spend to give them the best ROI from their campaigns.
The best marketers aren’t loyal.
They take advantage of the advertising platforms that offer the highest profit potential. And when it comes to mobile search, your options aren’t limited to Google.