I love the title of the Google Mobile Ads Blog. It sums up what has become more and more evident in the last couple of years.
We just came off the media saturated 2012 Summer Olympics. I think you’d be hard pressed to find an event that is more heavily promoted over a short period of time globally than the Olympics. They were promoted on traditional television, but this was the first multi-screen Olympics with viewers engaging across television, laptops, phones and tablets. I was cheering women’s soccer on the big screen, while checking the progress of other events on my laptop. My husband was watching swimming as the kids were texting on their smartphones and searching facts on the tablet. It was really incredible. The searching that was going on from our household alone was really surprising to me and brought home Google’s analysis of it.
There was a 10 fold increase in Olympics mobile search globally. The graphic they used for Paul McCartney Search in the opening ceremony was stunning.
Google reported that this multi-screen trend was the most pronounced to date and the global reach of it is huge.
An interesting pattern that Google noted was that island nations didn’t follow the same search volumes by type as the rest of the world. On islands, particularly the popular tourist destinations, tablet search shares were almost equal to smartphone. This may be attributed to the increasing importance travellers feel when on vacation. Tablets are allowing tourists to take pictures and videos, read, search, watch and communicate like never before.
For business this again reinforces how important it is to target your PPC ads correctly to maximize your ability to attract and convert the traffic you want. It’s no longer a winning bet to run an ad, set a budget, then ignore it. You’ll need to keep on top of the refinements in AdWords, to target time, location and device type, and to optimize your website and landing pages for the devices.