Search marketers are looking beyond Google as mobile searches increase

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 15, 2019, 5:14 PM UTC

Advertisers have increased spend on Apple search ads by 90% in the last two quarters.

Paid search has grown by 11% and impressions have risen by 36% in the period from the first quarter of 2018 to the first quarter of 2019, according to Kenshoo Trends Report. However, there has also been a 25% decrease in click-through rates and an 11% decrease in cost per click.

This piece says that with more people turning to search while looking for apps, Apple search ads seems poised for more growth. Kenshoo reported a 90% growth in ad spends on Apple search since they started tracking the service in the third quarter of 2018.

Although spending on mobile search ads has increased, the report says that mobile CPCs are still lower than desktop rates. This article says that search marketers are looking to create more efficient ads and are focusing on mobile search.

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