Google AdWords Announces New Tools & Formats As Mobile Search Surpasses Desktop, from Search Engine Land.
Tuesday’s #StepInsideAdWords event featured new mobile-friendly ad formats for three verticals, re-vamped automation tools, and attribution and bidding strategies that go beyond last click.
For the first time, Google has stated that mobile searches have overtaken desktop in 10 countries. That news set the backdrop for the second-annual Inside AdWords event that was broadcast in a livestream Tuesday, during which the company announced a number of new product updates.
“We’ve hit an inflection point where more Google searches are taking place in mobile than desktop in 10 countries, including US and Japan. We think it’s a real turning point in digital adverting and we have been investing in mobile-focused initiatives,” Jerry Dischler, Vice President of Product Management for AdWords, told Search Engine Land in a call Monday.
“The purchase funnel is officially dead. It’s being replaced by short bursts of activity that we’ve been referring to as micro-moments,” said Dischler, adding that relevancy now triumphs over brand loyalty as the driver for users’ mobile behaviors, and the challenge for marketers is to be there in those micro-moments no matter what device users are on.