Google warns retailers that desktop clicks are set to decrease in 2015

Google search queries in the retail sector grew by a total of 14% in Q3 2014. Desktop queries grew by 4% while tablet queries grew by 21% and mobile queries grew by a staggering 37% compared to Q3 2013.

The most worrying trend from last year for many advertisers is that desktop clicks decreased by 12% YoY and mobile clicks have increased by 41%.

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These volumes show the ever-increasing universality of the smart phone and how use of mobile phones is shaping digital marketing strategies. According to a recent Econsultancy survey more than 76% of professional marketing respondents admitted to planning an increase in budget for mobile in 2015. This includes mobile marketing and ensuring that websites are relevant and accessible across the ever-growing number of devices and interfaces.

It can sometimes be difficult to see the full impact of mobile marketing because whilst mobile ROI has been improving it is yet to be properly quantified and measured. An extra level of focus this year will be placed on tracking cross-device and multi screen activity as well as tying back mobile traffic to increased foot-fall in shops.

So how can you make sure to stay ahead of this trend in 2015? First of all make sure that your website is fully optimised for a range of mobile devices. A quick way to check this would be to look through the Devices report within Google Analytics, this will give you an idea of where development may be necessary to improve your website performance.

For help with mobile marketing and optimisation please get in touch.