Mobilegeddon Starts to Bite

By David Murphy


In April, Google updated its algorithm to give mobile-friendly websites preference in ranking for organic searches. Now, more than two months after the so-called Mobilegeddon, companies that didn’t prepare their sites are paying the price with a 10 per cent decrease in traffic among those sites with low mobile engagement.

The figure comes from Adobe’s Q2 2015 Digital Advertising & Social Intelligence Reports which looked at the impact of Mobilegeddon on advertisers; the performance differences of display ad changes from Google and Facebook; the growth of Google’s search ad business; and how revenue per visits from Twitter compare to Facebook, Pinterest and others.

The report forecasts that growth in Google’s search business will slow, noting that it appears to be up 1-2 per cent Year on Year (YoY), but down compared to last year’s Q2 growth of 4.5 per cent. However, cost per clicks (CPCs) for enterprises rose 6 per cent YoY with clickthrough rates (CTRs) up 9 per cent YoY. Bing/Yahoo continues to outgrow Google, growing by 15 per cent YoY in EMEA.

The report also notes that Google’s display ad strategy is underperforming compared to Facebook: Facebook’s display ad changes (delivering nearly 50 per cent less, but more prominent ads) doubled …read more

Source:: Mobile App News