Mar 14 2016

Google Mobile SERPs Study: Big Opportunity For Paid Search

Category: mobile marketingTom Shivers

 

The folks over at Mediative have done another great study on Google SERPs, this time on mobile, where they laser focused on how mobile users interact with Google search results pages (SERPs) to spot real opportunities for SEO, PPC and branding. What they found is interesting to an online marketer like myself.

Here’s Mediative’s desktop heat maps study done in 2014 and still relevant today.

Now, let’s dig in to the latest mobile study…

Average CTRs: Mobile SERP with knowledge graph

Knowledge Graph Mobile Results

Red – knowledge graph listing
Blue – sponsored text listing
Green – organic listing
credit: Mediative

A knowledge graph on mobile can take a significant amount of attention away from the organic listings, as with SERPs on a desktop.

Average CTRs: Mobile SERP with local listings and map

Google Serp mobile local map listing

Red – map listing
Blue – sponsored text listing
Green – organic listing
credit: Mediative

 

Based on clicks mobile people value the top organic listings over everything else.

Mobile Organic Listings

Star ratings in mobile SERPs

credit: Mediative

Star ratings in mobile SERPs

credit: Mediative

  • Across the entire study, only 7.4% of clicks were below the 4th organic listing, vs. 16% on desktop.
  • On mobile, a listing with a star rating captured on average 24.1% of page clicks.
  • A top organic listing with a star rating captured on average 38.7% of clicks.

Sponsored text listings for mobile

Finding #4: “Paid search represents a bigger opportunity for traffic to your site on a mobile compared to desktop, especially if ad extensions are present. On a mobile 19.2% of page clicks on average went to the top 2 sponsored text ads, compared to 14.5% on a desktop.”

1, 2 and 3 mobile ads

credit: Mediative

Mobile sponsored ads CTR

credit: Mediative

 

Find this curiously interesting? Get the full study: How do consumers conduct searches on Google using a mobile device?

Learn about optimizing your mobile website for local, paid search for mobile, online reputation management and marketing.

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