Google confirms mobile searches have overtaken desktop searches for the first time

6 May 2015

Google has officially confirmed that mobile searches have overtaken desktop searches. The internet giant has responded to this with a new slew of small-screen ad formats.

Google said that more Google searches take place on mobile devices than on computers in 10 countries, including the US and Japan.

Google groups tablets with desktops so it indicates just how many search queries are being conducted on smartphones today.

“Consumers, particularly on mobile devices, now have higher expectations than ever before — they want everything right, and they want everything right away,” said Jerry Dischler, vice president of product management, AdWords.

“This requires that marketers answer their needs in the moment, whenever and wherever they are. Our investments in mobile are driven by consumers’ expectations for immediacy and relevance in the moment.”

Google rolls out new ad formats for mobile

Mobile advertising, hotels, Google

Google’s mobile search format for hotels

Dischler said that Google is rolling out new formats to match specific trends among mobile searches.

In response to the findings that car buyers spend up to 15 hours online researching and comparing cars and that half of Google searches for cars contain images, Google is introducing Automobile Ads, which is a new format that takes searchers directly from to a carousel of car images.

The images show how a car looks inside and out and tapping on an image brings up more information about the car, like horsepower and estimated MPG.

Google said that there are millions of searches for hotels every day utilising data such as rates, availability, locations and Google Street View. A new Hotel Ads format will show globally for hotel partners around the world in one click. Hotel Ads show current prices from a variety of sources and when a traveller is ready, they can select “Book” to complete their reservation on the partners’ sites.

Capitalising on the knowledge that house buyers are searching for the right tools, Google has added mortgages to Google Compare in the US. Whether someone is a first-time home-buyer or looking to refinance, consumers will soon be able to find the latest mortgage rates from multiple mortgage providers, and review a customised set of criteria like interest rates, terms of the loan and fees.

They’ll be able to apply directly with an approved lender or speak to a qualified adviser for more information, directly from the Google search ad.

Google has also revealed new buying tools for marketers on mobile, including automated bidding and dynamic search ads that work without the need to manage keywords.

It has also introduced new conversion tools including AdWords attribution, cross-device conversions integrated with automated bidding and a facility for marketing experiments by mobile.

Mobile marketing image via Shutterstock

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years