Google is charging 25 to 30 percent more for branded keywords now that the search engine has a mobile-first design and result mentality.
“Advertisers won’t be very pleased with this recent trend,” writes Andy Taylor, a Merkle senior research analyst, on Friday for his company’s blog. “Beginning in the final week of June, average cost-per-click for branded keywords jumped significantly on phones.”
He says the price hike is a comparison of cost-per-click fees on branded keywords for “the median Merkle advertiser,” compared to the same time in May.
This cost uptick comes after Google made changes in paid and organic search results that favor mobile search, including removing the right rail of paid ads and raising the organic rankings of mobile-friendly sites.
Meanwhile, IgnitionOne reports its customers are spending 55 percent more on mobile search vs. last year, writes Ginny Marvin on Thursday in Search Engine Land. Cost for desktop CPCs are still twice as high as mobile, reads the article.
Here’s what Target Marketing believes marketers may want to know about mobile search as a result:
Know How Consumers Are Searching
Voice searches are becoming the norm and thinking in natural speech may help marketers pick appropriate paid search keywords.
Google is using search trends to guide its organic results, and voice searches are multiplying rapidly, Googler Andrey Lipattsev told SEO leaders in March. This is especially true among mobile phone owners who’ve never searched on desktop devices, he added.
Lower Keyword Bids
Taylor says: “This is a strategy many advertisers began implementing with the significant increase in brand CPC observed in early-2015, and can help to quell the CPC growth. Increased competition can impact brand CPCs for some advertisers, but is almost certainly not the cause of a widespread increase in CPC, and this recent CPC growth is very likely the result of Google changes to some aspect of the auction.”
What do you think, marketers?
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