According to Adobe, brands that neglected mobile web strategies are seeing mobile advertising via Google's network delivering less value at a greater cost
New Delhi: Companies that lagged behind in transitioning their desktop websites to mobile-friendly websites saw a 10% drop in traffic in three months ended June as compared with last year, according to a new study by Adobe Inc.
In April, Google Inc. updated its search algorithm to give mobile-friendly websites preference in ranking for organic searches. However, the companies “that didn’t prepare their sites are paying the price—and so is Google", the report said.
“The negative effects of Mobilegeddon (a name given by web developers to the Google’s algorithm update of 21 April 2015, which resulted into giving priority to websites that display well on smartphones and other mobile devices) on sites that were not optimized for mobile resulted in a decrease of up to 10% in organic traffic," the study said.
According to the data collated by Adobe, brands that neglected mobile web strategies are seeing mobile advertising via Google’s network delivering less value at a greater cost, with a growing gap between mobile click-through rates (CTRs), which are down 9% year-on-year (y-o-y), and cost per clicks (CPCs), up 16% y-o-y, for the second quarter of 2015.
While Google has witnessed a decrease of 3% in the number of consumer actions (clicks on advertisements) over last year, Facebook, which has recently launched Facebook Lite, a lightweight mobile app to compliment its traditional app, has seen an increase in the total number of actions consumers take (11% y-o-y), due to which CTRs have nearly doubled from what they were before the change.
Google’s search business is expected to slow down, according to the report.
Google Search business appears to be up quarter-on-quarter (q-o-q) 1-2% but may be disappointing compared with last year’s second-quarter growth of 4.5%, the report said.
Meanwhile, the search engine marketing industry’s spending increased 6% globally with the fastest growth coming from North America and Asia Pacific (APAC), both up 8% y-o-y. Enterprise marketing spending on Google increased 6% y-o-y globally, and saw the strongest increase in regional spending of 9% in the APAC region in the same period.
The study is based on aggregated and anonymous data from visits to websites in multiple industries and segments from 2012 through 2015. Data is captured via Adobe Marketing Cloud that tracks 489-plus billion digital ad impressions from platforms like Google, Yahoo!, Bing, Baidu and Yandex, among others.
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