More Google Searches are happening on smartphones than computers

— Google Internal Data, U.S.

In many countries, including the U.S, more searches take place on mobile devices than on computers and in these moments we expect brands to have immediate answers.

It’s in these moments where decisions are made and preferences are shaped. Moments like:

  • Having your blow dryer stop working while your getting ready for work and searching for “best blow dryers” on your phone while your still in the bathroom.
  • Attempting to cook something for your partner only to have to go up in smoke and then searching for “Chinese take out” on your phone while still in the kitchen.
  • Deciding that you want to learn how to play the saxophone and turning to Youtube on your phone while your lying in bed and then searching “learn to play saxophone”.

All of these moments are happening on the phone and Google has identified four distinct categories of moments based on its internal search data.

I-want-to-do moments

  • 91% of smartphone users turn to their phones for ideas while doing a task
  • 100M+ hours of “how-to” contant have been watched on Youtube so far this year

I-want-to-buy moments

  • 82% of smartphone users consult their phones while in a store decided what to buy
  • 29% increase in mobile conversion rates in the past year

I-want-to-know moments

  • 65% of online consumers look up more information online now versus a few years ago
  • 66% of smartphone users turn to their phones to look up something they saw in a commercial

I-want-to-go moments

  • 2x Increase in “near me” search interest in the past year
  • 82% of smartphone users user a search engine when looking for a local business

As an agency, we’ve had to adapt to the growth of mobile and it’s why we spend so much time researching & planning for mobile search campaigns that really dive into the context of the user.

The fact is that it’s now a mobile first world but increasingly people are turning to all of their devices at different stages of the purchase funnel. They might go to Google and do a search on their phone while on the train, then when they get home could lie on the couch, pick up their tablet and do some more research. Finally, when they go to work the next day they may take out their credit card and do a purchase on their work desktop computer.

We’ve had to adapt to this multiscreen marketing challenge by looking at the entire customer journey from the first interaction of one of our client’s ads to the last to ensure that we understand what is truly influencing the path to purchase and knowing where to shift our client’s ad spend. It’s why we put heavy emphasis on real time bidding by device and also focusing on post click analysis.

Combining data and creative is becoming increasingly important. We think about how we can best segment audiences so we can show the most relevant creative at the right time. In many cases, we can utilize website usage behavior and offline CRM data to design digital campaigns that speak to past customers, new customers, past customers of a certain product, customers who have purchased within the past year, high value customers, persons interested in your product or service but who haven’t purchased yet and more. 

Increasingly, people are using search and youtube very early in the purchase decision process when they are looking for inspiration. Our search behaviour research process looks at search holistically from the moment of inspiration when they haven’t narrowed down a choice (eg. “best places to honeymoon”) to when they refine their choices (“luxury honeymoon resorts in the Caribbean” & “luxury resort in Jamaica”), to the moment they are looking to book (“Brand Search Terms”).

Finally, the ability to buy media in real time and connect with audiences 1:1 at scale & across screens is now the norm. Using our client’s audience insights as well as billions of users browsing behavior across the web means we can reach users based on their interests, likelihood to purchase (In-market audience), or characteristics unique to your business (Custom Affinity & Similar Audiences). These developments in advertising technology are changing the game for us as marketers and as a Google Partner agency we have shown how great attention to detail and technical know-how can deliver great ROI. If you would like us to map out your brand’s micromoments and learn more about how you can connect with your future customers in the digital moments that matter then contact us.