For the first time, Google says mobile searches have overtaken desktop in 10 countries. “We’ve hit an inflection point where more Google searches are taking place in mobile than desktop in 10 countries, including US and Japan. We think it’s a real turning point in digital adverting and we have been investing in mobile-focused initiatives,” Jerry Dischler, Vice President of Product Management for AdWords, told Search Engine Land.
“The purchase funnel is officially dead. It’s being replaced by short bursts of activity that we’ve been referring to as micro-moments,” said Dischler, adding that relevancy now triumphs over brand loyalty as the driver for users’ mobile behaviors, and the challenge for marketers is to be there in those micro-moments no matter what device users are on.
PLUS: Google announces ad format initiatives for automotive, hotel and mortgages. And there’s new reporting for automated bidding.