Merkle finds Google growth is driven by mobile
According to the report, 52% of Google paid search traffic is now coming from mobile devices. The company has been busy revamping its mobile search efforts and served third text ads above organic results in Q3 2015. Mobile search partners have also driven an increase in Product Listing Ads (PLAs). Its push in PLAs and mobile search updates generated strong results for advertisers during the 2015 holiday season. Revenues rose significantly during the five days between Thanksgiving and Cyber Monday as well as towards the end of the season.
In Q4 2015, Yahoo announced a deal with Google to serve it with search ads. Whilst Yahoo Gemini, the company’s dedicated mobile advertising arm, has produced some good results driving 22% of total Bing and Yahoo traffic, Merkle noted that there had not been any significant Google ad traffic on Yahoo.com just yet.
The report also found that Google mobile organic search visits dropped one point to 88% from Q3 to Q4 in 2015, whilst Yahoo’s share increased one point to 8%.