Mobile devices boost paid search advertising spend

Mobile phones are predicted to drive paid search advertising expenditure, contributing 69% to $19 billion in growth by 2022. That’s according to a report from Forrester research which discussed search marketing trends.

For many retailers, search ads are a vital tool to drive offline and online sales.

The report predicts that mobile is becoming a stronger influencer of offline sales, which are predicted to reach $1.4 trillion in 2021 or 36% of total retail sales.

At the same time, US mobile search users are increasing to 243 million by 2022, up from 204.4 million in 2017. The growth represents a rate of around 3.5% annually.

The number of US online users who are now conducting mobile searches every week has increased from 38% in 2013 to 57% in 2017. PC searches have remained steady at 80%.

Meanwhile, Google will be likely to see its competition grow when it comes to search ad revenue. With the emergence of Amazon and iOS Spotlight, the company’s search ad revenue dropped 10% between 2011 to 2016 to 78%.

PC search advertising expenditure dropped 4% last year after falling 5% in 2016.

However, Google also previously noted that mobile is having a positive effect on overall search spend as average cost per click increased in 2016.

Whether the search giant should be worried about competition from Amazon remains to be seen, but according to a comScore survey the eRetailer is already considered a more essential app among younger audiences.