Google Anticipates Surge In Smartphone Search For Holidays

Earlier this morning I wrote a post about how most search marketers were failing to utilize mobile paid search and/or not following mobile best practices. Failing to “get your act together” (from a mobile standpoint) could be costly for marketers of all sizes this holiday season.

There have already been a dozen or so surveys that basically show consumers anticipate using their smartphones more often or more aggressively as part of their holiday shopping. Google echoed this today with a blog post that argued smartphone-based search will be even more pronounced this year, especially around heavy shopping days: Thanksgiving, so-called Black Friday, Cyber Monday and beyond.

Describing the chart above, which depicts mobile search activity over the 2012 Labor Day holiday, Google said the following:

Searches on smartphones were 7% higher compared to those on a typical Monday, and searches on tablets jumped by 25%. But perhaps more interestingly, clicks on mobile ads spiked even more dramatically in comparison to other average days.

In its post Google provides a set of recommendations for marketers to get ready for the holiday mobile search onslaught:

  1. Make sure that you have campaigns or new ad text for your holiday promotions or messages.
  2. Increase your budget cap on holidays to account for additional clicks.
  3. Adopt an always-on strategy to make sure your budget lasts throughout the day. Consumers are researching and shopping at any time throughout the day and you should make sure you can be found.
  4. Segment your historic campaign performance by device to understand how people interact with you across different devices like smartphones and tablets, and tweak your campaigns accordingly to capitalize.
  5. Expand keyword lists to include holiday-related terms and ensure you have keyword parity between your desktop and mobile campaigns so you’re reaching potential customers regardless of what device they’re using.

Google has also in the past provided general mobile website best practices information. Marketers would do well to heed the advice.

Related Topics: Channel: Mobile | Google: Mobile | Stats: Search Behavior


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide