Starting next year, marketers in the U.S. will spend more on mobile search — both PPC ads and SEO – than on desktop, according to a new report from digital research firm, eMarketer.
Just last year, the firm estimates, less than a quarter of search spend went to mobile. The report suggests that the tables will turn entirely by 2018, with mobile accounting for 76.7 percent of search spending.
EMarketer includes both tablets and smartphones in its mobile numbers, but says the dramatic shift is being driven primarily by smartphones. Still, it’s worth noting that the market doesn’t have much control over what gets allocated to search advertising on tablets.
Google’s enhanced campaigns eliminated the ability to bid separately on tablet and desktop traffic last year. Bing Ads followed Google’s lead this year and also combined desktop and tablet traffic this fall.
Additionally, because SEO is included in these estimates, it’s not clear what the shift in ad spending actually looks like.