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Google, however, says its mobile paid search business is robust. And that it’s catching on among retailers.
“We have spent the last couple of years talking with people and now in the last 12 months we’ve seen amazing traction with retailers,” says Michael Slinger, head of mobile search advertising at Google. “It’s not a question of should we do mobile search, it’s how many resources should we put towards it. We’re seeing a lot of searches shift to after hours and weekends, it’s happening across the board. Our message to retailers is, Get in now, it’s not too late to be early, and there is incredible mobile traffic at times of the day when you want to reach people when not at home.”
Mobile paid search ads appear atop search results. Mobile paid search is a $487 million market, and Google accounts for 91.4% of it. Qwest wanted more people to sign up for its Heavy Duty Internet package, so it ran mobile display ads that directed consumers to landing pages where they could get more information and shop.