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Mobilegeddon impact blamed on mobile CPC increases

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July is the time for Q2 reports and we've got a couple of them. The main message in the first one, from Adobe Digital Index (ADI), is the effects of "mobilegeddon." The company is measuring up to 10% decreases in organic traffic attributed to the algorithm change and is blaming increases in cost per click on it as well.

The organic traffic impact as measured by ADI:

adi-mobilegeddon

Chart from ADI Q2 2015 Digital Advertising Report

Note: the actual text under this chart in the report is “Spend of organic search visits by mobile “friendliness.” We’re not sure where Spend comes from and wonder if it is an error. The text on the page says “Organic traffic up to 10% lower among sites with low mobile engagement” so we’re confident it is showing traffic and not “spend.”

The report also shows that click through rate is down and cost per click is up for smartphone traffic, both attributed by the report to higher competition from lost organic traffic:

adi-mobilegeddon-ctrcpc

Chart from ADI Q2 2015 Digital Advertising Report

It’s a familiar mantra, but important nonetheless: ensure your websites are recognized as mobile friendly by the Google algorithm or you will miss out on some organic traffic.

Source: Adobe Digital Index

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