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… the conversions they’re expecting. This is where Google’s click-to-call functionality shines, for example, because it bypasses the entire mobile site experience altogether. As mobile experiences change and phones get bigger — RKG says early indications are that the iPhone 6 is converting better — we will likely eventually stop differentiating…
The launch of Google AdWords and its subsequent rapid growth in the early 2000s helped spawn an entire industry around paid search advertising. The ecosystem that arose includes Google and its advertisers, as well as a slew of agencies, consultants, software platforms, data providers, third party tools and various combinations thereof in between them.