Consumer brands must adopt a mobile-first approach to their online strategy, especially in search where the scarcity of space on mobile leads to different outcomes than desktop. Tactics to increase search visibility differ for mobile and desktop sites as PLAs account for 66% of above-the-fold results on mobile and adwords make up an additional 27%, making organic visibility almost impossible. Meanwhile, brands can optimize for more visibility on desktop searches.
This is evident in search wars between CPG brands, where deep-pocketed enterprises consistently have the advantage. For example, Dollar Shave Club appears in the first result for mobile searches for “harrys razors”, pushing Harry’s own paid result almost below the fold.
Furthermore, deep link purchases can lengthen search results and push competitors completely off the first page.