The last conversation may have been fictional but it is known to many, mobile search has taken over the Search market on internet. Mobile handheld devices such as smartphones have transformed the Search market due to its mobility and ease. Google, the search giant has recognized this and hence customized its search results and search advertisements to reflect this new need.
One of the major conveniences of mobile search is the ‘Click to call’ feature through which the customer connects with the advertiser directly, leading to higher probability of conversion. Also, there are app based searches which have further diversified the mobile search market, hence increasing its complexity and outreach at the same time. This also breaks Google as the sole provider of these services which has led to lowering of costs and better services and output.