The Consumer Decision Journey is changing. As such, users’ expectations from search results have evolved, and marketers must adapt their adverts according to users’ new behaviours. Google is built to recognise intention and, as a result, it can offer smarter personalised search results, based on what Google knows users will like.
Google's search index has recently moved to a mobile-first approach. This means all search results, regardless of the device you're using, will be shaped by how well the mobile version of the website is performing.