Congrats! You spend days working on a search strategy, hours working on the perfect ad copy, and more hours selecting the right keywords…then a potential customer spends a mere 1.17 seconds breezing over your campaign. Mediative released a new study outlining the changes in SERP’s over time and the user behaviors that accompanied it, part of the study mentioned the average time that a user spends scanning each listing in the SERP – 1.17 seconds. The short amount of time doesn’t surprise me, especially with the amount of searches being done on mobile devices. This reassures the importance of optimizing title tags and ad titles, don’t believe me? Try reading your title tag and page description in 1.17 seconds, what about all 3 lines of copy in your paid search ad? Don’t blink the next time you do a search, you may miss a result!