You’ve probably heard that at it’s AdWords Performance Summit this week, Google confirmed that the inevitable has occurred: mobile search have overtaken desktop search in ten countries, including the US and Japan.  Why does this matter to you and your brand? We’ve put together a list of the five most important takeaways and how they will effect businesses everywhere.

1. Google has unveiled new ad experiences in three distinct categories– automotive, hotel, and mortgages– in order to streamline convenience. The automotive ad experiences, for instance, will feature a photo carousel allowing users to swipe through photos both inside and outside of the vehicle. They’ll also have a link directly to dealerships selling the vehicle in their area. Similar relevant features will be built into the hotel and mortgages ad experiences, as well.

2. A new store visit predictor is available in the US, Canada and Australia. This tool will help marketing managers understand how their digital campaigns are driving in-store sales, and subsequently, will allow them to have better insights into their ROI.

3. Google’s beefing up their automatic advertising offerings, including giving marketers more transparency in the programmatic bidding process, and introducing dynamic search ads. Vice President of Product Management for AdWords, Jerry Dischler, says that this will be a “powerful way to automatically show timely and relevant ads based on the content of your website– without the need to manage keywords.”

4. Going along with new automatic advertising offerings, Google will integrate cross-device conversions into automatic bidding. This will allow marketers to capitalize on search activity that begins on one device and and ends on another.

5. The understanding that more users now search on their phones as opposed to their desktops (as well as the new tools Google has introduced) only reinforces Google’s decision to overhaul it’s mobile search algorithm, which went into effect last month. By designing new ad experiences, and giving marketers new tools in AdWords, Google is incentivizing businesses to keep pace with the shifting desktop-to-mobile landscape.