Brands with websites not optimised for mobile have suffered a 10% dip in traffic, as well as a 16% increase in their traffic costs, or CPCs, since search giant Google began prioritising web properties specifically designed for smaller screens in its search rankings, according to Adobe. Google declared itself a ‘mobile first’ company back in 2010, but it wasn’t until April this year that it began to actively prioritise those websites specifically designed to be viewed on wireless devices.