Is your strategy optimized for mobile search behavior?
Mobile searchers present very different challenges and opportunities than desktop searchers. In order to successfully execute a mobile bid, it is critical to understand mobile searcher behavior.
The typical mobile searcher is looking to make a decision quickly. They are likely multi-tasking or on-the-go, which translates to the need for a resource that offers a clear and straightforward resource.
By incorporating the following points into your campaign your mobile bid strategy will be more aligned with the goals of a mobile searcher.
While default settings within AdWords will combine your mobile and desktop campaigns, setting up ‘mobile-specific’ campaigns offers the potential to more effectively target searchers. According to Google, separating your campaigns can increase click-through-rate (CTR) by 11.5%.
The copy for your mobile ads should differ in several ways from your other campaigns. Some elements you may want to consider implementing include a click-to-call options, linking your mobile ads with your seller ratings and a click-to-download option for mobile apps or other mobile-friendly resources.
The most effective keywords for mobile campaigns may not be the same as those used for desktop searches. The keywords employed during mobile searches are typically more focused on local, they are often misspelled and include more to-the-point phrases with less long-tail keywords.
Focus on the searchers perspective as you define your mobile campaigns. What would you search for if you were doing research on a smartphone?
The advantage of geo-targeting is even more prominent with mobile campaigns. Since mobile consumers frequently search for products/services/business near their current location geo-targeting is both critical and rewarding.
While desktop paid search results include 3 or 4 slots in their display, mobile PPC offers 1 or 2 spots at the most. If your ad doesn’t make it in the top 2 then you are practically nonexistent. Although there will be other factors that come into play as far as your position is concerned, bidding high may be a necessary contributor.
Appropriately timing your campaigns is especially relevant when you are targeting mobile searchers. Day-parting can help marketers present the right message – at the best time – to their target audience. Mobile usage peaks during desktop off-hours.
Crafting your click-to-call campaigns to cater to the specific features of mobile search can drastically enhance the profitability of your efforts.