Thought Leadership

Pieces of the Performance Puzzle: Mobile Paid Search…No Longer Optional!

Stop for a minute and consider this: In May of 2015, mobile search volume exceeded computer search volume for the first time. This very real trend is never going to slow down. In fact, according to iProspect’s Q1 Paid Search Report, smartphones and tablets now comprise 46% of all Paid Search clicks. Smartphone performance is skyrocketing.

Here’s the rub. In the industry as a whole, advertisers are still behind the times. While most understand the need to pay attention to mobile, a staggering 62% of them are simply replicating their brand’s desktop campaign for the mobile consumer.  Brands must deliver a seamless experience across all devices in order to be successful and establish ongoing relationships with their consumers.  

There are valid challenges with mobile.  It’s hard to track, it has different KPIs and it’s hard to account for mobile’s impact on conversion. However, as consumers are shifting more and more toward mobile, advertisers must connect with their mobile consumer in a meaningful way.

Here are 4 key things to consider when crafting an effective mobile marketing strategy:

  1. Understand what your audience wants. Start by listening. Utilize research and listening tools to understand your consumer’s need. Remember, a mobile user is ‘on-the-go’, and their needs will vary tremendously based on location, time-of-day, and circumstance. It’s important to understand all the factors that go into that consumer’s query to truly understand their intent. In fact, according to Google, searches for terms containing “near me” as part of a search query have doubled in the last year, so accurate business location information is increasingly vital to capturing that mobile consumer.
  2. Give consumers different ways to interact with your brand. Convenience is key in the digital age. With expanding ad formats in the SERPs, brands should determine the most effective use of the paid search ad space to satisfy their consumer’s need.  
  3. Measure all KPIs.  The value of a mobile user’s interaction goes far beyond a last-click conversion. Brands should consider a variety of desired outcomes when evaluating mobile performance, including click-to-call, app downloads, click-to-directions, and in-store visits. Luckily, there are now several ways to measure the success of your mobile experience. One example is Google AdWords In-Store Visits Data.  This allows you to measure users who interact with a paid search ad and end up visiting your store. This data can provide meaningful trends to inform your marketing strategies.
  4. Align online and offline strategy. Mobile search is often the glue that connects your brand’s online and offline experience. Customers don’t see channels or devices—they expect a seamless experience wherever they look to connect with your brand. And consumers respond to offline advertising by turning to search for more information, so ensure your mobile search budget and messaging are aligned with offline initiatives!

Learn more about our Paid Search offering here.