For the past years, the only way people can find answers to their questions through mobile devices is through text, phone call, or mobile email. However, these methods are inefficient and frustrating. But due to the advancements of mobile technology, much of this has improved and almost rival desktop searching.

Why Online Marketers Should Adapt Mobile Search?

From smartphones to tablets, improvements of such devices were now able to cater the user’s need for immediate search. With the growing demand for smartphones and other mobile devices, it’s apparent that mobile search is making its pace. Thus, marketers should begin to adapt and focus part of their online marketing strategy to mobile search.

However, marketers should approach mobile search differently. According to The Search Agency’s client files, the mobile cost-per-click is 30% less than desktop search. On the other hand, mobile’s click-through rate is five times higher than desktop search. That’s why it’s important that there’s a separate strategy for mobile search and desktop search.

Mobile Search Marketing’s Key to Success

In a webinar created by The Search Agency and Eli Goodman of Search Engine Watch, they came up with the best practices for mobile search marketing. Listed below are the practical recommendations that online marketers can follow to achieve mobile search marketing success:

1. Begin with an aggressive bidding strategy. This will establish a string quality score for your brand.
2. Since mobile search is a different experience, it’s ideal if you take advantage of Google’s enabled targeting for specific devices, operating systems and carriers.
3. Google has a mobile keyword selection tool that helps you choose your ad terms. Use it to select shorter query lengths and hyper-local results.
4. Other than shorter query lengths, make your ad copy brief but concise. Because mobile search users tend to have shorter attention span, you can improve your CTRs and conversion by including clickable phone numbers or geo-targeted maps.
5. Optimize you landing page with a strong call to action for mobile searches. Since mobile users have limited attention span, your landing page must reflect your goal to generate leads.
6. The AdWords interface shows whether your click and conversions originated from mobile or desktop search. Consider creating a different targeting for mobile search if more than 10% of your campaign came from it.

 

To sum it up, keeping up with the technological advancement of mobile search is the key to success. Hence, it’s important to analyze the origin of website traffic, CTRs and conversion. That way, they can make a separate targeting that can boost leads for their brand.