Mobile Search Marketing

What is mobile search marketing?

Mobile search marketing are advertising campaigns designed specifically for use with mobile devices, including smartphones and tablets. Thanks to a proliferation of mobile devices, consumers are changing the way they search and obtain information. Mobile users need immediate information and are more likely to search based on cities or zip codes. Mobile search marketing responds to these needs, creating customized search marketing campaigns tailored to location-specific keywords and short phrases. The mobile ad network is one of the fastest growing opportunities for online advertising. In 2011, companies spent more than $3.2 billion in mobile search advertising, according to IAB Mobile Marketing Center of Excellence, IAB Europe and HIS Screen Digest.

How does mobile search marketing work?

Mobile search marketing allows companies to create highly optimized mobile ad campaigns. Companies can target specific keywords, such as location and zip code, and then separately track mobile ad performance. Click to call and store locator campaigns typically deliver the best results. Google AdWords also allows companies to further target different carriers and mobile devices.

Google recently integrated with AdMob, a mobile ad network. AdMob allows advertisers to target mobile apps based on category types, such as education, business and finance. Targeted advertising within apps is a new opportunity for companies to reach more than 350 million advertisers. This extended platform integration provides a robust environment for mobile advertisers and new opportunities for optimizing mobile SEO.

Why does my business need mobile marketing campaigns?

Without mobile search marketing, potential customers who are primed to purchase your product or service will be unable to find your business. Smartphones and tablets have revolutionized search marketing. Smartphone users performing a search need information immediately and are ready to spend money. From finding a mechanic to locating the nearest grocery store, mobile searchers are more likely to search with cities and zip codes. While traditional desktop search responds well to longtail keywords, mobile users type short strings of location specific keywords. Common misspellings are also important considerations when developing a search marketing campaign, since users are typing quickly on tiny keyboards. Mobile search marketing addresses these unique needs and ensures that your company has a comprehensive search strategy.

What are the benefits of mobile search marketing?

Mobile search marketing allows businesses to instantly reach highly motivated customers. Since mobile devices go virtually everywhere that a consumer goes, your advertising will travel, too. Here are three key benefits to mobile search marketing:

  1. Reach new customers. Mobile advertising allows businesses to reach new consumers who may be unfamiliar with their product or brand. By being the top hit on a mobile search engine, highly motivated customers are more likely to visit your business over a competitor's.
  2. Get the biggest bang for your advertising dollar. Mobile advertising is a cost-effective strategy for targeting local customers.
  3. Boost conversion rates. Clickable phone numbers and geo-targeted maps increase click-thrus and boost conversion rates for mobile SEO success.

How do I get started with mobile search marketing?

If your business currently uses Google AdWords, then getting started with mobile search marketing is easy. The AdWords interface already shows how many clicks come from desktop versus mobile devices. If more than 10% of your clicks come from mobile devices, your business needs its own mobile advertising campaign. Use Google's mobile search selection tool to select shorter AdWords. Keep copy concise and on-message. Clickable phone numbers and geo-targeted maps will boost your conversion rates and click-thrus.

When setting up your search campaign, keep in mind that mobile search differs between tablets and smartphones. Since tablet users have a larger screen, they are more likely to surf the Internet for fun rather than simply search for urgent information. This means that tablet users are also more likely to engage with a more complex ad campaign, such as a viral video. For example, a study by Convario Paid Media Services found that tablet viewers were 30% more likely to watch videos in comparison with smartphone users. An interactive awareness campaign featuring a viral video will be more successful with tablet users.


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