eMarketing & Commerce (eM+C)

You will be automatically redirected to emarketingandcommerce in 20 seconds.
Skip this advertisement.

Advertisement
Connect
Follow us on
Advertisement
 

Mobile Search: A Mini Playbook

June 16, 2011 By Mark Smith
Get the Flash Player to see this rotator.
 

There's a popular belief that mobile campaigns are only suited for certain types of businesses, such as restaurants and local retailers. Perhaps its search volume hasn't yet hit critical mass, but the momentum is shifting. Understanding a few of the basic best practices will help maximize your return on your mobile marketing investment. 

Understand the Players ... Uh, Player
Recent data suggests that as much as 5 percent of paid search can be attributed to mobile queries. Advertisers have taken note and they've begun shifting budgets to capture this growing volume. Mobile search is forecasted to account for up to 10 percent of search budgets by the end of 2011, most of it going to Google. This industry leader has captured about 97 percent market share in mobile search. 

Leave Room on the Field for Experimentation and Testing
To run an effective mobile search campaign, you have to keep it apart from your regular search campaigns. That is, make certain to create new campaigns dedicated solely to mobile. Why? Google says that advertisers who separate their mobile campaigns in this manner see an 11.5 percent increase in clickthough rates. By isolating mobile, it makes it much easier to understand what's working and what's not. 

Other Best Practices

  • The only way to manage your budget separately is if it's in a separate campaign.
  • Search behavior isn't the same for mobile. Therefore, your keyword pool will be different and smaller. Search query strings, on average, are 25 percent shorter than desktop searches. Your mobile campaigns should be built according to this metric. 
  • Bidding strategies are also different. Think about the size of a mobile screen. It's essential to be in one of the top two positions in order to be viewed, requiring your bid levels to be more aggressive. 
  • Your ad copy should contain a unique call to action specific to mobile. For some businesses it may mean telling customers to stop by or to request a quote over the phone. 

Final Huddle Advice
Plan to include your phone number in your ad using Google's Click-to-Call feature. Giving customers the ability to tap your phone number is a competitive edge. It makes your business extremely accessible. Additionally, this service measures call frequency based on the number of times your phone number was clicked - not called - so you don't need any call-tracking capabilities. All your results are easily accessible through your AdWords interface. 

As mentioned above, segregating your mobile campaigns is the right thing to do. But be aware when you set up your campaigns that Google considers iPads to be mobile devices. I view them to be more similar to a desktop, but you can make that call for yourself. You'll need to decide where you think that category belongs due to your messaging, as well as the inclusion or exclusion of phone numbers. I recommend including tablets and desktops together and dedicating other campaigns to traditional mobile devices. 

Know that planning and strategy go far in bringing in victorious mobile search campaigns.

Mark Smith is principal at KeywordFIRST, a digital marketing agency. Reach Mark atMark@KeywordFIRST.com.


 

Companies Mentioned:

SPONSORED CONTENT

MORE ON MOBILE MARKETING >>

 

SPONSORED CONTENT

MORE ON SEARCH >>

FROM THE BOOKSTORE

To meet the demands of today's socially connected donors, this new edition explains how to mesh today's online technologies with direct mail to produce optimal fundraising results. The book includes current research on timely topics such as:  online vs. offline behavior online giving statistics demographicsbest practices in integrated fundraising, and more How to Write Successful Fundraising Appeals, 3rd Edition

To meet the demands of today's socially connected donors, this new edition explains how to mesh today's online technologies with direct mail to produce optimal fundraising results. The book includes current research on timely topics such as:
online vs. offline behavior online giving statistics demographicsbest practices in integrated fundraising, and more...

ORDER NOW

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: