How To Target Mobile Devices Using Mobile Search And PPC

The following is a guest post from Andrew Hudson, PPC Analyst at Epiphany Solutions. As I’m sure we are all aware, the market for high end mobile devices is huge and is an important growth sector with an enormous potential and target audience for Mobile Ads.  We all, as search marketers, need to be right …   Read More

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The following is a guest post from Andrew Hudson, PPC Analyst at Epiphany Solutions.

As I’m sure we are all aware, the market for high end mobile devices is huge and is an important growth sector with an enormous potential and target audience for Mobile Ads.  We all, as search marketers, need to be right on top of this sector and need to ensure we are maximising the potential of this channel.

By 2015, it’s been estimated that  shopping via mobile devices will account for in excess of $163 billion in sales worldwide, 12% of global ecommerce turnover (ABI Research, 2010), with 59% of consumers using their smart phones to perform mobile shopping activities from home (Experian Study, 2011).

With this in mind we need to ensure we are embracing all the latest technologies available at our fingertips. I would like to outline a couple of useful snippets that should help us all improve our mobile campaigns.

The first of which being the “Click to Call” facility. This feature has been around for a while now, since January 2010 in fact, and is a much underestimated tool. It enables the user to click on a phone link and call directly the desired business. Recently, statistics unveiled by a Senior Product Manager at Google revealed that campaigns with the “click to call” function typically experienced a 6-10% rise in click through rate, which could have a dramatic impact on sales.

Another useful nugget is adding the location extension to your ads. When a user searches for one of your mobile ads they will be able to see how close to your business they are, where your business is on a map and again a “click to call” link.

Surojit Chatterjee, a senior product manager of mobile ads for Google, surmises that mobile users are much more focused on fulfilling immediate actions and are looking for things they can act on immediately.

Both of these functions are very appealing to the mobile user and in my experience they really work well, they can make the difference between success and failure.

If you are not trailing them, why not?

In this article

9 comments

  1. deanjackson331

    One of the coolest features we starting using is the click to call feature for mobile devices. Its pretty easy to setup, you just have to go in under the ad extensions tab and select the call extensions selection to set it up. google charges on a per call basis but its a lot cheaper and more cost-effective than paying per click we also have the upgraded service which allows you to track and record our calls but that’s done separately. If you’re interested in that, I recommend you call Simon his number is 302-401-4478 and email is simon.b@resultsdriven.org. We’ve been using him to manage our campaigns for the last 2 years and leads are pretty steady.

  2. St. Louis mobile

    Mobile friendly websites are essential if your looking to increase mobile revenue streams. If I'm browsing a website with my mobile device, and can't easily view the site, then I'll most likely bounce out.

  3. st. louis mobile

    The best way to target mobile subscribers via search is with properly optimized Google Places, Yahoo and Bing maps as well as great apps like Yelp.

  4. Drew Brinckerhoff

    Deep linking into mobile sites really helps decrease bounce rates too. If you are just counting on an automatic redirect from example.com to mobile.example.com it only redirects to the homepage. This can account for a pretty high bounce rate. Try searching for the mobile site on your Computer and use links within the mobile site in your ad copy / keywords.

  5. Andy Lynn

    I would agree that it would be helpful for local businesses to add location for consumers. It's amazing to see the mobile industry grow in many ways. Great article, Thanks for the read. Stop by anytime. http://www.prontomm.com.
    Thanks,
    Andy Lynn

  6. Emilio

    Great article. I would add that it is equally important, probably more important, that the ad lead to a mobile friendly website. My own experience with PPC ads for mobile is that they have very high bounce rates on sites that aren't mobile friendly. The response rate is so bad that I won't even consider mobile devices unless the site is mobile friendly. Otherwise your just tossing money out the window.

    Emilio
    St. Louis Mobile Marketing

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