Mobile Search Marketing Tips

By Jason Wells

Many marketers have mastered the fundamentals of mobile search engine optimization, mobile landing page optimization and even the differences inherent in mobile messaging and branding.

But, for whatever reason, mobile pay-per-click is a source of frustration for many. Do I create a separate mobile PPC campaign? How do I measure and optimize a mobile PPC campaign?

Running a mobile PPC campaign can be very technical and frustrating. Our goal here is to provide you with some fundamentals of mobile PPC.


1. It is all about Google
When it comes to mobile PPC, Google is king. It is the only search engine with a fully-stocked menu of mobile advertising and PPC offerings.

Google offers pay-per-click and pay-per-call models for mobile PPC. Marketers should decide whether they want to drive clicks or calls.

Ad copy, headline and design demand a choice: are you shooting for a click or a call?

Google does allow you to have both a link and a phone number, but the ad will be fundamentally different dependent upon which one—a call or a click—is your desired response.

2. Concise. Concise
Desktop PPC ads have limited space. In the mobile world, the space limitation is more severe.

Mobile calls for extremely refined writing and design. It is critical that everything, from headlines to copy is short.

3. Segment your mobile and desktop campaigns
You should separate your mobile campaign and your desktop campaigns.

Google does allow you to have desktop campaigns that target any Internet-enabled device. But this is not ideal.

You should segment by device. Failing to segment is like throwing things at the wall to see if they stick. Your data will be less sound, your ability to optimize will be compromised and your campaign will struggle.

4. Mobile users = Very different intent
When someone searches for a business or product on their mobile phone, her intent is clearly different than someone performing an identical search on his home computer.

Mobile searchers are interested in making a decision, not doing research. They are ready to buy, call or visit. Mobile users do not want to know the price of something, or even to read reviews. They want to buy something.

5. Keywords
Knowing that mobile users have a different intent will affect the keywords you choose. You should go through the keywords you are targeting and decide whether they are “research” keywords or, if they are “action” keywords.

This will help you choose the keywords for mobile PPC that are going to be most useful. Hint: the action keywords in mobile PPC campaigns.

6. Landing pages
Having a landing page that is optimized for a variety of mobile devices is the first step. That is a necessity.

But to truly see results, the landing page should be optimized to the action a mobile user is most likely to take.

The call to action should be clear. The buttons should be big. There should be a phone number. And, above all, do not ask your prospect to fill out a bunch of fields of information such as name, phone number, address, email or name of company. That is a bad, bad idea. Ask for, maybe, an email address.

7. Bidding and limited space
Bid for positions one and two in mobile PPC.

The mobile realm has such limited screen space that lower positions will render you invisible. This is good and bad.

It is good because fewer ads mean that your ad is more prominent if you are in a top position. It is bad because if you do not have the top positions, you will never be seen.

8. Lower bids and higher conversions are possible
Because many marketers still have not climbed aboard the mobile PPC bandwagon, you can achieve results with lower bids.

And because you can target based on location, device and action keywords, higher conversion rates are very, very possible.

9. Day-parting
Day-parting is just a fancy way to say this: off-hours for desktop PPC are on-hours for mobile PPC.

Studies consistently show that consumers use their smartphones when they are at home, in a car, at lunch or watching television. They use smartphones when they are out and about on weekends. These times are typically considered utterly dead for desktop PPC.

10. Offers
Consider mobile-specific offers. Incentivize and reward users who click or call via mobile PPC. These could be email or SMS coupons.

Or, perhaps you give a discount for consumers who call via a mobile phone or a phone number exclusive to a mobile PPC offer.


Mobile to outpace desktop local search by 2015

Local search

Mobile local search is on the rise

With consumers using their handsets as the main way to look up information while on the go, mobile local search is expected to exceed desktop search for local information in the next three years, according to a new forecast from BIA/Kelsey.

According to the BIA/Kelsey report, mobile search will generate 27.8 billion more queries than desktop search by 2016. Mobile search is quickly gaining traction because it affects consumers who are deeper in the purchase funnel.

“Marketers cannot afford to ignore mobile anymore,” said Michael Boland, senior analyst and program director for mobile local media at BIA/Kelsey, Chantilly, VA.


“In addition to growing in number, mobile local searches are qualitatively different than desktop local searches,” he said.

“Our data shows them in many cases to carry greater commercial intent, as measured by performance indicators like click-through rates.”

BIA/Kelsey uses consulting and valuation services to advise local media companies with research and conferences.

Local intent
Consumers who are using mobile search are most likely looking for instant information and may be more likely to make quick decisions, which has large implications for brands and marketers.

In 2011, desktop local search totaled 54.9 billion queries. To compare, mobile local search raked in 19.7 billion queries.

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Top 10 mobile commerce advertising campaigns of Q1


April 19, 2012

Target, Subway and Sony Pictures are just a small ratio of companies who have run mobile commerce-enabled advertising campaigns this year that not only helped drive in-store foot traffic, but increase sales as well.

Mobile advertising campaigns have become a lot more sophisticated. Gone are the days when marketers would simply link an ad to a mobile-optimized site. Companies are now using location-based technology and running relevant campaigns that encourage users to click on a mobile ad.

Here are the top 10 mobile commerce advertising campaigns of the first quarter, in alphabetical order.

Bank of America
While many companies ran mobile ads to promote its new items or encouraged consumers to go to an in-store location, Bank of America took a different route.

The financial institution ran an interactive iAd campaign to catapult downloads of its mobile banking iPhone application.


The ads walked users through the app’s features and educated them on Bank of America’s mobile banking and the main goal of the ad was to get consumers to download the Bank of America iPhone app.

The mobile ad campaign was a smart move for the company. Bank of America did not need to drive foot traffic to its locations, nor did the company need to sell a new product.

Bank of America had an iPhone application already out there in Apple’s App Store and using mobile ads to drive downloads of the app was clever.

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Taking Your Business Mobile: The Basics


Forecasters have been proclaiming the age of m-commerce for a decade now. Yet small enterprises keep doing business the old-fashioned way: online and via email. So I can hear you saying, “Mobile biz? Again? Really?”

As we all know, technological advances typically outpace consumer adoption and social transformation. Remember when wireless broadband was being hailed as a game changer? It was about the time you were thrilled to find dialup service in hotel rooms.

So heads up. M-commerce is close to critical mass:

  • As of June 2011, there were 323 million U.S. wireless subscriptions, reports CTIA, the industry association. With the U.S. population at about 312 million, that’s a formidable 103 percent market penetration.
  • As of October 2011, almost half of American cell phone users had smartphones (44 percent), according to Nielsen. For users ages 25-34, that jumps to 62 percent.
  • Two of every five smartphone owners (38 percent) used the device to make a purchase in 2011, reports comScore.
  • 62 percent of Americans who use a mobile phone are open to making a purchase with the device, says a May 2011 MasterCard survey.
  • Shopping via mobile devices will grow to $119 billion worldwide by 2015, predicts ABI Research.

Clearly, it’s time to mobilize. These basics can help get you started. Once you identify what works, you can scale up

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Google’s Earnings Show That Mobile And Social Are The Future

Trefis TeamTrefis Team, Contributor

Google reported its earnings for Q1 2012 on April 12, with gross revenue of $10.65 billion, up 24% year-on-year. [1] It also reported a significant jump in operating and net income, and the same ratio of traffic acquisition costs as a percentage of advertising revenues as in 2011 – 25%.

As a result of its push into mobile advertising, the cost-per-click dropped nearly 12% over last year, but there was a 39% growth in aggregate paid clicks, which led to a healthy increase in advertising revenues. We expect this trend to continue as mobile search advertising drives the next phase of earnings growth for Google while traditional online search advertising takes a backseat.


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13 Shocking Mobile Marketing Statistics Every Company Should Know

The global smartphone market experienced a 54% year-over-year growth rate in 2011

64% of 25-35 year olds own a smartphone

1 in 4 mobile subscribers over the age of 55 now own a smartphone

44% of mobile phone owners use their devices more than 10 times each day

53% of smartphone owners use search engines at least once a day

90% look up local information; 87% of these users subsequently call the business, visit the website

or store, make a purchase, or get directions to the business

17% of mobile phone usage is attributed to looking for a store address (perhaps yours?)

49% of smartphone owners use their device while shopping

1 in 10 search ads clicked were through a mobile device

Display ads presented on smartphones have the highest click-through-rates (4.12%)

40% of owners cited “difficulty of site navigation” as the biggest frustration with mobile browsing

74% of consumers will wait 5 seconds for a mobile webpage to load before leaving the site

46% of consumers are unlikely to return to a mobile website that did not work during their last visit

Digi-couponers shop more, spend more

Brands: wondering why you should bother with digital coupons? Here’s why: digital coupon clippers are shopping and buying more products than ‘average’ shoppers, finds new research. GfK Knowledge studied 200,000 households using digital coupons and found that these households shop more often and spend more per trip when compared with more than 2 million other shoppers.

by Kristina Knight

The households studied were sourced from or the websites in their network.

“What this research tells us is that brands wanting to reach heavy grocery spenders need to strongly consider digital coupon sites as an important piece of their coupon and brand advertising market mix,” said Neal Heffernan, SVP/GM, Behavioral Insights Group at GfK Knowledge Networks. “The findings are unique from other studies out there in both the scale and the fact the research measures actual purchase behavior–not purchase intent, therefore making the results extremely accurate.”

Some interesting takeaways from the research include:

• Digital coupon users make 22% more shopping trips per year than average shoppers
• Digital coupon users spend 23% more per trip – $55.05 vs. $44.87 – than average
• Digital coupons users spend 49% more per year – $3803 vs. $2545 – than the average shopper

Digital couponers were also found to make more ‘stock up’ trips each year than average shoppers. Meanwhile, data from finds that couponers using their hub plan to shop within two days of printing coupons or downloading deals to story loyalty cards.

Steven Boal, CEO of Incorporated said, “Both the GfK Knowledge Networks research and our own study cement what many brands and advertisers already know: that digital coupon users spend more than typical shoppers, make more trips to the grocery store and shop more frequently, further underscoring the benefits for marketers, retailers and manufacturers to connect with this audience.”

About 25% of the US population is now using digital coupons (55.7 million consumers).