Mobile search is a key factor to deliver a successful mobile marketing campaign. It’s hard to deny the umbilical attachment we have formed to our smart phones and tablet devices; the growth of the mobile device industry has been astronomical with eMarketer estimating that half the US population will access the internet from a mobile device by 2015.
According to Mobithinking mobile searches have quadrupled in the last year, with one in seven searches being mobile for most items. Search ad spending is definitely on the increase; according to Adobe’s Global Digital Advertising Update 11% of search spending in the UK is mobile; which is a whopping 250% increase year on year. So how can you best target your keyword campaign to target mobile searches?
Unleash the power of analytics
It may be worth exploring your analytics to work out how the behaviour of visitors from mobile sites compares to their static desktop counterparts, once they hit your site. Use the data as an indicator of what mobile visitors are looking for to plan your search campaigns. For example if you run a website for a local zoo and the majority of your mobile visitors are going to your ‘star attractions’ page and spending the most time there, it may be worth considering setting up a keyword campaign for mobile that links to that page and uses keywords related to it.
Differentiate your mobile and desktop users
If you’re going to spend on search it’s worth considering having different keywords set up for your mobile and desktop visitors. Mobile searchers tend to be looking for more local content and are more focused in their search, research suggests they complete a task in one hour compared to desktop users who take one week, so ideally you should have a separate keywords targeted at the behaviour of both desktop and mobile users. Make a list of your keywords and then use that as a basis for two separate lists one that incorporates more general terms around your keywords for desktop searchers and one that drills down and focuses your keywords for your mobile searchers.
Make mistakes a key part of your strategy
Another key consideration is that mobile users tend to make more misspellings when they search due to the lack of accuracy with touch keypads and the, sometimes annoying, corrective text; as a result it’s worth including common misspellings of your keywords in your search campaign. You won’t want to include the misspellings in your SEO strategy so structuring them into your ad words campaign is the best way to avoid missing out on mobile miss-searchers. You can use tools like this one that will help you generate a series of misspellings of your keywords, so you can integrate them into your campaign.
You can also use analytics to find out which searches led visits to your site and if there are any recurring common spelling mistakes consider including them in your search campaign.
For more tips on your mobile marketing strategy don’t miss the workshops taking place at Apps World on 2-3 October at Earl’s Court 2.