Search has gone mobile
My Skype ID: xupeipei2012
Pay Per Call Skype Group - Share Tips every day: https://join.skype.com/H2V4A6SiBeEh
Search has gone mobile. And thanks to smartphones and click-to-call, consumers are responding to paid search ads by calling businesses by the billions. These calls, while often the most lucrative type of conversion, are also the most dif cult to track and measure. They are creating a black hole in marketing ROI data that has made optimizing mobile PPC campaigns a challenge.
It’s why marketers investing in mobile paid search must shift their old desktop-centric thinking and adopt new ad, bidding, and attribution strategies to drive more call conversions and sales.
Smartphone adoption has exploded. In the US in 2015, over 64% of adults own smartphones, including over 80% of people ages 18 to 50. And those numbers continue to rise.
Mobile usage is also increasing. Consumers now spend more time each month on mobile devices than on either desktops or TVs.
It should have come as no surprise then when Google announced in early 2015 that the majority of searches now take place on smartphones and mobile devices. Marketers certainly took notice, as they began shifting their paid search ad spend from desktops to mobile. By the
end of 2015, over 50% of paid search spending will be for ads targeting mobile devices – and by 2017, that number will exceed 70%.
The total spend marketers are allocating to mobile paid search advertising is also growing. And with higher spend comes higher competition and higher pressure to prove ROI.
# DIFFERENCES BETWEEN MOBILE & DESKTOP SEARCH
Searches on mobile are different than searches on desktops. Consumers’ mindsets are different, and they expect different things. Marketers need to understand these differences to create effective paid search campaigns.
People running searches on mobile devices have different needs and expectations than if they were sitting in front of a desktop computer. Smartphones are always present and always on, and they enable us to take immediate action and run a search whenever we want to learn, nd, buy, or do something.
Smartphone searches are in the moment, and searchers have high expectations and low patience. They want immediate information, answers, and assistance. When they want to engage with a company, they prefer to use click-to-call buttons to have an immediate conversation rather than ll out a web form and wait for someone to contact them.
# VOICE SEARCH
Is voice search the future of mobile search? The jury is still out, but if you are interested in driving calls and customers from voice searches, here are some tips to consider testing.
According to eMarketer, 7% of searches on smartphones are voice searches. And while 7% may not be a big enough number to cement voice as the future of mobile search, it does make voice searchers worth targeting for some advertisers using mobile paid search ads – especially if they sell to a teenage audience, who studies show use voice search every day.
❏ Understand what makes voice search different:
Voice search queries tend to be longer. In 2004, most searches were 2 or 3 words.
In 2015, search queries can be 27+ words. Voice searches also tend to be more speci c (for example, searching for “ nd the closest open store that sells men’s black leather cowboy boots ” instead of just “cowboy boots”).
❏ Analyze your longer tail keywords to nd patterns:
Since voice searches are usually more natural and conversational, keyword optimization should t this new long tail landscape.
❏ Use modied broad match keywords: Modied broad match lets you specify that specic broad match keywords or close variants (such as +pizza +Chicago +delivery) must appear to show your search ad. So even if the voice search is 30 words, as long as 3 of those are “pizza,” “Chicago,” and “delivery” your ad will appear.
❏ Negative out keywords that aren’t driving customers:
As you test and re ne your keyword list for voice search, be sure to negative any words from modied broad match that indicate the searcher is not a potential customer.
❏ Be sure to give voice searches the option of calling:
People use voice search because it is easy and hands-free. It makes sense that a voice searcher would want to keep using voice to engage with a business – and that means a phone call.