The mobile marketing boom is continuing to grow. According to BIA/Kelsey, by 2015 mobile search is expected to exceed desktop search for local business information.
But what’s even more interesting is recent data that demonstrates how users interact with their mobile devices when looking for local businesses. According to data from Google, 94% of smartphone users have searched for local information, 70% have called a business after searching, 66% visited in person, and 90% of these users acted within 24 hours. This trend to mobile makes mobile an increasingly critical success factor for local businesses.
So, what do SMBs need to do to ensure they’ll get calls from potential customers who are searching on mobile? Here are some best practices to help you get started with mobile paid search advertising:
- Bid for Position One or Two: Because screen size is relatively small on smart phones, it is important for local advertisers to bid more aggressively for the number one and two positions on the search results page, which appear at the top the page. If you come up below these two positions, your ads are shown either at the bottom of the first screen or are pushed to the second page, and therefore are seldom seen.
- Bid on Mobile-Specific Keywords: Mobile searches generally include more misspellings and shorter phrases than queries performed on desktops, so it is wise to bid on common misspellings for brand and related terms.
- Write Ads that Are Tailored for a Mobile User: Individuals performing searches on mobile devices want to find information quickly and navigate the site as easily as possible on the much smaller screens on their mobile devices, in comparison to desktop searches. With that said, advertisers should create mobile advertisements that include a strong call-to-action and easily accessible discount codes/coupons for mobile users who are out and about looking for a deal.
- Utilize Mobile Ad Extensions: Where possible, ads should utilize Call Extensions that allow the searcher to click to call. Additionally, mobile sitelinks should include location extensions that highlight a store locator feature or in-store deals to prompt searchers to visit a brick-and-mortar location. Equally important are Location Extensions – these get you on Google Maps results page.
- Use Mobile Optimized Landing Pages: Mobile optimization landing pages should diminish any friction that would prompt a user to give up on their mobile search. All users should be able to navigate the mobile landing page with their thumbs, messaging should be concise with a clear call-to-action, and load time should not be longer than 7 seconds. Additionally, advertisers should include easy to find store location addresses and a phone number.
You can read Google’s Mobile Search Marketing Case Study Here.
This article was also published here.