Mobile is anticipated to be this year’s must-have in your marketing plan and it is easy to see why; Google reported that mobile search increased by 200% last year, with a quarter of paid search on 2014 being spent on marketing to tablet and smartphone devices.
The mobile device has been labelled “the remote control for our lives”, and savvy marketers are now setting even higher expectations for mobile device targeting this year. Brands that are upping their marketing game should consider their mobile strategy, as it can give them an edge against competitors.
When planning to increase your mobile presence, there are two crucial areas your brand can and should target to engage your consumers on mobile devices, both of which aim to make sure consumers have a great experience with your brand on their smartphone:
Mobile Friendly Design
Firstly, your website should be mobile friendly. You can check it against Google’s mobile-friendly criteria using this tool, which analyses your site and shows an example of what it would look like on a mobile. If your website design is not mobile-friendly, you should consider altering it to incorporate responsive design elements.
A recent report from Google revealed that not only were 94% of people in the USA who own a smartphone searching for local information using their phone, but 77% of mobile searches are occurring at home or at work, presumably instead of on a computer. It’s clear that mobile site activity will not lose its novelty value any time soon and will only continue to increase, which is why investing in a mobile-friendly website would be a good idea.
Your website is not the only thing you need to keep in mind when targeting your consumers on a mobile; you should also consider their searching habits.
By now, you should already know the value that PPC can bring to your brand, especially by putting your website ahead of your competitors. You might already be using it for your desktop website. Consider having adverts optimised specifically for the mobile market, which has the potential to greatly increase your revenue simply by reaching a wider audience.
Optimising your PPC account for mobile will become crucial this year, as mobile search increases, but what are the best practices you or your PPC agency should be following to ensure your presence on mobile is heard loud and clear by Google?
- Establish your average consumer’s buying behaviour. This will give you insight into how they might search differently on a mobile than a desktop. Using action-oriented keywords will help users who are searching for quick decision-making terms; these strategies will alter which keywords you wish to target on a mobile
- Your adverts will need to speak directly to the given mobile searches; keep them short and sweet, as well as keeping in mind what the consumer wants
- Think about what time of day may your consumer might be searching. Altering your adverts to show when most consumers are searching will not only help you stick to your budget, but will mean ads have a greater impact when they are shown.
- Consider which extensions you can use on your PPC adverts for the greatest effect. Using location extensions as well as call extensions will give the consumer the option to phone you or go into store.
- Make sure, if you have an application, that your app is being indexed by Google search results. Use app extensions within your PPC campaign to send your consumers directly to a given page within your app, encouraging them to either use or download the application.
Peer into the crystal ball for more predictions about mobile and marketing for the coming year.
The brands we work with have already experienced the positive impact mobile-friendly design and optimised PPC can have on their ROI. To learn more about how they can add value to your brand, contact a member of the Digital Clarity tea