We’ve spoken quite a bit on this blog about using mobile search, including how to set up your first mobile search campaign, how to reach local people on mobile, and how to segment mobile traffic to your website.

Here we’re going to take a step back to discuss how to develop a mobile PPC search strategy. Within the next 3 years there are going to be more people accessing the Internet on their mobile than on a PC, so it makes sense to approach this fast growing areas in the right way.

What’s the different between mobile PPC and regular PPC?

Quite a bit actually:

*There’s less competition – although there are less ads on the SERPs too.

*People search with different intentions. Often users want to solve a problem or find an answer right now. For example ‘where is’ and ‘how much is’. They’re not going to be using their phones to carry out long term background product research

*Users respond to a more immediate call to action, such as a click-to-call button or a mobile map

*Search queries are shorter: it’s not as easy typing on a mobile, so searches are usually shorter

*You need to make your point faster: bear in mind a user is looking at your message whilst they’re out and on a small screen – so you need to be short and to the point.

So what should you include in your mobile search strategy?


1. Launch new campaigns for mobile

Don’t opt your regular campaigns into mobile. Mobile users respond to different messages and traffic needs to be set to different places than your regular campaigns. And mobile campaigns will require a different bidding strategy with a different ROI goals.

2. Make it more general

Since traffic volumes are lower, and search queries are shorter, you need to include more general and broad match keywords in your mobile PPC campaign.

3. Make sure you keep it local

Many mobile searches are location based: ‘where is’; ‘restaurant in’. Use our mobile location tips [link] to make it easy for mobile searches to find you. And don’t forget to geo-target your campaigns too

4. Use mobile search functionality

Make use of the mobile specific features that Google AdWords gives you. Include a click-to-call button on your creative. Link your ad to specific locations.

5. Take users to the right location

Make sure you deep link your creative to the most relevant page on your site. Mobile users will be even less inclined to browse that regular web surfers. For the best results direct users to your mobile website. And if appropriate be sure to link to where your mobile app can be downloaded.

6. Think about voice search

Voice search is currently in its infancy, but all the major search engines are taking quick steps towards voice. Try to think about how voice queries might be a useful source of traffic to your site.

That’s it

Mobile search is fast growing, and any business using PPC to drive traffic needs to consider how to adapt their site and campaign to the needs of mobile searchers. For more information on how Barracuda digital can help then get in touch.

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