{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Google, Yahoo, other search enginesHalloween’s gone and Thanksgiving is on the horizon. That means it’s time for the holiday ad onslaught, which means a razor-sharp focus on optimizing paid search campaigns for most retailers. Performics predicts retail sales from actively managed paid search campaigns will grow 15% this holiday season. CEO Daina Middleton recommends creating and optimizing standalone mobile search campaigns - not just using existing holiday search campaigns - to foster sales growth.

Read on for three tips on making those mobile search campaigns more effective.

Why is mobile search so important for holiday 2010 campaigns? It's due to an overall increase in mobile search traffic, specifically from shoppers. For example, one of Performics' clients, an athletic retailer, saw nearly 10% of their Google clicks come from mobile in Q3. The agency expects that trend to continue with other retailers.

"In 2010, we’ve seen significant growth in mobile search impressions, clicks and conversions for our clients," Middleton said. "With higher click-through rates (CTRs) and lower cost-per-click (CPCs) than desktop search, mobile search has become a critical contributor for many of our clients." 

Middleton shared three "must-haves" for creating and implementing standalone mobile search campaigns this holiday season:

1. Use click-to-call ads

Searchers are constantly looking for everything from store locations and product availability, to traffic stats and details on parking. Give them the options to click and then call your physical store location while they're out shopping. 

"We've seen success with mobile click-to-call," Middleton said. "For an electronics retailer, we increased mobile sales 54% and improved ROI 52% upon launching click-to-call."

2. Use a mobile-specific bidding and targeting strategy 

People search differently on mobile devices so customize keywords, copy and your overall bidding strategies accordingly.  Additionally, you can customize campaigns to target specific geographical regions and, on Google, target by mobile phone carrier. Better bidding and targeting drives down consumer acquisition costs when it comes to mobile search.

"We've seen mobile CPCs fall throughout the past six months as we develop, test and refine mobile ads and copy," Middleton said. 

3. Choose your terms wisely

Lastly, retailers need to figure out their "mission critical terms" for mobile search. These are the keywords/keyphrases that will be the strongest traffic-drivers to either a site or the real-world location. While search campaigns need to be broad enough to capture general and long-tail searchers, the mobile environment forces marketers to narrow their focus.

"Given the size and functionality of portable devices, mobile users are less likely to scroll down the page than desktop users," Middleton said. "So effective bidding strategies on those mission-critical terms is important for maximum visibility."

Photo Credit: Danard Vicente via Flickr

Tameka Kee

Published 9 November, 2010 by Tameka Kee

Tameka Kee has been covering digital media with a focus on online advertising, social media and gaming since 2007. Find her at tamekakee.com or follow her on Twitter

49 more posts from this author

Comments (1)

Avatar-blank-50x50

Dennis McBride

Enjoyed reading this. Incorporating mobile platforms into your advertising model is essential now because mobile technology has become so popular and will only continue to grow.

over 3 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.