Optimising paid search to be ‘mobile-first’, accounting for the fact that mobile now represents the majority of internet traffic, is essential. Mobile considerations include specific paid search ad formats, greater immediacy and visibility in local searches. This chapter covers these topics and more, including:
- Mobile growth: What does the growth of mobile search volume say about consumer browsing and shopping habits, and what position in the sales funnel does mobile search typically occupy?
- Best practice: What considerations should advertisers account for to maximise the performance of their paid search campaigns on mobile?
- The ‘local’ opportunity: How can location assets be used to personalise search results for mobile users?