Recent studies show that by the year 2013, more people will use their mobile devices than their desktops or laptops to access the internet and look for information. This is because of the expediency associated with mobile phones and most people have them readily in hand to browse the web.
Since the year 2010, mobile phone usage and searches have grown by 400% and the number of mobile phone users continues to increase as well. People prefer handsets due to their convenience; fit their usage habits and bridges access gaps.
This growth in mobile searches represents a good chance from an advertising point of view:
- Mobile users are showing good conversion rates across different industries
- Mobile traffic is still cheaper than desktop and tablet
- Mobile users take faster purchasing decisions than desktop users
What does it men from and AdWords point of view?
- You absolutely need to have a website that is mobile ready. The longer you have your website that isn’t accessible by mobile device, the longer you’ll be left out on the vast market of mobile phone users. These are all potential customers that need to have a way to access your website. If you wait until 2013 or 2015 when mobile phone usage will increase even further, how many potential customers will you have lost due to them not being able to find your information or your services?
- You need create advertising messages that are tailored to mobile users. Mobile Ads should be more direct and usually give what the user is looking for right away. Mobile users usually do not browse as long as desktop ones and therefore have less “patience” to find the answer to their needs. Enhanced campaigns give you even more flexibility from this point of view, as you would be able to set up mobile bids, select device preferences for your ads and site link extensions, and advertise applications to mobile and tablets.
- Mobile users use shorter keywords than desktop users. You should make sure to consider that while performing a keyword research.
- Create landing pages that are specifically designed for mobile users; this will increase your conversion rate. Make sure to not have a lot of scrolling and go straight to the point. Keep it simple!
- Every marketing class teaches you how to think from the client’s point of view. With mobile devices you should do exactly the same thing, but considering the way mobile web users browse the internet.
Please feel free to contact us if you would you like to know more on how to create a mobile friendly AdWords strategy.