It is estimated that mobile searchers will make up 22% of search revenue in 2012. This will create real opportunities for financial professionals that utilise pay per click (PPC) as a vehicle to take advantage of this relatively new marketing channel.
3 tips of mobile PPC marketing
1. Segment your mobile and desktop traffic
Best practice is to have your Adwords campaigns set to target Mobile, Tablet or Desktop targeted devices exclusively. Therefore you should not have any campaigns that target all devices. This is the most basic tenant of mobile PPC marketing. If you aren’t doing it yet, don’t read on until you’ve read this PPC Hero post on segmenting by device.
2. Understand the Intent of mobile searchers
A study by Google and Ipsos OTX MediaCT claims that mobile searchers are further down the funnel than your average desktop searcher. So take the time to think carefully when selecting which keywords to add to a mobile marketing campaign and what landing page you are going to send the traffic to. It’s going to take longer to set up the campaign, and you may have to invest in some new landing pages, but the ROI should be worth the work.
If you’re new to narrowing down intent by search terms, start with a simple spreadsheet. Enter your keywords in one column, then add “Desktop,” and “Mobile” columns to the left. Go through each keyword (yes, that can take a long time, so if you have too many keywords to do this by individual keyword, do it by ad group.) and enter whether you believe the searcher’s intent is awareness, research or compare.
3. Optimising mobile landing pages
Just having a landing page that is compatible with mobile devices isn’t enough. You need to make sure it is optimised for the task that mobile searchers will likely want to perform. This includes making sure the buttons on the page are easily clickable with a finger or thumb. The phone number should also be easily clickable without having to zoom or unintentionally clicking a different option. Google has created a great website for testing your mobile landing page for these and other functionalities.
Once you have these best practices in place, you will want to incrementally optimise the page using Google Analytics and the conversion data that can be found in your Adwords interface.
Tip provided by Jeff Allen, at Hanapin Marketing, a search engine marketing firm focused on generating results through pay-per-click advertising.