SMX East 2010 Session #1: Mobile Search Ads

Stephanie S October 4, 2010 Category Paid Search (PPC)

Path’s first session for SMX East: Mobile Search Ads. We all know mobile search is the next big thing (with 500% growth  from 2008-2010 according to Google), but do we know just how much weight it holds for SEM? Here are some interesting takeaways from the SMX East Mobile Search Ads session for your enjoyment. There were panelists from Google, Bing, Chitika, esearchvision and Range Online Media who all gave their statistics and tips regarding their experience with mobile search campaigns.

Start off with a clean slate

Don’t be tempted to create your mobile campaigns as you would your regular, PC based campaigns.  Best practices in PC search campaigns may not hold water in mobile. So that means no copying your existing campaign, targeting to mobile and calling it a day. And don’t think you can just let mobile piggyback on a campaign that is targeting PC computers either.  Don’t do it! The same way you separate your search and display campaigns, so you must do with mobile! Kerri Smith from Range Online Media says to take it a step further and really speak to your mobile audience. Call to actions like “Call Now” and “…from your SmartPhone” suggest to users that your ad is relevant and made specifically for mobile search. Take the time to create and test new keyword lists. While doing this, remember that…

Less is more

Benny Blum from esearchvision shared some findings on his experimentation with mobile ads.  Contrary to what we usually see in PC SEM campaigns, shorter phrases are the way to go in mobile.  Mobile long tail keyword searches are virtually non-existent, and conversion rates actually go down as the query gets longer. If there are generic, short keywords that don’t work well in your PC search campaigns, mobile may be the place to test them out again.

Be mobile ready…and be mobile ready now

Jesse Haines from Google stressed the importance of being “mobile ready” with your website. With the help of some screen shots, she illustrated how many prominent brands didn’t have their websites optimized for mobile search…and also showed some that did, along with their telltale revenues that validate their efforts.  With lower CPCs and less competition than traditional search, now is the time to get on the mobile search bandwagon, before all your competitors wise up and do it before you and leave you weeping in the dust.

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