Hi guys! Hope you are enjoying your weekend!
In the post, Mobile Marketing (Google Mobile Ads) – Improve your customer service, we talked about the importance of thinking local. And mobile marketing is all about location, at the moment, that is. My prediction is that we move away from the extreme focus on location (and local search) – as businesses and users integrates mobile into a natural part of our daily life. As the mobile devices and mobile services continue to improve – we will be able to “return” to the buying behaviour we have on computers today. Mobile devices like tablets is most certainly going to replace the laptop’s and stationary computers as mobile phones have replaced the landline phones.
Just to point out. This post swings from thoughts and predictions about the mobile future, to practical information about Google mobile ads, which you can start using right here, right now.
It is not often you feel a desperate urge to buy a expensive holiday on the way to work, is it? At least I know I don´t. Many of us don’t have a mobile buying behaviour yet. The explanation to this is of course that it takes time for people to adapt and develop a mobile mindset and that businesses haven’t provided us with the “tools”, as mobile is not yet a prioritised (enough) channel. It takes two to tango, right. And we have to remember that the mass is still adapting to online cunsumption on computers.
But other markets are many years ahead of Denamrk. Just take a look at this article. So what do people on other markets, like Japan, U.S and U.K buy on the go? Apparently a lot. Just look at e-bay. They sell a product per second and receive 95 bids a minute via mobile devices. That´s a lot. But it’s not all about sales, it is about engaging, making mobile a natural and accessible channel.
The big question is: How shall we prioritise? Today many company’s are focusing on applications instead of mobile websites and mobile marketing. Of course Google doesn´t like that. They want users. Options aside from Google search is of course directly acess to mobile sites like m.ebay.com and usage of app‘s.
Back to reality and Adwords. And let´s look at the campaign settings. (As you know) To create specific mobile campaigns you start out by selecting iPhones and other mobile devices with full Internet browsers under Networks and devices (See picture below). You can also choose target specific carriers or mobile devices.
Campaign settings for Iphone´s and other mobile devices
Now, we assume that you have a campaign targeted to both search and mobile (If beginner or inexperienced, perhaps without being aware of it) and your campaign has been running for a while. Everything looks good, the CPA is at it´s normal and so are the number of conversions.
Now, to the interesting part. How many of those sales took place on mobile devices, which keywords were used, and what was the CPA? Personally I have done some interesting findings taking a closer look at these data. (See picture below) But, again, as I mentioned before, working with mobile advertising in countries like Denmark, means low CTR:s, and CVR:s (I usually don´t use CVR for conversionrate, perhaps I should start). And please correct me if you think i´m wrong.
Traffic from mobile devices
So you have to make the decision whether to start new/continue with your mobile campaigns (The CTR aspect is of course important, if working with mixed devices in one campaign.
My conclusion is that there are many people (businesses and search marketers) that have to wake up and face the fact that mobile advertising is soon going to be huge, also in Denmark. It is a fact that local search is huge, but in many cases the conversionrates are low. So, therefore it is not prioritised by buisnesses or search marketers.
Many search marketers, including my self, have to increase our focus on mobile and make it a important part of the search strategy. When thinking of Google Mobile marketing I primarily think of : The opportunities within local search and the obstacles with lacking experience with mobile search behavior and the fact that just around 5% of all websites actually are mobile websites.
I will write more about the importance of local search and the usage of Google places later on.
A short sum up on what you can do/have in mind when tuning in to a mobile Mobile mindset (starting up by using Google Mobile ads):
- Have your own (if well developed) mobile behaviour in mind – think like a user and consumer
- Check your current mobile traffic, both organic and paid (GA/Adwords interface, by report)
- Think local and create specific “location campaigns” with relevant ad copy
- Use Google Places/ad extensions with locations on “location campaigns”
- Check mobile traffic from organic search in GA, implement those keywords
- Keep an eye with clicks/CTR (obviously)
- Focus on phrase and exact and eliminate broad matches
- Push for mobile websites
- Try out click-to call if relevant (specific number for tracking)
If relevant, get a Google places account or manually ad your business addresses (Or edit locations, meaning that you don´t want to target the whole of Denmark, if only operating in Copenhagen)
And.. Take a look at the really good Youtube channel from L2LuxuryLab