Advertising in mobile search (sometimes called mobile paid search) is similar to traditional paid search where you, the advertiser, pay when your ad is clicked.
This is where the similarities end, however, as the mobile search user is a different animal to the desktop one, especially when it comes to their intent, the keywords they use and how you can target them.
Let’s have a closer look.
1. Be brief
Perhaps it goes without saying that mobile users’ attention spans are less than the average desktop user. What this really means for you as the advertiser is that you need to keep your ad copy brief, to the point and focussed on shorter keyword groups.
The search ad networks generally have good guidance on their sites for best-practices, so it pays to read up on what they recommend.
While keeping it brief is a real challenge, you’ll still need to tell customers what they need to do to act on your offer.
2. Include your contact
Including a number (for click-to-call advertising) and either your web address or physical address is necessary because mobile users generally want to act as soon they find something they are looking for.
Google offers ‘click-to-call’ mobile ads via its AdWords network. This means that a restaurant using mobile search advertising can include a phone number for searchers to call to make dinner reservations or order take-away. The advertiser pays Google when their ad number is called.
3. Understand what keywords mobile users are more likely to use
It’s a good idea to set up and use a separate campaign for your mobile search advertising, so that you can better segment and adapt your messages.
Mobile users search with shorter queries than they do on the desktop, so using a keyword research tool such as Google’s AdWord keyword tool will help you select better keywords and keyword groups for your mobile audience. Use the ‘Advanced Options and Filters’ area to Show Ideas and Statistics for mobile devices. You can even choose to show only WAP devices, or only full-browser capable phones.
When using mobile, people also tend to consume their information quickly, so advertising products and services that require little consideration will do better than those that need longer consideration cycles. (Think downloading a ringtone vs buying a new dishwasher.)
Popular mobile categories tend to be things like sports, news, ringtones, wallpapers, local food and entertainment listings, and watching videos.
Build your keyword strategy around immediate actions: downloading something, getting a discount code, ordering a meal, or quickly buying tickets.
Bonus: Targeting options
Google and the other search engines allow you to customise your target audience, including by device type (iPhone, Android), mobile network, and even by WAP-enabled phones for those devices that aren’t smartphones. This allows you to target the kinds of products and offers you have to specific segments of your audience. If you’re an app developer, you can advertise Android apps only to the Android users.
Advertising in mobile search is a powerful way to reach out to your mobile audience segment and enables you to offer specific products or services to very specific people no matter where they are.
About the Author:
Pavel Webb is the affiliate manager at TextMagic, a bulk SMS gateway based in United Kingdom.