Posted by Richard Wong, Account Manager & Dave Strong, Account Manager
Mobile web users have now exceeded over 100 million per month. The percentage of people who make purchases from mobile phones grew from 10% in 2009 to 13% in 2010. Additionally, 1 in 3 mobile searchers use a location in their search query. Because of the growth of mobile, all advertisers should seek to increase mobile web sales and in-store traffic through paid search.
Mobile search starts with understanding the search behavior of your customers. For one client, Performics first asked, “How are searchers likely to connect through their phones with [this client]?” We determined that the client’s customers would be likely to use their phones for product research and price comparison, as well as to find store locations and phone numbers.
Mobile search solutions included:
- Extending keyword, copy, bid and landing page best practices from the client’s regular search campaign to the Google mobile search engine results page (SERP)
- Ensuring high mobile visibility for brand terms and mission critical keywords as mobile searchers are less likely than desktop searchers to scroll down the SERP
- Optimizing for location-based keywords, ensuring that the client is highly visible to searchers looking for its physical stores
- Implementing Google mobile click-to-call—clickable phone numbers within the mobile search ads—to help mobile searchers find phone numbers and easily call the client when they want to
In 10 months, the client’s mobile program drove:
- 219,000 clicks to our landing page
- 12 million impressions
- $223,098 in total sales (web and click-to-call)
- 9,248 store locator actions
Upon launching mobile click to call:
- Mobile sales increased 54%
- ROI for the mobile program improved 52%
The performance of the client’s mobile search campaign is on par with its generic terms in desktop search. Because of this success, the client has dedicated a team to build out a complete mobile Web site.