In recent years, there has been a revolution in how consumers purchase products. Consumers search for information and make purchasing decisions online before stepping foot into a store. A few years ago, this was still defined by a single moment—“I open my laptop and search.” But now with mobile devices, these moments have become an integral part of the constantly-connected consumer’s day. As an advertising agency, we understand the importance of making sure the consumer’s eyes reach our clients’ advertisements and with this new revolution, those eyes are on mobile devices. Here are a few key factors of mobile search advertising that businesses should consider.
- MOBILE SEARCH PLAYS A ROLE
According to research gathered by Ipsos and Microsoft Research, during the decision-making journey, consumers are relying on their mobile devices throughout the entire process, from the initial research stage all the way through shopping, purchasing, and sharing. While that is true, consumers are still more likely to convert either in-store or on a desktop or laptop computer, using mobile for “upper funnel” research. Research also shows how seamless the flow from PC to mobile is, and this illustrates the importance in planning campaigns for cross-device searches.
- LOCATION MATTERS
When it comes to mobile search, shopping local is everything to users. According to Nielsen’s Digital Consumer Report, mobile consumers are looking for hyper-local results. When performing a search, they are expecting the results to be within five miles of their current location and want to take action immediately. The report also states that 76% of mobile shoppers have used a store locator to help find and visit a local store, and 3 out of 4 purchases that stem from a mobile search actually take place in a physical store. When setting up a mobile search campaign, try considering geo-targeting and test different copy and offers with different radius targets.
- CONVERSIONS HAPPEN FASTER
The power of mobile search is in its ability to influence a user’s decision while he or she is close to a point of purchase. While looking at a purchase funnel timeline between PC users and mobile users, PC users convert in a matter of weeks, whereas mobile users convert in a matter of hours. According to a study by Nielsen/Telmetrics/xAds, the short conversion cycle reflects the urgency of mobile queries. Mobile users are often in their cars when searching for products or retail locations, and they need to gather the information while in transit.
- MOBILE SEARCH DRIVES MULTIPLE TYPES OF CONVERSIONS
Mobile consumers can generate cross-channel leads and conversions. Not only do they generate phone call conversions, but also store visits and purchases. According to a recent study by Ipsos, 61% of people said, “click-to-call is most important in the purchase phase of the shopping process.” Advertisers must account for these cross-channel conversions when trying to calculate the full ROI of a mobile search campaign.
- IT PAYS TO BE FIRST
Page rank is a big influencer on click-through rates and conversions on all devices, however, it is especially important on mobile devices because the screen is smaller, allowing less room for ads. Research shows that placement after the second position yields low click share on mobile devices. Improving keyword relevance and using bid modifiers will increase your chances of appearing in the top two spots on mobile search results.
As mobile usage increases every year, it becomes more and more important to be in front of that growing audience. Robertson & Markowitz is a certified Google AdWords agency and we are happy to help you be a part of the mobile consumer’s constantly-connected life.