We Spend Where We Live: Why Local and Mobile Search are the Same Thing
September 23, 2014
The search industry has been abuzz this year with the growth of local and mobile search. Some prognosticators say it will be the end of desktop search, others suggest that it plays a complementary role. What we can say for sure is that it’s a rapidly growing trend that parallels the adoption of smartphones among information-hungry people who are seeking answers to their questions to help them make the right decisions.
As a marketer, you need to understand these trends and harness their power to help accelerate your business growth. The three things you need to know about mobile search are:
- User context
- Which pay-per-click (PPC) metrics matter
- How to implement a mobile strategy
In order to truly assess the opportunity and make it work for you, we recommend downloading the white papers (live link) and applying the knowledge and know-how. For a very short version, read on.
This refers to the location, device and time the search originated. It matters because it’s a powerful predictor of a user’s true search intent, namely, what the user is really looking for. Using these signals, you can adjust your ad targeting, bidding and ad copy strategies to improve ROI. For example, someone searching for “locksmith” on a desktop device at 1 p.m. may be looking to change locks and wants to comparison shop, while someone searching on a mobile device at 2 a.m. is probably locked out of his house and needs help now.
Mobile metrics that matter
- Click-through rate. You want to drive calls and clicks, but your ad position on mobile matters even more than on desktop due to limited screen size. So that calls for smart bidding that gets your ad in the top spot.
- Mobile impression share. This is simply how often your ad will appear in relevant searches. You can’t afford to be in a low ad position on mobile, because you won’t be seen. Focus on keywords used by people who are looking to buy right now.
- Mobile cost-per-click. This has a big impact on your cost per conversion and mobile CPCs are typically lower than desktop, as there is less competition as advertisers opt out. But mobile CPCs are rising as advertisers understand the strong purchase intent that’s motivating the mobile search. So take advantage of the situation while you still can.
How to implement a successful mobile strategy in Bing Ads
- Modify bids for mobile to capture a top position
- Implement call extensions so searchers are one simple click away from engaging with your business
- Highlight an offer that makes sense to a mobile searcher
- Implement map/location extensions to make it easy for people to find your store
- Use geo-targeting to leverage buying intent and convenience factors
- Time of day based bidding, aligned to shopping rhythms
For detailed, illustrated instructions, please download the white paper here, and accelerate past your competition.