A recent Performics report indicated that by the end of 2011, Mobile Google paid search will generate 16% of all Google paid search clicks, up from 3.5% in January 2010. And according to GoogleMobile search traffic on Android tripled in the first quarter of 2010 . Analyst Imran Khan of JP Morgan recently predicted that mobile paid search is key to Google’s future so we should expect more announcements and innovations in this space.
What does this mean for Australian advertisers who have been slow to embrace this space. In last years AIMIA Mobile Phone Lifestyle Index, 40% of respondents said they conducted a mobile search at least once a month and 25% accessed a website using a mobile search. This blog believes the growth of large display smart phones and 3G handset ownership, as well as the astounding uptake of Android powered phones that come preloaded with Google Search will propel mobile search traffic even more in the future. The message for Australian marketers is clear – get into mobile search sooner rather than later. With overall search volume and competition currently low, average cost-per-clicks are still cheap even for categories that are highly competitive in desktop paid search. Being amongst the first-movers offers advertisers the advantage of building up channel learning’s and best practices before the competition gets in.
Mobile search campaigns can be easily set up in Adwords campaigns, with the option of offering a click-to-call feature by adding phone extensions to your paid ads. Either a national number or location specific numbers tailored to the user’s location can be displayed. Users performing a mobile search are time sensitive and expect immediate information that will help them transact quickly. By offering them an opportunity to speak to a customer service person through a simple click, you improve your chance to close a highly probable sale. Ad messages need to be crisp and keyword selection needs to be generic keeping in mind the space limitations of mobile. Ensure you create separate mobile only paid search campaigns within your account so you can benchmark mobile search ROI against existing paid search activity. On the conversion side, invest in improving users experience during the path to conversion by investing in mobile sites.