By next year, more than 70% of paid search spend in the U.S. will be mobile, according to the “Search Engine Marketing Roundup” report from eMarketer. That said, many businesses in the digital advertising world still face obstacles when it comes to optimization of mobile advertising and experiencing the greatest ROI.
How can marketers use Google AdWords, Bing, and Yahoo to reap the rewards of an effective mobile digital marketing strategy to drive exponentially more clicks, calls, and customers; achieving the goals they set for mobile advertising? Here are a few strategies that will make a huge difference in the results you experience for your efforts and advertising dollars.
First, set a bid adjustment if your business receives mobile traffic. To make sure your business is visible, you’re goal should be to get into a top position (1 or 2). To accomplish this, set up campaigns with an initial +25 to 30% bid modifier. Analyzing the types of traffic you receive and your conversions will make it possible for you to optimize/adjust campaigns.
Call conversion tracking. If you’re not optimizing for calls and measuring call leads, you’re missing out on a substantial piece of the puzzle in regards to tracking mobile leads and understanding their source.
Keep in mind that ad copy that’s mobile-targeted is vital. Google reports that 70% of searchers using mobile devices use call extensions to call businesses. Take advantage of call extensions by creating mobile-preferred search ads with mobile ad extensions as well as CTAs (calls-to-action).
Include a device segment when performing search query reports. In doing so, you can easily determine which keywords are responsible for the majority of mobile conversions and traffic. To ensure top position, sort your reports by conversions so that you can adjust bids for those keywords that perform best. You’ll also want to sort your search query report by clicks that fail to drive conversions. In doing so, you can add negatives or adjust bids as necessary for keywords that increase clicks, and therefore advertising spend.
Be sure your campaigns include remarketing bidding strategies. Businesses can adjust mobile bids for top positioning by setting up remarketing lists into campaigns. It’s vital to keep in mind that not only is bidding up for mobile traffic important, but so is upping your bids for custom audience lists as well. When potential leads/customers show initial interest, you can recapture that interest when they search again using a different message in top position.
At EBB Web Design, our Atlanta mobile marketing team understands how confusing marketing on the Internet can be for businesses. For all of your mobile marketing and paid advertising needs, count on us for results-driven solutions!Google+