CNNMoney reported at the end of February that mobile apps had overtaken PC Internet usage in the US, which means that Americans are using apps on tablets and smartphones more than PCs to get online. With Amazon getting over 80 million impressions in mobile search and other advertisers like Best Buy and Bank of America getting over 20 million, it’s clear that mobile search is effective for those who are doing it right. While it’s unclear whether mobile search will overtake desktop search, mobile users have been growing, and the changes made to search engines to reflect the popularity of voice search is just the beginning. When thinking of mobile search advertising for your business, it may be profitable depending on your market.
How Mobile Search Ads Work for Business
Marketers should care about mobile search. Google actually enforces that business do participate in mobile search. In some industries, mobile search has been more effective than in others. For example, these industries are already showing positive mobile search traffic:
- Mobile apps
- Lifestyle and entertainment
- Small local business
The one drawback to purchasing mobile search ads is that they come at a cost. Since there are only three mobile search ads on one page, there’s a lot of competition for those three spots. However, location-oriented searches will best serve small businesses. While many are discussing the possibility of opting out of mobile considering the costs, the statistics don’t lie as far as where the markets are headed. Mobile searches are taking over desktop, and it’s unreasonable to think that any business wouldn’t try to at least use mobile SEO strategies to bring in traffic.
What to Do For Your Mobile Search Strategy
There are a few options for those who want to explore mobile search advertising. If you don’t want to, there are other options as well.
- Manage Mobile and Desktop Differently: If you want to target mobile searchers, then you should manage desktop and tablet ads separately from mobile campaigns. Google’s Enhanced Campaigns tie mobile and desktop ads together by default, which is silly because you can’t make separate adjustments based for each device. You can manage them separately by going to “Devices” under “Settings.” You can set mobile and desktop/laptop bids to -100 percent if desired.
- Use Location Settings: You should also be working with the location settings under “Settings” and then “Locations” to turn off ads that aren’t working in certain locales. This also allows you to control Ad Schedule options unless necessary.
- Target Bing and Yahoo Mobile Users: Marketers can also consider targeting just mobile searches on the Bing Yahoo Network, which is simpler than AdWords. These ads would most likely appear to Windows phone users.
- Opt Out: If mobile search isn’t working for your business, and you want to opt out on Google, you can set the bid adjustment for “Mobile devices with full browsers” to -100 percent. This turns off all bids on mobile.
With responsive design and mobile search advertising, you can increase traffic and get a better ROI, and as mobile search develops even further, it’s likely that we’ll see more options for ad placement on mobile search browsers that will make it more lucrative for businesses.