Mobile Searches Have Grown 4x Since 2010

There Will Be One Mobile Device For Every Person On Earth By 2015

Mobile Search Advertising Services

Mobile search on smartphones increased 26% in 2012 and 19% on tablets. With advancements in technology, network availability and speeds, your potential customers are browsing their smartphones on the couch, at work and in line.

Several companies make the mistake of simply setting their campaigns to target all devices; running the exact same keyword lists, bids and ad copy on desktops as on mobile. However, there are some key differences between desktop and mobile search that need to be accounted for:

  • Mobile users search differently. Typically, users use shorter keyword phrases on mobile devices than they would on a desktop. This requires changes to keyword lists and even ad group structure.
  • Mobile users are more likely to be on the go. For local campaigns, mobile users are more likely to connect with ad copy that mentions location, landmarks and click-to-call phone numbers.
  • Fewer ad positions to compete for. On a mobile SERP (search engine results page), there are only two ad positions visible at the top, as compared to ads on the top, sidebar and bottom of desktop SERPs. This means bidding for mobile ad positions needs to be more aggressive.
  • Mobile ads should land on mobile optimized pages. Unless your site features a responsive design, your mobile ads should point toward the most appropriate, mobile optimized version of the page.

Every quarter, greater percentages of web traffic to individual sites are made up of mobile visitors. They have different intent, different needs and success on mobile is defined differently. Don’t let this growing market pass you by.