Posted by: Lewis Austin
Posted on: March 6, 2013 4:57 pm
According to Knotice, 41% of all emails are opened using a mobile device. The search volume conducted on a smartphone doubles almost every month and to top it all off, 25% of UK purchases are made using a mobile device. Those are some hard facts and to a marketer or business, should emphasise how important mobile optimisation is.
For those of you who don’t spend every waking minute following Google’s every move, Google AdWords released a huge update called enhanced campaigns. There are some advantages to be gained from this such as improved site links, but the main focus on this is to target mobiles. By making all ads display in the mobile search results, it ties the hands of businesses and agencies using AdWords. Now they must create a mobile friendly landing page, or suffer a loss at the hands of an increased bounce rate and much lower conversion rate.
It is safe to say that all the top dogs are barking about mobile. All the stats are available and there is the evidence to prove its ROI.
Let’s think about this for a second though, Google does encourage businesses to “think like their customers”. Cast your mind back to when you last whipped out your smart phone and looked for information, be it pizza, a bakery or a fact to prove that you do know what you’re talking about in the pub. You scroll through the results and find something promising and chances are if you’re not on EE and in London, you’ll be waiting a while but that’s ok because you want to see this page.
As the page finally loads next to a new day dawning, you have to navigate your way through a huge website with tiny text and elements of flash. To get any good content, you have to pinch your phone being careful not to mis-click and lose all your hard work, and then if you finally find what you are after, you click the link and your thumb or finger is “too” big, so you’re sent off to another page and the journey begins again!
From a business point of view, if a mobile user is browsing on their phone and clicks through to your site, chance are that they are pretty engaged and interested in converting. All you have to do is make it as easy as possible for them to find what they want.
Posted by: Kerry Sheahan
Posted on: February 14, 2013 11:58 am
We often talk about the phenomenal growth of mobile search and how too many digital marketers aren’t doing enough to adapt their strategies to this trend. However, recent research from Marin Software, the leading paid search management platform, shows that this may be changing.
The data shows that mobile devices achieve higher click through rates (CTRs) than desktop when it comes to UK paid search ads, a somewhat surprising discovery when considering the length of time they have been in regular use.
The study looked at how different devices performed last year, with smartphones leading the way with the highest CTR at 5.87% compared to 3.93% on tablet and just 2.29% on desktop. The gap between smartphones and the other two devices is quite significant, and what has surprised many people in the online marketing arena the most is the difference between smartphones and tablets with most people expecting these to be more similar to each other than desktops.
As well as achieving the highest CTR, smartphone clicks are cheaper than the corresponding desktop and tablet clicks, which may prompt more paid search advertisers to target their ads towards this device.
Generally speaking, keywords and ads that are closely related to each other and your business will give your ads the best chance of achieving a higher click through rate.
The research also delved in to cost per click, this time with tablets coming out highest. Tablet CPCs saw the most significant growth during 2012, averaging a 36% increase in the UK compared to 24% for smartphones and 14% for desk top.
The recent move to Enhanced Campaigns may affect mobile CPCs during the 2013, so it will be interesting to keep track of how this develops. The new method of managing paid search means that advertisers will be able to target people based on the time of day, their location and the device they’re using.