Dozens of studies predict this will be the year mobile search will finally overtake desktop. In fact, for certain types of searches, mobile is already the search method of choice. If you aren't getting in front of mobile searchers as much as possible, the traffic losses are mounting each and every day.
I recently partnered with Bing Ads to produce a comprehensive guide for advertisers who want to get in line with the new rules, metrics and features of mobile PPC. The Bing Ads Mobile PPC Roadmap walks advertisers through critical mobile search concepts like user context, which PPC metrics matter for mobile, and how to implement mobile search strategy in Bing Ads for best results.
Are you ready? Let's jump right in.
But Mobile Doesn't Convert As Well As Desktop…
Conventional wisdom tells us that due to the smaller, more challenging form factors, searches from mobile devices convert worse than desktop Web searches.
As usual, the conventional wisdom is dead wrong.
Mobile searchers can be incredibly motivated, often even more so than their desktop counterparts. But how can we tell?
In order to get in front of the right searchers at the right time, via the right channels, with the right information, the first thing we need to understand is user context.
The Critical Importance of User Context in Search
Searches happen everywhere. Sure, people still use desktop for discovery, research, comparison shopping and online purchases, but they're also searching from the car, while walking down the street and even inside your store.
Advertisers can learn more about what is motivating a consumer based on the location, time and device of their search.
We can tell a number of things about the two searchers in the illustration above, for example. These two people are each looking for a locksmith. One is on their home desktop in the afternoon. The other is on a mobile device in the middle of the night. What does that tell you each one may be looking for?
Using these user context cues to fine tune your ads and targeting helps you better deliver on what it is the consumer is most likely in search of.
User context in search allows us to execute paid search strategies more effectively than ever before. Here are a few examples of how user context can inform your ad campaign tactics, using the locksmith example above:
- Bid Strategy: If you’re an emergency locksmith with 24-hour service, you would bid more for the urgent 2AM queries. If you’re closed at night, you won't bid at all for the off-hour searches.
- Location Targeting Strategy: Is the search originating from a neighborhood that you service? If so, you will aim for more impression share. If not, you won't even target that search.
- Ad Copy Strategy: You would use call-out offers that would be relevant, based on the user context of the search. You would also use a call extension to enable one-click phone dialing from a smartphone, eg.: Locked out of your house? Call our 24 Hour Emergency Locksmith Service Now – (222) 222-2222!
Device targeting in Bing Ads has been around for several years, but they've made it easier to target searches according to the context of the search.
PPC Metrics That Matter – And Those You Should Throw Out of Your Arsenal
Your desktop search strategy doesn't translate directly into mobile. In fact, the metrics that matter in mobile are quite different from those you should be tracking and measuring in desktop.
So which metrics matter most in mobile?
- Mobile Click-Through Rate
- Mobile Impression Share
- Mobile Cost-Per-Click
See the full Bing Ads Mobile PPC Roadmap below for an explanation of each and how your expectations in mobile should differ from the more familiar desktop metric.
Once you have those down, avoid these next metrics like the plague – seriously, don't waste your time. They can seriously lead your mobile PPC strategy astray and cost you time, budget and customers:
- Conversion rate (CR),
- Cost-per-conversion (the other CPC)
- Total volume of conversions (TVC).
I know, I know, these are the things you've always had drilled into your head as THE most important metrics in PPC! That's desktop, though.
Your mobile ad campaigns are driving conversions and actions that happen in the real world, through calls to your business or foot traffic into your stores. You've enabled click-to-call and you've converted that call to a sale – yet your ad metrics don't tell you that. Was the ad that generated the call a waste? Of course not.
Mobile is more complicated in that the customer often bypasses your desktop conversion page entirely, but the opportunity to connect with motivated consumers on-the-go is great.
Successful Mobile Strategies in Bing Ads
With this new understanding of mobile PPC concepts and how mobile metrics and ROI are unique, how can you implement successful mobile ad strategies using Bing’s various mobile advertising features?
We covered each of these topics in the guide:
- Mobile Preferred Ads
- Call Extensions
- Map extensions
- Mobile Bid Adjustments
- Time of day
- Mobile-friendly sites
Small and medium-sized businesses, local businesses – essentially any of the types of businesses that used to be listed in the phone book – are now living in a mobile searcher's world.
Check out the guide below and keep it handy as you set up new campaigns! Let your competitors wallow in conventional PPC wisdom. Leave them doing the same thing they've always done – the same thing as everyone else – while you tap into the massive mobile PPC opportunity.
You now have the tools and knowledge to act.
Go get 'em!