While there wasn’t any “mobilegeddon” to speak of in the the PPC world, our paid marketing team is constantly evolving our strategies to keep up with the growing number of mobile users. The mindset of a mobile user is often much different than that of a desktop user. They want something, and they want it now. Thinkwithgoogle.com has a good article on the “I want to” moments (like “I want to watch a movie”, “I want to eat Mexican Food”, “I want to find a Yankees baseball cap in the midtown mall”). While a user won’t necessarily phrase their search that way, the intent is still the same – they’re ready to purchase and all you have to do is get in front of them with a compelling offer.
Easier said than done, but that’s why we’re always looking for opportunities to market our clients’ products and services to mobile users more effectively. For instance, earlier this year Google introduced call-only campaigns. These ads show to mobile users with the ability to make calls and offer a single call-to-action – call us. There is no link to the business website. For certain businesses who value telephone calls over site visits this can be a powerful tool. According to Google, 70% of mobile searchers call a business directly from search results. As always, it varies based on the individual business and their goals, and you have to present them with the right message. Creative and compelling copy is still key.
Mobile users will continue to offer unique opportunities as new technology is constantly changing how we connect to the internet while on the go. These days, wearables are taking over. Smart watches such as the new Apple Watch are going to be huge. They’re just too convenient. About 25% of our office already has a smart watch (mostly Moto 360s), and they are unanimously loved. With these new devices, we’ll see new and different user behavior and have to react to that in our marketing campaigns. Who knows how that will evolve over time, but we’re certainly looking forward to it.