Mobile Search is on the Rise- Optimize Now!

Google is the number one search engine, with consumers entering search queries across all devices.  In the next year, it is predicted that mobile search will surpass desktop search.  With mobile as the go-to device, marketers need to optimize their search in order to maximize effectiveness on desktop and mobile.

First, consumers using mobile are usually searching differently than they would on desktop.  Consumers often use mobile devices for research and comparison shopping.  Other information that is immediately valuable are store hours, directions, and a phone numbers.  Google has enhanced search features called ad extensions that allow marketers to deliver the most relevant information to consumers.  These extensions increase the size of the ad, taking up more space on the page and usually generate higher CTRs than ads without extensions.  Extensions can include extra links to different pages of the sites, directions right in the ad, or click-to-call functionality.  This New York and Company ad has all three extensions, giving consumers everything they need with one click. 

Last fall, Google announced that ad extensions would factor into the ad rank algorithm, making them crucial for paid search success.  Recently, Google announced the second line of ad copy will often be replaced by an extension in mobile search ads.  See the example below.  This change will require marketers to look at their paid search copy for mobile and make any changes necessary to lead with the strongest copy in the first line or shorten overall ad text.  Marketers optimizing copy for mobile and using ad extensions will see the best paid search performance. 

Shopping: Where In-Store and Online Collide

Emerging media broadly categorizes new and evolving media, usually driven by advances in technology.  While mobile devices are no longer new, they are a platform that allows for new media to emerge.  Think about some of our most common activities, such as social networking, taking pictures, checking in at our favorite locations, or shopping.  Mobile devices have made these activities easier, more convenient, and has created additional value to them. 

Let’s take a detailed look at shopping.  Mobile devices have impacted the way consumers shop in a variety of ways.  First, mobile proximity payments are starting to take off.  It’s convenient to pay for your coffee and bagel with a swipe of your phone.  No credit card, paper slips, or cash required.  Business Insider Intelligence estimates that mobile proximity payments will increase from $1.8 billion in 2013 to $190 billion in 2018.  This could allow for brands to instantly include coupons or additional communications with your digital receipt.  The phone can easily load gift card points and store order preferences. 

Next, mobile phones have proved to be vital when shopping in-store.  Many retailers have mobile

apps, but the new trend is to include in-store mode, which leverages the phone’s location technology to provide relevant information based on where they are inside a store.  Rather than needing to seek a sales person’s assistance, shoppers can reference an in-store map to determine where they are in the store.  It can also include sale items or offer coupons.  Users with in-store mode are twice as likely to use a retailer’s app and engage with a marketer.

Lastly, mobile devices are used for price comparisons and mobile purchases.  While in a store, consumers use mobile devices to shop other stores with similar products.  Mobile purchases are also on the rise as consumers get more comfortable shopping on mobile devices.  Overall, mobile is just one device, but has a great impact on how consumers think about shopping.  Since our mobile devices are always on us, marketers are leveraging technology in order to create a better brand experience with consumers.