“Mobile-ize” Your Paid Search Strategy


By Brian Jones

Google research pre­dicts that over one-fourth of all search­es will be per­formed on a mobile device by 2016.  Here are action­able steps every deal­er should take to ensure their mobile mar­ket­ing strat­e­gy cap­tures this rapid­ly grow­ing audi­ence.

1. Build a mobile site: Seems like a no-brain­er, but 67% of smart­phone users are more like­ly to pur­chase a prod­uct or ser­vice from a mobile-friend­ly site*. A mobile opti­mized web­site will help mobile shop­pers find the prod­ucts they want quick­ly, eas­i­ly locate and con­tact you, and increase con­ver­sion.

2. Seg­ment mobile-spe­cif­ic cam­paigns: Track mobile per­for­mance on a cam­paign lev­el and seg­ment for inde­pen­dent opti­miza­tions, bids, key­words, ad copy, tar­get­ing, etc.

3. Write mobile spe­cif­ic ad copy: Stud­ies show that click-through rates increase when device-spe­cif­ic ad copy is used. When the ad speaks to the user, it becomes more rel­e­vant to them. Wouldn’t you want to have a dif­fer­ent mes­sage for a shop­per who is down the road rather than one who’s across the state? Your desk­top-spe­cif­ic ad might read “Brows­er Our Entire Online Inven­to­ry,” where­as your mobile ad might say “Browse Our Mobile Site Now.”

4. Lay­er your search ads with loca­tion exten­sions: 94% of smart­phone users have searched for local infor­ma­tion and 90% of these users act­ed with­in 24 hours, accord­ing to a recent Google study. Shop­pers will be able to find you and if they are near­by, a dis­tance mark­er will show up in the ad indi­cat­ing how close your busi­ness is.

5. Bid for top posi­tions: Since the view­ing area on a mobile device is con­sid­er­ably small­er than that of a desk­top com­put­er, it is impor­tant that your deal­er­ship shows up in the top 2 posi­tions, so shop­pers can find your web­site.

6. Test and appoint a ‘mobile cham­pi­on’: What does your site look like on a mobile device? If you don’t know, take five min­utes to try it on a few dif­fer­ent phones. Empow­er some­one with­in your com­pa­ny, maybe your Inter­net Man­ag­er, to man­age and mea­sure your mobile ini­tia­tives.

7. Track your results: Make sure you reg­u­lar­ly check in to see how well your mobile cam­paign is doing, and adjust as need­ed. Like any good adver­tis­ing cam­paign, it may require some tweak­ing to find the per­fect bal­ance.

Amongst our vast net­work of deal­er­ships, we’ve seen the pow­er that mobile adver­tis­ing has and its impor­tance. For Dealer.com sites that use Google AdWords as part of their Paid Search strat­e­gy, desk­top usage has decreased 14.70% from August 2011 to August 2012, where­as mobile and tablet usage has increased by 84.71%.

A Marin Soft­ware study shows that the click-through-rates for smart­phones out­per­formed that of tablets and desk­top com­put­ers. On aver­age, smart­phones have a click-through-rate of 4.12% where­as com­put­ers and tablets have rates of 2.39% and 3.12%, respec­tive­ly. Fur­ther­more, the cost-per-click of smart­phones is less than for com­put­ers and tablets. The cost-per-click on a smart­phone is only $0.53 but $0.83 for a com­put­er and $0.63 for a tablet.

It is clear that mobile usage is on the rise and deal­ers need to get on board in order to remain com­pet­i­tive and deliv­er cus­tomers a good brows­ing expe­ri­ence, no mat­ter what device they are using.

Bri­an Jones is Senior Man­ag­er of Search Oper­a­tions for  and can be reached via the .




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