B2B marketers can no longer ignore the trends in mobile search. In 2015, B2B marketers need to think about their mobile paid search tactics, and how they can optimize for the increasing rate of mobile traffic.
Recently, eMarketer released a report showing mobile search traffic will overtake desktop in 2015.
"2015 will see mobile search reach the tipping point—the stage at which the majority of spend, organic traffic and paid clicks comes from smartphones and tablets, surpassing traditional desktop/laptop search activity," according to the report.
Additionally, the report showed mobile search ad spending will top a whopping $25 billion by 2018, increasing nearly $17 billion from 2014.
“Tipping point” is the appropriate phrase here, not just in search volume, but in how mobile campaigns should be managed.
Paid search managers stop at responsive landing pages and discount the mobile bid modifier to account for generally lower conversion rates.
But as more and more advertisers adopt mobile search ads, as evident in the eMarketer projections, competition will increase and the mobile bid modifier strategy alone isn't going to cut it in 2015.
But what to do?
How to Make Paid Search Mobile Friendly
On Google’s side, one thing we can only wish for, is more instant action ads, or ads where the advertiser’s desired action happens directly in the ad.
Twitter pioneered this with the lead generation card. Here's a lead generation card by Marketo. It shows how lead information is automatically captured on social media through a content download:
This past spring Google introduced app install ads. This is where mobile users install an app right from the paid search ad, eliminating the drop off risk inherent landing pages.
In the future, we could see lead generation instant action ads on Google. While not likely in the near term, and not out of the realm possibility, it would be a big boon for search marketers since it would bypass the landing page, where conversion rates are much lower for mobile search traffic.
Mix this with identity information from Google+ and Gmail and it could be incredibly powerful.
Make Mobile Paid Search Work For B2B Demand Generation
Our landing page conversion rate is 26 percent lower for mobile traffic. While marketers may be comfortable with using a mobile bid modifier to lower bids for ads appearing on mobile, the trend towards a mobile search dominant world means marketers should start thinking about separate mobile search campaigns.
Taking this mobile first approach and designing separate paid search campaign targeting mobile traffic will get B2B marketers ahead of the competition.
A responsive landing page isn't enough. Here are tips for building and optimizing paid search for mobile.
Use Value Track Parameters -- The value track parameters can tell you what mobile device searchers are using. This data can help marketers understand the volume of their mobile traffic before deciding whether to invest in mobile optimization. Importantly, marketers can use value track parameters to automatically send searchers to device specific landing pages, which brings us to the next step.
Design Mobile Search Landing Pages -- Ease of navigation should be the guiding wisdom for landing pages created for mobile paid search clicks. Fast load times are important so pages should contain only what searchers are looking for; no large images or slow loading videos, please.
“A tiny touchscreen and big thumbs are the mortal enemies of the online lead form,” says Invoca. Create different pages based on audience segments to really pinpoint and focus your landing page on the most relevant information.
Use Click-To-Call on Mobile Landing Pages -- According to Margot da Cunha from Wordstream, 65% of businesses believe phone calls are the source of the highest quality leads. A mobile landing page needs to be optimized for speed and ease of use. Click-to-call buttons should be included on mobile landing pages, and be displayed prominently.
Auto-Populate Contact Fields on Landing Pages -- A study by Flurry Analytics found on average people spend nearly two and a half hours on their mobile device a day, but only 20% of that time browsing. Mobile users need to be able to complete actions and find the information they are looking for fast. Add a button on your mobile landing page that populates the searcher's contact info.
Create Separate Mobile Paid Search Campaigns
Marketers shouldn’t wait. The tipping point is a call to action for marketers to create mobile first paid search campaigns.
Brands who embrace the tactic of separating their mobile paid search campaigns, and focusing on optimizing for the mobile user, will generate more qualified leads than the competition.
Original photograph by Niall Kennedy on Flickr.