How Will Mobile Search Impact Your Paid Campaigns?
Monitoring search volume data is key to determine how to best optimize your PPC campaigns.
Monitoring search volume data is key to determine how to best optimize your PPC campaigns.
You’ve heard a lot about the popularity of the iPhone, and the new release of Motorola’s Droid. These phones, as well as many others on the market and even more to come, have changed the way that people use their phones and browse the Internet. Because the Internet experience on these phones is similar to the desktop, the user behavior is becoming similar, which includes search.
So people are searching more using phones, but what does that mean for your paid search campaigns? Beyond just continued growth of search volume, it means:
You could certainly argue each of these points, but we’re focusing on how to manage this traffic specifically. This search volume is an extra cut of data that you should monitor to determine how to manage the results.
Google, and to some extent MSN, offers the ability to target high-end devices in their own campaign the same way you would separate a content campaign from a search campaign. The same should be done for some important search campaigns.
Here are a few high-level data points we’ve noticed from this type of targeting:
These basic stats are just the tip of the iceberg. There are all sorts of optimizations that should come from this data, and as the volume increase so will the targeting capabilities. Better to be ahead of the curve, and make the available targeting work for you.