I attended a Google Partner hangout this last week with four marketing reps talking about how mobile has changed their marketing plans on AdWords. The comment that really has stuck with me over the last several days is that mobile is used for research before buying and is not necessarily the device that will drive a conversion. Very Interesting!
When I think about how I use my own smartphone, that comment is spot on. Many times I will be with others or sitting in a car chatting (not driving mind you) and I will quickly do a Google search to ask a question or find out more. Although more often than not, I am not looking at mobile ads while I am getting the information I want, I am using my smartphone to perform research that I may follow-up on later.
From an account manager and advertiser point of view, depending on the product or service that you are selling, the research aspect of mobile may be crucial to your overall marketing plan. With the much smaller screen of a smartphone limiting the number of AdWords ads that can show, you’ve got to be in the number one or two spots with your ad to get action.
Although mobile is not the right place for every single business, if the research phase that would be done on a smartphone is important to your business, keep in mind that actively testing your AdWords program in the mobile arena bidding up 10 to 25% of your desktop bid may be a very smart strategy. By testing this approach over a 60 day period (a shorter time period may not be long enough to really evaluate response), you may find that mobile drives conversions and sales on desktops and tablets and the mobile click can be attributed for the actual conversion. Or, you may find that more expensive clicks from smartphones simply padded Google’s wallet and did not drive conversions.
As Google is very bullish on advertising in the mobile space and many marketers are testing mobile AND the data shows that mobile activity is a very new and exciting landscape, it is time to try strategies in your AdWords account on mobile.
We thought that the invention of the Internet was the most life changing thing to happen in our lifetime, but I am here to tell you that smartphones are the next big change driver. It just takes a few weeks of using a smartphone to know that the Web will never be the same and that the future is in the integration of the Mobile Web with the Internet.
In fact while you are reading this post, I will be up in NYC using my smartphone to help my family navigate the subways, find places to eat, secure tickets to events, and follow an itinerary mapped out by an Android application called mTrip. I consider my Motorola DroidX smartphone such a revolutionary tool that my head is simply spinning with the future possibilities.
Here’s just an example of what I mean when I say smartphones are revolutionizing the world.
I downloaded mTrip. Planned our NYC itinerary with it. Used it to actually plan out each day based on activity level, types of things we were interested in, and our dates of visit, and location. We are able to follow an itinerary, get directions to get us from one location to another by walking or subway. We can find shops or places to eat by simply clicking virtual view and then holding the phone out and turning in a circle. Highlights appear on the screen over images shown on the phones camera. Click a highlight and see photos of the restaurant interior, pricing, menu, and even review specials or discounts.
I downloaded the subway maps for NYC so we could see the stop names by line and even watch for service delays by train or line number. There’ll be no delays for my group, we will simply work around the problems.
I browsed for several other travel apps like tripadvisor, GuidePal, and other NYC subway apps. With nearly one click I now have phone numbers, locations, and even coupon codes for dining specials.
On top of that we won’t ever be lost as I have Google Maps and full navigation on my Droid. What better way to be an out of town traveler than to have all the information you need in your pocket or purse for a terrific experience based on what you want to see and do.
With information at your fingertips where ever you are with your smartphone you are connected to the world. I consider this technology revolutionary in scope and know that the Mobile Web for smartphones will forever change our world for the better.