By Charlie Cummins – bbmm.ie
The second to last breakfast briefing of the 2015 series was held today at Google’s HQ in Barrow Street. The topic reviewed today was “Succeed on Mobile” – how to make search on mobile devices more relevant and effective for your business
To put mobile into perspective, a few topline stats were presented and shared with the audience:
75% – the % of the Irish population using a smart phone
€162 million – the adspend on digital for the first half of 2015 (of which mobile accounted for 40%)
3.2 – is the average number of internet connected devices owned by individuals
1 in 3 – the ratio of searches which have local intent
The impact of this level of mobile penetration in the market place is that the consumer’s daily journey is changing. Google categorised this as a series of “micro moments” when consumers engaged with their mobile phones – be it as simple a task as taking a photo, reading/sending a text and so on.
The challenge for business is how to connect with these moments, when the consumers are actively engaged with their mobile. Some logical steps can guide the way.
Mobile and Your Business Strategy
The first step along the process is to have a clear understanding of how mobile fits into your business needs. What do you want your mobile marketing efforts to do for you. Is it to generate leads? Or to drive traffic to your website? Or visits to an actual store? A slide from today’s presentation succinctly highlights a range of possible objectives:
Follow The Three “A’s”
To get in front of consumers when they search using their mobile devices a business need to be;
Make sure your keywords are appropriate for your business and that they are the words people will use to search for your product/service. Google’s Keyword Planner tool is a great source of information on how often keywords are searched (in total, or by month for a given date range). Make sure all your AdWords campaign settings have been selected to opt into mobile searches. With mobile search results, the first position is 3 times more valuable than the second.
The landing page must be relevant to your ad content. Ads which use extensions (such as call, location, sitelinks and the newer “call out”) take up more screen space and provide more information to the consumer on which to act. Follow this link to Google https://www.google.com/webmasters/tools/mobile-friendly/ to check if your website is mobile friendly.
If you don’t have a mobile responsive site, fully optimised to the mobile phone screen you’ll lose consumers. People on mobile phones are in a hurry. You need to give them what they want quickly. Your landing page ideally should load in less than 2.5 seconds or they’ve moved on to your competitor. 25% of Irish visitors will leave a site if they can’t find what they want quickly. So your site must display its call to action prominently and be large enough to allow visitors to tap or navigate easily.
For additional information on how to use mobile search more effectively please email [email protected]