How to Optimise Your Mobile Campaigns? - The Search Marketing Shop
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How to Optimise Your Mobile Campaigns?

By May 4, 2016 No Comments

Mobile search has an increasingly bigger role to play in SEO and search marketers and publishers should know how to maximise the mobile impact. Location is the first thing that comes to mind when you think of mobile search. Mobile devices, including smartphones and tablets create opportunities for a target audience that may otherwise be difficult for you to reach – because they are mobile.

Whether you are a business seeking to make the most of your SEO campaigns or search marketers, this guide will help you maximise your mobile impact.

The Consumer Barometer Survey reports that over 80% of smartphone users are using search engines on their devices whenever they need to know about a local business. There has been a significant increase in the number of searches that contain “near me.” Even internal data with Google shows that 88% of these searches (having “near me”) occur on mobile phones.

This has helped create opportunities for businesses to make the most of mobile phones to draw more people to their stores.

How can you maximise on this?

  • Setup campaigns with a highly targeted radius around your stores/businesses.
  • Bid up on the mobile modifiers.
  • Use multiple lists to become more specific about whom you want to target with bidding.

In addition, mobile devices also give you a special opportunity for engaging consumers in-store.

Track Your Targeted Mobile Audience

A Google/IAB study called Our Mobile Planet claims that around 40% of those who conduct a research on their smartphones make a purchase on their desktop. This means that you should not only be able to show your brand in the searches, you should also track your consumer engagements.

Google shared this graph based on its 2015 internal data.

It emphasises the growth in conversions for cross-device attribution. You can get the context related to intent with the help of indicators like:

  • Store locates
  • Review of business hours
  • Getting directions

Increase Mobile Conversions

Mobile conversion can be difficult, but you can increase their chances with the following tips:

  • Consider the number of pages that have to be loaded
  • Consider where your calls to action are located
  • Consider how easy it is for visitors to use the navigation and buttons without clicking other buttons and links

Optimise mobile forms

You should be careful about your mobile forms, especially where they are placed on the page and how many fields they have. Mobile optimisation also focuses on the keypads appearing for different fields (number digits and letters) and that the fields are readily visible.

Optimise Apps

Apps give you the opportunity to engage with your customers at a much deeper level. You have so many ways for leveraging apps for building brand loyalty and engaging current loyal customers:

  • Provide useful and valuable content
  • Store logins
  • Promote offers
  • Facilitate ecommerce
  • Allow customers to access their buy history, favourite items and wish lists

If you don’t already have an app, have one developed (and promote it).

Follow these tips to get the most out of your mobile-based promotions. For more help on ranking high on mobile search, it is recommended to visit and get help from the experts.