Clicks from mobile devices have risen 67% for advertisers on the Yahoo! Bing Network. Here’s how to get more out of your mobile SEM campaigns
Mobile search is often referred to as an “emerging market,” but the latest numbers on the growth of mobile usage in general and mobile paid search in particular make the case that mobile search could soon be the SEM market.
Consider these stats showing U.S. mobile growth over the last year:
- Smartphone users increased nearly 31% to 121.4 million people
- Tablet users jumped more than 134% to 79.1 million
- By 2016, 50% of the U.S. population will use tablets and 80% will use smartphones
Naturally, these growing legions of smartphone and tablet owners are using their devices for search. The chart on the right shows significant annual growth in mobile search using both types of devices.
On the Yahoo! Bing Network, our advertisers have seen 67% more clicks from mobile devices per month since last spring.* To help you get the most out of your mobile search campaigns on the Yahoo! Bing Network, we offer these three tips:Decide on a mobile campaign strategy: The first step is to choose your approach to managing your mobile search campaigns, and the Yahoo! Bing Network offers two options:
- Target all devices from a single campaign; or
- Create unique campaigns and target each device or operating system seperately
Each approach offers an advantage. A single campaign allows for quick and easy set-up, while separate campaigns give you the agility to react to variations in campaign performance for each device and then optimize accordingly. The chart below, based on Marin Software’s 2013 Mobile Advertising Report, shows how CTRs, CPCs, and other search campaign results varied by device in 2012.
This choice of management options lets you control the way you want to do business. Here's more information on Bing Ads' commitment to offering more control to advertisers.
Tailor landing page experiences to specific devices: Whichever campaign strategy you use, we strongly recommend that you provide landing pages that are optimized for mobile devices so users can easily navigate through your site. Once you have those pages ready, make sure you have capabilities in place to send the right users to the right pages.
For instance, if your campaigns target all devices, be sure that your websites include functionality that analyzes user clicks to detect the types of mobile devices that searchers are using, so you can redirect them to the page that’s been optimized for their device. If you’re running separate campaigns, you can specify the correct destination URL to send users to the appropriate pages for their devices before they click.
By tailoring your search experiences to specific mobile devices, you’ll increase your chances of engaging mobile searchers---and boosting conversions for your business.
Go for the top two ad positions: In addition to focusing on your landing pages, you should also make sure your ads are competitive enough to claim top positions on the results page. This is vital in mobile, where the top two positions see the most activity. Your position is determined by your bids and your ad’s performance relative to your competition, and we suggest you consider both factors when working with your mobile search campaigns.
For example, to encourage clicks from mobile searchers, specify the targeted device in your ad’s display URL to signal to searchers that they’re going to a site that’s tailored for their iPhone, iPad, or other device (as shown in the Banana Republic graphic). Testing ad copy and monitoring your quality score are easy and effective ways to make sure that your ads are relevant, engaging, and collecting as many clicks as they can.
Finally, you can use the Bing Ads Intelligence tool for guidance on competitive bids.
For more help creating successful mobile search campaigns, contact your Yahoo! search account representative.
* Based on internal data including data from April 2012 to January 2013