The post-PC era has diverted search engine marketing towards mobile SEA (Search Engine Advertising)

Kai Wermer
Kai Wermer

Morgan Stanley Research predicts that, in 2016, over 80 percent of Internet users will go online using mobile devices.
Even we at Uhura Creative Media have recorded massive growth rates (up to 95%) in the number of hits in recent months from mobile devices on the sites we manage.

Whether in the form of prices comparisons, bargain hunting or browsing for discount coupons, studies confirm that mobile devices are being used more and more as a research tool in the pre-purchase phase. 82% of Germans search for a product before buying it online, with 42% and 24% of users using their smart phone and tablet to do so respectively. As a consequence, mobile advertising is becoming more and more relevant to companies!

Optimised websites for mobile use

Many companies have still not optimised their website or online shop for mobile use, even though they were originally designed for mobile devices. Some company web sites or services are simply not available or cannot be used on mobile devices. This results in businesses losing more and more potential customers or contacts to competing companies who, in terms of technology, stay one step ahead of them.
Our tip: Pay attention to simple, well-structured and clear contents. Usability for the consumer must always be placed in the foreground, or put simply: How do potential customers get to the information relevant to them in just a couple of clicks?

Google and mobile searching

Our tip: Perform your search engine optimisation (SEO) with the aim of making your website perfectly visible on smart phones and tablets as well!
However, you should note the following in addition: Alongside the conventional index for desktop or laptop PC queries, Google also operates a special index for mobile searches. To use this optimally, make sure that mobile queries also refer to site offerings optimised for mobile use. However, since these offerings generally have fewer back-links than conventional websites, it is also possible for Google to rank PC versions of websites higher for mobile use. In order to take advantage of the back-link structure on the PC versions of a website, you can present different content for mobile users under the same URL using user recognition, or produce an optimised website for each end-device by using responsive design.

Don’t forget local searching when performing your mobile SEO

According to Google, 94% of smart phone shoppers search for local information. In addition to providing local content on your mobile app or website (e.g. location finder, availability information or special offers from individual branches), 'Google Places" is also of importance as a service.
As a rule, Google shows the results of this service at the top of the search output, and also grabs the attention of users with a variety of additional information.
Our tip: Pay attention to optimising your "Google Places" entry for standardised contact and address information and the possibility of reviews.

Mobile campaigns require special strategies for AdWords or display advertising.

Your AdWords campaigns should not be simply copied from your mobile campaigns!
Our tip: In your mobile AdWords campaign, focus on generic keywords and optimise your AdWords ad text. It should be apparent from the text that the website to be reached (landing page) is optimised for mobile use.
Potential display campaigns (mobile banner advertisements) for smart phones are limited to small screen sizes. Mostly, the click-rate for mobile advertising declines by up to 50% after “position two”. Try to always get the top rankings, even if they are slightly more expensive generally.

Mobile tracking

The digital conversion rates for purchasing processes for mobile devices actually completed are usually lower than for tablet or PC purchases, because mobile searching and mobile advertising frequently terminates in an offline purchase process (e.g. telephone order or purchase at the POS). By setting up special destination URLs or landing pages, you can estimate how successful your mobile marketing campaign was with integrated “Branch search” or “click-to-call” functions.
If your products and services also continue to be found and used by their peer group, then optimise your website for mobile use now! If circumstances allow, develop entirely new mobile service offerings that offer your target audience buying advantages in the communication or use of your products.

Uhura Creative Media offers you comprehensive services and support in the following areas to introduce you to the topic of “Mobile Marketing”:

- Strategic planning and individual concepts for mobile marketing
- Responsive solutions: Make your website mobile
- Native or web-based development and implementation of mobile apps
- Mobile marketing support and optimisation for marketing your mobile services

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