Mobile marketing is still a new domain for marketers but there is no doubt that this channel, be it for screen size or its ubiquitous availability, needs special attention. Initiatives being taken to understand mobile’s prowess in engaging consumers are intriguing.. And the industry is starting to become more comfortable with details – how search results-related pages are being visualised on mobile, how organic listings appear, identifying the optimal number of keywords per search on mobile versus desktop devices and so on. Today we have technology that develops mobile web pages optimised to fit various mobile devices including iPhone, Android and other smart phones. “The size of the screen largely affects how many organic and paid ads appear in the search results page and how users view the website. Since a mobile screen is much smaller than a desktop, placing within the first two ad positions is crucial,” Monique Jaspers-Wijn, vice president of business development for EMEA at Sabre Hospitality Solutions. “As a general rule, ads that appear below position three struggle to gain visibility and traffic.” For advertisers, keeping pace with emerging options isn’t easy either. Only a few months ago, Google mentioned that it is bringing search and apps together with mobile advertising. Considering that mobile apps offer users the ability to search for information, Google introduced custom search ads for them. And now Google is also letting businesses use AdWords mobile search ads as a holistic solution to promote, monetise and track app downloads. Building local context into mobile ads makes them more useful and it is another interesting area. Today there are search ads that contain useful local information like phone numbers, driving directions, a number to click and let users call a business directly, and also show people how far they are from specific locations.
Tailor your approach
The travel industry has tasted success in this arena. The mobile paid search campaigns have delivered. Only a couple of months ago Starwood and Google indicated that the combination of click-to-call and location ad extensions resulted in an increase in mobile paid search ROI. The campaign resulted in 200% increase in mobile traffic and mobile booking growth of 20% month on month.
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