Target mobile shoppers with paid search
Colleen Brousil, Director of Marketing — ARI
July 17, 2014
Filed under Service Providers
Ready to cash in on America’s smart phone addiction? Mobile now accounts for 32 percent of paid search clicks and 25 percent of all pay-per-click (PPC) ad spend, which translates into sales opportunity for your dealership.
Mobile shoppers are on the go and ready to buy. According to the Mobile Path to Purchase study, 55 percent of consumers using mobile want to purchase within the hour and a whopping 85 percent want to purchase within a day. Additionally, those shoppers want to find the closest option — 69 percent of consumers expect businesses to be within five miles of their location.
Segmentation is key. Because mobile shoppers are much closer to the sale than the typical desktop shopper, it’s important to segment your AdWords campaigns specifically for mobile users. Not only will this allow you to target your ad message to entice on-the-go shoppers, but it will also allow you to accurately measure the results of your mobile campaigns.
Segmentation starts with the right mobile keywords. It’s important that you don’t just reuse keywords from your desktop campaigns. Some will work, but many may not. Mobile users typically enter fewer keywords when they search. The most successful mobile campaigns use broad matching and more general keywords to capture relevant traffic.
To help you select new, mobile-specific keywords, you can use the advanced features on the Google Keyword Planner. Load the tool at: http://bit.ly/1hRPIZ3 and click on “Devices: Desktop and Laptop” to filter down to see keyword results just for mobile devices with full browsers.
Mobile AdWords setup specifications. Set up your mobile ad following these steps:
- Login to your AdWords account.
- Create a new “Search Network” campaign.
- Under the “Devices” heading, select “Let Me Choose.”
- Select “Mobile devices with full browsers.”
- Under “Ad extensions” select “Location extensions” and “Call extensions.” (Read on for more insight on these helpful extensions.)
- Set up the rest of your campaign like normal, picking your location, bid and budget.
- Create your ad text like you do for desktop campaigns, adding a headline, description and URL.
Advanced options. Consider ad extensions to allow shoppers to display an easy-to-click call button exclusively on your mobile ads, or location extensions, which attach your business address to you ads.
Primo leads. Note that conversion rates tend to be lower on mobile, making your costs per lead a bit higher, but keep in mind those leads that do convert are likely to be in the market to buy within the next 24 hours — these uber-hot leads are worth some additional expense!
Be patient. Just like with any new online endeavor, don’t expect to see immediate results. You need to give yourself some time get competitive in the mobile AdWords universe!
Colleen Brousil is ARI’s director of marketing. Brousil has more than a decade of experience in the powersports industry and previously served as the editor of Motorcycle & Powersports News. ARI creates award-winning software solutions that help equipment manufacturers, distributors and dealers Sell More Stuff! — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in automotive tire and wheel, powersports, outdoor power equipment, marine, RV and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI’s website and eCatalog platforms to Sell More Stuff!