• According to BIA/Kelsey data, mobile search comprised 81.8 billion searches in 2015. • Alphabet (parent of Google) announced late in 2015 that mobile search overtook searches done on the desktop. • They expect to see a 23% increase in mobile searches and a decrease in desktop searches. • Those trends are expected to continue.

1. PPC Workshop:
Why Mobile is an Important Part
of Your Paid Search Strategy
Presented by KeywordFirst

2. Mobile Search Overtakes Desktop*
• According to BIA/Kelsey data, mobile search comprised 81.8 billion
searches in 2015.
• Alphabet (parent of Google) announced late in 2015 that mobile
search overtook searches done on the desktop.
• They expect to see a 23% increase in mobile searches and a
decrease in desktop searches.
• Those trends are expected to continue.

3. Why are Mobile Searches Increasing?
• Ubiquity of mobile devices.
• Growth of the Millennial generation.
• There are now more Millennials than Baby Boomers.
• Millennials have never known a world without readily available mobile devices.
• They continue to rely on them as their method of choice for communication and
connection.

4. What Does This Mean to Marketers?
Marketers who’ve paid little or no attention
to their customers’ mobile experience
or developing mobile-search strategies
must quickly re-think their mindset.

5. It’s All about the User Experience.
• User experience is critical, especially given the lack of patience the
Internet has created.
• If a site doesn’t work quickly and seamlessly, visitors are only a back
button away from checking out a competitor.
• Once they hit that back button – whether because a site isn’t loading fast
enough or it isn’t readable on their mobile device – you don’t just lose
that sale. It could have a significant effect on the lifetime value of
that customer or prospect.

6. How is Paid Search Affected?
• It’s important to understand if your online experience is welcoming
visitors or driving them away so that you can invest in paid search
effectively.
• The best way to do this is through an analytics package to understand:
• The number of visitors your paid search campaign is driving to your website.
• What they’re doing when they get there.
• How many of them are converting to customers.

7. Make Sure You’re Hitting the Mobile Target.
• Ad groups, keywords and analytics are basically the same for desktop and
mobile.
• Adjustments that may need to be made to optimize mobile include:
• Ad extensions: for example, change from “click for more information” to “click to call”
to capitalize on the ability to directly place a call.
• Bid strategies: higher positions have a bigger impact on a mobile device. It’s best to
be in the top three.
• Web development strategy: check the key performance indicators (KPIs) you’ve
identified for your analytics to ensure your mobile site is delivering the appropriate
experience.

8. B2B and B2C
• These strategies apply to both B2B and B2C advertisers because many
B2B searches now begin on a mobile device – even if they’re ultimately
fulfilled on a desktop.
• A poor mobile experience may mean that the customers may never get to
the desktop.

9. Summing Up
• According to BIA/Kelsey and Alphabet data, mobile search overtook
desktop with 81.8 billion searches in 2015, and this trend is expected
to continue.
• Mobile searches are increasing due to the ubiquity of mobile devices
and the growth of the Millennial generation (now larger than the Baby
Boomer generation).
• Customers’ mobile experiences are critical since they’re only a back
button away from checking out a competitor, which could have a
significant impact on the lifetime value of those customers.
• It’s important to implement an analytics package to understand if your
online experience is welcoming visitors and converting them to
customers or driving them away so that you can invest in paid search
effectively.

10. Summing Up (continued)
• Although ad groups, keywords and analytics mostly stay the same for
desktop and mobile, adjustments that may need to be made to
optimize mobile include:
• Ad extensions: for example, change from “click for more information” to
“click to call.”
• Bid strategies: higher positions have a bigger impact on a mobile device.
It’s best to be in the top three positions.
• Web development strategy: check the key performance indicators (KPIs)
you’ve identified for your analytics to ensure your mobile site is delivering
the appropriate experience.

11. • Mobile Search article on The Social Media Monthly
“Succeeding in Search Today Means Hitting a Mobile Target”
• See analytics posts on our FirstWord blog
• Google Analytics tutorials
Contact:
Mark Smith – See Mark‘s bio
Co-Founder, KeywordFirst
Mark@KeywordFirst.com
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