In the early days of PPC, advertisers put a great deal of thought into the mindset of the end users, focusing on keywords, ads, targeting and so on but always envisioned customers searching from their desks.
The customer’s mindset is still important, of course, but you can no longer assume that your customers are tethered to a desk when they’re searching online. The sales of smart phones and tablets are rapidly increasing and some analysts predict combined smart phone and tablet sales will eclipse the PC within a year or two. Portable devices have changed the way people search but some advertisers have not yet adapted. There are a few simple things that you can do to get caught up to the new era of Mobile search.
Google offers the option to target mobile devices as well as desktops and laptops. A separate campaign can even be set up just for mobile devices. Experiment with Google’s click-to-call ads that are ideal for mobile searchers. When viewed on high-end mobile devices, such as iPhones, users will see a clickable phone number on the ad so they can call your business directly and immediately.
Search patterns for mobile device users reportedly differ from that of desktop users. Desktop search volume peaks on Mondays and Tuesdays and the numbers steadily decline through the week. Mobile search starts to pick up on Friday and volume is highest on Saturday and Sunday. A campaign must be fine-tuned to take these mobile search trends into consideration.