As the proliferation of smartphones continue, we’re seeing a shift in user behavior that mimics that of the traditional Web in terms of how we access it, what we do Online and especially how we search. As more people access the Web and perform searches using mobile devices, we’re slowly seeing how paid search and other traditional campaigns are being effected by the key differences in getting users via mobile as opposed to the desktop.
I came across an excellent article over at Search Engine Watch that outlines what it means to your paid search campaigns when more and more users are searching from their mobile phones instead of the desktop. Beyond simply getting more search volume, the article suggests it also means that;
- Mobile search queries are shorter in nature from mobile devices. While many reports state that the number of keywords in a user’s search query is growing, it’s actually the opposite on a mobile phone whereby the user is much more likely to type a shorter query due to the keyboard, nature of the user and other various mobile limitations.
- Mobile search queries are more local in nature. It’s estimated that 15 percent of mobile search queries have a local modifier, according to a survey by the Kelsey Group.
- Mobile users are consumers that you want your message in front of, but e-commerce sales are far and few between. Data shows approximately 0.6 percent of clicks actually turn into sales. However, more than 30 percent of clicks are looking for a local office/store, which has benefits of its own.
read full article here.
