As many as 50% of mobile searches have local intent; consumers on mobile devices are seeking products and services around them. Through mobile Paid Search, it is possible to optimise a campaign with a wide array of targeting settings to reach consumers while they are on the go.
Mobile Paid Search still represents a big opportunity for savvy advertisers. While competition is increasing, the ratio of mobile ad spend to mobile use still remains largely favourable to advertisers.
- Engage with consumers in new ways
Google, for example, has developed site link extensions on mobile. These have the potential to provide services that will help increase CTR on mobile Paid Search ads and are very likely lead to increased conversions. A few other examples include: Click-to-download ads, Click-to-call ads and Location Extensions. All of these features provide new ways to engage with consumers and drive more performance from campaigns as a result.
- Drive more immediate conversions
Mobile ads can be tailored to encourage immediate conversions from Paid Search ads. In fact, research indicates that 70% of all mobile searches result in action within an hour of the query.