How does Mobilegeddon impact your Mobile Marketing Strategy ?
A meteor has just hit the world of digital marketing. Google has once again altered its algorithm, this time to increasingly favour mobile-optimised websites in search results on mobile. Is this ‘mobilegeddon’? Not quite. But what this is, is a wake-up call to businesses. Be where your customers are and make that experience easy, enjoyable, and effective if you’re going to win in business, and indeed, stay in business.
This makes two things imperative for success: 1) make sure you have a mobile optimised site, and 2) flawless execution in Search Engine Marketing on mobile.
Why? Don’t just do it because Google says so. Think like a consumer – What’s your experience when you come upon a site that’s not mobile-friendly? How does this impact your propensity to purchase? What does this make you think of the brand? Hands up if you’ve been on the brink of buying, but you just couldn’t be bothered with the inconvenience of the unoptimised site you’re on, so you roll your eyes and buy from somewhere else.
And if that’s the experience you’re creating for your customers, you are losing business. Fact.
And here’s another one – some of us have been wrestling with our IT teams and C‑suite for years trying to get them on-board with creating a sustainable, scalable mobile-optimised site. And it’s just. Not. Budging. Whether or not this mobile meteor delivers a blow to the bottom line that grabs their attention, what actions can you take to secure maximum visibility in search results on smartphones?
Google has now made it more critical than ever to optimise your Paid Search activity, specifically on mobile. This is where Adobe Media Optimizer has been helping businesses get ahead and stay ahead of the competition for over a year. It all comes down to three powerful components:
1. Data is collected at keyword level and split by device
No matter what way you slice the numbers, it is more business-critical than ever to have performance data for your Paid Search activity at the most granular level possible. This means every keyword, every day, every device. An algorithm is only as good as the data it’s being fed, and only we pull in data and build forecasts for each keyword for desktop and for mobile and make that data fully transparent to you.
This is critical if you’re going to set the right Mobile Bid Adjustments (MBAs) so you can be confident you are paying the most competitive price for your mobile traffic and securing those top ad positions (which are even fewer on mobile UIs) to drive smartphone searches to your business.
2. Mobile Bid Adjustments are algorithmic and automatic
When was the last time you updated your MBAs? Was it a finger in the air guestimate or an Excel-breaking (and let’s be honest, somewhat soul-crushing) number crunch of doom? Whatever your scenario, none are efficient and all are wasting your business’s time and money.
Adobe was first to market to support Google’s Enhanced Campaigns, and shortly thereafter, we delivered the ability for our clients to optimise their MBAs just like they do their standard CPCs.
All the device-level keyword performance data we collect for you enables our algorithms to mathematically calculate what the MBAs need to be at the ad group level to help you achieve your business goals. And those trade-offs are done for you at an astronomical scale automatically every day with the tick of a box.
This means you can be confident your MBAs are accurate and up to date based on your account and your data – not a blanket vertical figure released by Google and not at the expense of the time and expertise of your PPC team, who can be delivering more value devising and executing on strategy – something a machine can’t do.
3. You control the value of mobile to your business
At the core of strategy is being smart about identifying what is valuable to your business and zeroing in on chasing and capturing that traffic. We all know as consumers, let alone as marketers, that the way we interact with our mobiles is different than what we do on our desktops. Especially if your site isn’t mobile optimised, actions such as an app download or call into a call centre can be far more valuable to pursue on mobile than an actual purchase.
Your business needs the agility to define exactly what traffic you want to pursue by device and inform your bidding algorithm as to what a high-performing keyword looks like.
When you join the combined power of device-specific keyword data and the ability to automatically adjust your MBAs with targeted, strategic control of exactly what you want your PPC activity to be chasing, Google’s recent algorithm changes transform from worry to opportunity.
Whether it’s directly managing your accounts or partnering with your in-house team or agency, you need to have the right tools and technology in order to drive mobile marketing results for your business where it matters to you and to your customers most.