By Susan Waldes
Last year, Marin Software forecasted that mobile would “account for 50% of Google paid search clicks” by December 2015. Yet, very few advertisers have thriving mobile paid search programs.
Why is this? Advertisers are thinking incorrectly about this problem – they are looking at mobile phones as little pesky computers where clicks are less valuable because their carefully developed (desktop) conversion funnels, perfected for years, aren’t working.
Yet, there are many actions people can (and will) take on mobile devices that are easy, fast, intuitive and that have commercial value. The solution to your mobile paid search program is to start thinking smaller.
Let me introduce you to the concept of the “micro lead” – a little conversion on a little device. It’s “micro” not because the value is always small, but because you are only asking a user to execute a “small” action.
These are leads because they are valuable, warm prospects, interested in your business that can be assigned a specific dollar value and will turn into revenue-predictable rates when properly nurtured.
Micro leads are the key that allows you to generate totally trackable, accountable, and ROI-positive mobile paid search campaigns.
First Address The User Experience Basics
The first thing to do is dispense the idea of a “responsive site” (meaning a single site that displays the same content for mobile and desktop users that dynamically adjusts for screen size) for your paid traffic.
Just like the best practice on desktop paid search is to design a landing experience specifically suited for the channel, you’ll be developing a mobile paid search landing page.
If you can’t possibly imagine your business model working without displaying something like your desktop site and you are comfy with the fact that 69% of responsive site load times are deemed “unacceptable” by users, then micro conversions can …read more