Mobile is the most rapidly-growing segment of search. Upwards of 15% of all searches are conducted on mobile devices. Having a strong mobile search strategy is critical to success – especially considering that 54% of mobile searchers intend on calling or visiting a local business. To take advantage of this market, you must understand it. Mobile users search differently than desktop users, so search campaigns need to be built differently from the ground up. The average mobile search has 20% fewer words than the average desktop search – typically reaching no more than 16 characters in length. In addition, mobile searches show more local intent, seeking phone numbers, directions or location information. The Haystak Digital Marketing platform creates custom campaigns optimized specifically for mobile users.
Beyond the differences in mobile user intent, search engines deliver ads differently on mobile devices. Mobile search results have only two positions above the organic results and none to the right – meaning campaigns must be optimized to target only two positions, or your ad may never end up in front of a user.
Properly optimized mobile campaigns offer a call to action specific to a mobile device. The Haystak Digital Marketing platform can deliver mobile-specific actions – such as Google’s ‘Click-To-Call’ – instead of a simple link to the dealership web site. These mobile-specific calls-to-action create exponentially higher conversion rates.