Welcome to part 2 in our Guide to Google AdWords Mobile Click to Call Ads. Now that we know how to target mobile devices we can move on to keyword research for mobile searches.
The Missing Data Dilemma
Keyword data are not easy to find for mobile searches. There are very few tools primarily because of lower search volume and nascent advertiser demand.
However, given the increase in viability and relative low costs of mobile PPC advertising (and advancements like AdWords Click to Call ads), more advertisers will soon recognize the importance of differentiating your mobile PPC advertising from your ads targeted to desk-bound searchers.
Mobile Keyword Considerations
It’s no surprise that mobile searchers use different types of search queries than desktop browsers. Typically their needs and tasks are more immediate and local in nature relative to their present location or destination. More in-depth research and investigation queries are reserved for desktop browsing. When considering your AdWords mobile keywords, keep them short and focus on more generic “short head” keywords that people are likely to type in on a miniature slide-out keyboard or touch screen.
Newer generations of phones can automatically provide GPS coordinates so the search ranking algorithms tailor the results to the searcher’s location. If you provide services within a local area, your AdWords mobile keywords may not need geographic modifiers. Just focus on getting the campaign-level geo-targeting right.
The trends towards full-featured web browsers, faster mobile connections and larger screens encourage mobile users to use their devices to find more than just a local sandwich shop. Even if you market B2B services or CPG products, chances are that some highly qualified potential consumers are using their mobile devices to search for what you have to offer.
AdWords Keyword Tool Mobile Data
Luckily for mobile PPC marketers, the AdWords Keyword Tool provides mobile-specific data by selecting the “Show stats for mobile search” option in the Advanced Options menu:
Select "Show stats for mobile search"
Unfortunately, it only includes non-smart phone data. The smart phone search queries are lumped into the general web search volume and CPC data. Unfortunately this limits the utility of this tool.
Not Just Web Search Anymore
The prevalence of smart phone apps further fragments the search data and complicates mobile keyword research. Think of all the maps, restaurant finders and local service directory apps that make searching within a specific niche easier. They also de-centralize all of the search data because it’s flowing through thousands of apps instead of a small handful of mobile search engines.
Recent acquisitions by Apple and the major search engines imply that they are focusing more heavily on aggregating, mining and controlling search data and targeted ads across their devices and networks. This can only mean that more tools are coming that will make the valuable search data available to advertisers.
Mine Your Own Data
Google Analytics Mobile Segment
Finally, there’s one more place to turn when 3rd party keyword tools fail to paint an accurate or complete picture of the keyword landscape.
Your own site’s analytics or log data can be segmented by browser version or user agent to evaluate the keywords that are already driving traffic and conversions to your site from mobile searches.
Use these reports to find seed keywords to plug into your favorite keyword research tool to expand the list of keywords to target in your mobile AdWords campaigns.
An Imperfect Science
As we’ve discovered, keyword research for mobile PPC campaigns is not an exact science like its desktop cousin.
But with a little creativity and a few other tools, it is possible to generate relevant keywords to effectively and efficiently target mobile search users.
Ready for More?
Of course you are. Jump ahead to ad text best practices for mobile click-to-call ads.
{ 2 comments… read them below or add one }
Great post, Andrew! Would love to talk more with you offline about this subject. Bringing paid search together with the most common use case of phones (calling) is exactly where mobile marketing is heading. Advertisers looking to expand their marketing efforts to the mobile channel should always consider including unique tracking phone numbers in their direct marketing campaigns. What better time to do it now that the technology exists to track each phone call directly to the keyword that drove the traffic. Advertisers can also benefit from using the same call tracking technology in conjunction with their affiliate programs to further broaden their reach while lowering their acquisition costs.
Thanks for the comment, Gretchen. Would love to talk more about this with you.
There are so many uses for call tracking and so few people doing it well that I wanted to help bridge the gap between those with the knowledge (vendors, progressive marketers) and those without (everybody else).