By now, you may have already put Super Bowl XLVI in the history books. But let’s remember: this was the first to occur in the post-PC mobile era. (It was supposed to feature my Green Bay Packers, but that’s another story.) This was Mobile Super Bowl I: a record TV audience. Half with a smartphone. All watching brands spend $116,000 per second to reach them. During the game, mobile consumers stepped up, delivering record mobile search, social, and video activity. Yet most advertisers looked unprepared, seemingly without a mobile game plan. Many enabled Shazam users to tag commercials, but only a few ads targeted or even recognized mobile consumers. Every advertiser had the same prime-time opportunities to connect with mobile consumers. Brands that did won big, during and after the game. Here are seven most missed out on: Converting Viewers Into ‘Doers’ Mobile users are action-oriented. Altimeter reported after the game that 32% of Super Bowl ads lacked a URL, and … [Read more...] about 7 Key Mistakes That Cost Advertisers ‘Mobile Super Bowl I’
Mobile homes how to buy
Search engine optimization is a neverending quest for better content – and the more, the better. When approaching a site build, there’s often a tug of war between SEOs and site designers over what the page should say. Designers favor a “don’t make me think” approach, giving their users visuals and navigation but holding back on copy. SEOs, of course, are always pushing for more content, mindful of the search engines’ appetite for a page that focuses on keywords. This debate gets interesting when applied to mobile websites. On the desktop, the question of how much copy is too much can feel very subjective: SEOs push, and designers push back. In the mobile space, the designers have a stronger point to make: that 21-inch monitor is gone, replaced by a 4-inch screen with tiny fonts. The need for brevity becomes more significant, and hard to argue against. So how do we solve for this? How do we reconcile the need for brevity with the need for keyword-rich … [Read more...] about The Mobile Content Dilemma: Brevity Vs. Optimization
No, you’re not seeing double from last week. I wanted to extend the theme Bryson initiated in his column last week, titled “Why Mobile-Friendly is Not Mobile SEO,” in response to Google’s recent change in its position towards mobile content. I agree with his interpretation: you’re not going to drift into #1 in mobile search by settling for “mobile friendly.” But I think we need to expand the definition of what “mobile-friendly” means. So I inverted the title a little bit. I agree 100% with the premise – “mobile-friendly” and “mobile seo” are distinct activities, outcomes, and objectives. Launching a “mobile-friendly” site does not ensure that it is “mobile search optimized.” It should. The strongest mobile sites feature both as requirements from the start – most do not. The main reasons I see, are complexity and money: Mobile search is just one of many smartphone channels … [Read more...] about Why Mobile SEO Is Mobile-Friendly
While mobile ad spending is expected to increase by 50 percent, desktop advertising budgets driven by PPM, PPC and CTR are still often used to plan and measure mobile ad success. While those metrics are not entirely obsolete, mobile search should be analyzed with methods that take advantage of its strengths. One of those mobile metrics is calls. Click-to-call and call extensions make generating calls to SMBs a seamless one-touch action driven by mobile ads — unlike the much more deliberate and separate function of moving from desktop screen to dialing a phone number. As a result, analysts expect a sizable boost in call volumes to local businesses. Mobile search in particular will eclipse other sources and drive 65 billion calls to businesses by 2016, a volume that will grow at a 43 percent compound annual growth rate. Credit: DialogTech, “The Click-To-Call Playbook For Paid Search” The lift in call leads from mobile search is good news to SMBs, as calls are the most … [Read more...] about 6 Strategies To Help Drive Mobile Calls
We’re at a turning point in mobile paid search. The fact is, most paid search practitioners were trained in a desktop-first world, but many are now spending nearly half (or more) of their budgets on mobile search. As it often does, consumer behavior has outpaced marketer reaction, so we’re left with a situation in which yesterday’s thinking is largely being applied to today’s challenges. Mobile is the biggest change in paid search since its inception, and thus we have to push the discussion forward in order to truly unlock the potential of this channel. Those who are quick to adapt and evolve will reap the benefits in this “bubble” until the rest of us catch up. But what will the next evolution of mobile paid search marketing look like? Once thing we know is that very soon, nearly every search user will also be a mobile search user. As we look to relevant examples of how other digital channels have evolved — including the early days of SEM, … [Read more...] about Are You Ready For Mobile Paid Search v2.0?