Mobile Keyword Research Strategy

How to conduct a Keyword Research for Mobile Website

Mobile phones are no more a luxurious affair. They have become an integral part of our life. People in the earlier stages used it as a medium of communication and they still do it but with the advancement of technical enhanced features they provide a plethora of opportunities.

Interacting with friends through chat options, checking emails, socializing through networks were some of the features till 2009. In the last 3 years, there has been a significant surge in the sale of smartphones. In fact, the number of searched from mobile devices has gone up 5 fold times in the period 2009-2012.

Thus there is a need for optimization of mobile based website.  Like optimization of website, mobile based website starts with keyword research. Now, you have a tool too to check out the web traffic statistics. If you are running a Google Adwords campaign then follow the steps.

1) Go into Campaign Summary.

2) Choose an ad campaign with a mobile ad. (This is a critical step.)

3) Open the mobile ad.

4) Click on the Keyword tab.

5) Choose the Ad Keywords + sign

6) Then select Add Keywords using the Keyword Tool

7) You will see “Results are tailored to mobile searches“

Now you have the power to leverage mobile-specific keyword insight for optimization when you have content that is likely to have the opportunity to be consumed via mobile devices as well. 

Filtering options available for mobile: 

• All Mobile Devices, 

• Mobile WAP Devices, 

• Mobile Devices with Full Internet Browsers.  

Desktop, Laptop Searches vs. Mobile Searches

You need to understand the behavior of search conducted through mobile devices. The intent and motivation are the two critical factors. In our day to day activity, we tend to focus more on email, updates through twitter or Facebook or a chat with friends or colleagues. How many times have you ever bought a product directly from mobile device? Chances are less. The community as a whole seeks information through mobile devices and gets hooked on to their desktop or laptop or tablet for deciding on the final option and then goes for the ultimate action (Purchase – Conversion).

The scenario changes when it’s a subscription to a newsletter, filling up of a contact form or general surfing. The exit rate is low and conversions are higher. Even a Click-To-Call option works well.

To optimize well for mobile based website, here is a checklist

1. Do you have a mobile based website?

2. If yes, does it perform well in the generic available browser?

3. Which device medium is expected to generate traffic?

4. Target Audience

5. Target Location

6. Goal of your website

7. Identifying the key pages

8. Optimizing the landing page

Once you are done with the checklist you are almost through. You need to analyze the traffic initially Day-to-Day, Week on Week and then Month on Month. The statistics that you should be looking forward to are:

1. Percentage of Traffic through different medium

2. Percentage of Mobile based traffic (Device/Platform)

3. Country and City wise traffic – Mobile

4. Entrance, Exit rate

5. Bounce Rate (Average/Pagewise)

6. Average Pageviews

You can estimate the importance of traffic based on these factors. 

A statement which provides a lot of insight - 

http://googlemobileads.blogspot.in/2011/01/keyword-tool-helps-you-go-mobile.html

Tuesday, January 11, 2011 | 12:09 PM

Mobile Statistics in the Keyword Tool

The Keyword Tool now helps you build a better keyword list to target mobile users. Under "Advanced options," you can now search for keywords for devices with mobile WAP browsers, mobile devices with full Internet browsers (think iPhone and Android phones), or all mobile devices (sum of devices with WAP browsers and devices with Internet browsers).

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How to use AdWords Express

AdWords or AdWords Express which one to go for?

Most of the people know about Google AdWords but very few have heard or used AdWords Express.

What is AdWords Express?

In short is useful in managing local business within some specific radius (Distance in Miles).

Try and understand this point in specific

“ With AdWords Express, you can help these customers find your local business by advertising on Google and Google Maps (including mobile devices) and attract more visitors to your website, Place Page or Google+ Page.”

With Google AdWords you have the option of advertising in Google Search , Search Partners, Display Advertising and Mobile Advertising.

According to Google:

Businesses that are a good fit for AdWords Express:

• Local service providers, such as home or auto repair, physicians, salons
• Local restaurants, cafes, eateries
• Local retail stores, boutiques, markets
• Local hotels, inns, apartment buildings

Note for AdWords advertisers

Any advertiser already publishing ads on Google AdWords need not use AdWords Express as they are already having the Ad Extension feature integrated into the tabs section under Campaign. Use Local and/or Call Extension for the same purpose.

Where AdWords Express is available?


AdWords Express is currently available in the United States, Great Britain, Germany, and France.


It is currently available on a trial basis in some cities in Canada, The Netherlands, Spain, Japan, Australia, and New Zealand.

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How to improve Call To Action

Understanding Calls to Action

Many people in the industry use the Term Calls to Action without actually implementing the same. Calls To Action (CTA) is a term that defines an action that would induce a rationale visitor to follow what you want. Any online marketing activities would aim at the following steps

·         Traffic – Get traffic to your website

·         Retention – Make them understand your value proposition

·         Conversion – Convert them into your customer

·         Acquisition – Make them your repeat customers.

It is believed that (percentage %) of Repeat Customers can do wonder for your business.  How? They are your tools for Viral Marketing. They would indulge in Word of Mouth Marketing which is priceless. Companies invest huge amount of funds into Social Media Marketing nowadays for the same purpose which can be attained to some extent through your repeat customers.

Search Engine Marketing involves:

• Contextual / Audience Buying based on the factors which determine how you get them.
•  Location – Geo Targeting
• Age Group – Determine your way of marketing
• Gender – Buying Decisions
• Audience Behavior - Related some to Age Group and Designations

How do Calls To Action help in Conversion?

As discussed earlier, CTA is a critical tool for conversion.  It can me a Button, a message, an Image, an action like filling up of a form, subscribing to a newsletter, downloading  a document  or simply a mouse over function.

• To increase conversion through any of these means you should have a clear understanding of your GOALS. 
• Remembers there’s a huge difference between a LEAD and a CONVERSION. Every conversion is a lead but not every lead is a conversion. CTA plays an important role in Lead to Conversion.
• Position your action item such that a rationale visitor is induced to follow your action item. Through several cases studies it can be ascertained that Action Items if posted on the right side results in more conversions compared to the left side. 
• Case Study of Picassa from Google can be a great information center for implementation of Call To Action.
• Share your experiences with me.

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Adwords Tips on Quality Score

It’s been a long time that I could actually post some nice information for the newbies in the Digital Marketing world. Almost every day I get emails from people asking me questions related to SEO, SEM and Analytics.

Thus this post goes out to people who are working in Google Adwords. I hope this information will help them in their endeavor to maintain campaigns for their company or for their personal website.

Question 1

How do I lower max cpc for any keyword?

Ans: Very important and very relevant for campaign managers. This is something which most of the people working in the industry look around the web for tips and tricks.

My Suggestions:

Max CPC depends on Estimate Top Page Bid and Estimate First Page Bid. Now, Estimate Top Page Bid and Estimate First Page Bid depend on the Quality Score.

The Quality Score Matrix is simple to understand but complex in implementation. Overall idea of Quality Score Formula:

1. Historical Click Through Rate(CTR) of the keyword in Google (As per their data)
2. Historical CTR of all ads and Keywords in the Account (New accounts tend to get lower CTR)
3. Historical CTR of Display URL’s (you can check with Multi Variate Testing)
4. Quality of the Landing Page (is very important)
5. Relevance of the keyword to the ads. (*)
6. Relevance of the Ad and the Keyword to the Search Query. (Trim down with negative keywords)
7. Performance of your account in the targeted region. (Certain areas fetch better results)
8.  Other factors (this will come with experience)

Note that the CTR criteria for campaign managers are based on:

1.  Keyword Level
2. Ad Group Level
3. Campaign Level and
4. Account Level

The below example of how Ad Rank works will help you understand where to work to get better results.

User  à Search Query

Google àCheck the keyword against Match Type

Google àIgnores (Not Eligible or Disapproved Ads)

Google àCalculates Ad position based on Quality Score and Bid Amount

Google àShows ads on the SERP (Top Section/ Other Section)

Let me know your thoughts on this.

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