by JCDunn
26. March 2010 09:22
While at the CTIA conference in Vegas this week, Google’s director of mobile advertising shared that 1/3 of all Google searches via mobile are related to local intent.
Not exactly a bombshell, but definitely validating the notion that mobile activity is tightly tied to the user’s context – where they are and what they’re doing. It’s not hard to imagine a big chunk of mobile searches addressing queries like finding the nearest restaurant, bar, store, hospital, train/subway station and so on.
I made the point in my previous mobile post that brands need to figure out how to engage consumers at points of want and need. Mobile search is certainly one way to address that if you’re in any sort of business with location assets – retail, hospitality, QSR, travel, entertainment, automotive, etc...
At DC, we’ve used mobile search in client campaigns to great success. Click through rates and post-click conversions are high and the reachable audience is only growing. AdMob, Google’s mobile ad network, reported today that year over year Smartphone traffic has grown by 193% across their network.
We’ll have more on mobile search in coming posts but it’s worth noting two important distinctions between mobile and web search:
- There are new targeting dimensions to account for when choosing keyword groups and there’s both and art and a science to that process;
- You have to consider how to best drive conversion in a mobile-friendly way acknowledging that the familiar click to web is just one.
And what about the other 2/3rds of mobile searches? A big chunk are probably settling bar bets and avoiding the shared browsing and search history of your desktop :)
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