Mobile Search TrendsAustralia

OverviewThe mobile market will become a fundamental part of a paid search strategy in 2011.

Growth in mobile search across virtually every market sector will absolutely increase due to Smartphone popularity and mobile web accessibility.

How are you interacting with the mobile audience and defining this strategy?

Keyword Traffic Variations – Car Insurance

Advantages: Mobile competition is around half that seen on desktop, CPC cost is cheaper, this is a fast growing audience with an array of targeting methods through Paid Search.

• Between March 10 – Jan 11, searches for car insurance on mobile has grown by 70%.• The average CPC on mobile is $10.12• According to Google, only 45% of market competitors are bidding on ‘car insurance’.

Mobile Searches

• Between March 10 – Jan 11, searches for car insurance on desktop/laptop has not seen notable growth.• The average CPC on desktop is approx $11.37• According to Google, 84% of market competitors are bidding on ‘car insurance’.

Desktop / Laptop Searches

Keyword Traffic Variations – Credit Cards

Advantages: Mobile competition is vastly lower than seen on desktop, CPC cost is cheaper, this is a fast growing audience in a very competitive market, Click-to-Call extensions from USP driven creative...

• Between March 10 – Jan 11, searches for Credit Cards on mobile has grown by 63%.• The average CPC on mobile is $6.99• According to Google, only 31% of market competitors are bidding on ‘credit card’.

Mobile Searches

• Between March 10 – Jan 11, searches for Credit Cards on desktop/laptop has not seen notable growth with only seasonal trends affecting traffic increases.• The average CPC on desktop is approx $7.80• According to Google, 51% of market competitors are bidding on ‘credit card’.

Desktop / Laptop Searches

Keyword Traffic Variations – House Rental

Advantages: Mobile competition is only 45% of the desktop competition, CPC cost remains the same as desktop, this audience has seen an 87% growth! in a very competitive market.

• Between March 10 – Jan 11, searches for house rentals on mobile has grown by 87%.• The average CPC on mobile is $0.59• According to Google, only 31% of market competitors are bidding on ‘house rental’.

Mobile Searches

• Between March 10 – Jan 11, searches for house rentals on desktop/laptop has seen an 18% increase although rentals in January are a seasonal increase rather than market uplift.• The average CPC on desktop is approx $0.59• According to Google, 56% of market competitors are bidding on ‘house rental’.

Desktop / Laptop Searches

Keyword Traffic Variations – Cheap Holiday

Advantages: Mobile competition is only 45% of the desktop competition, CPC cost remains the same as desktop, this audience has seen an 80% growth! in a very competitive market with huge paid potential

• Between March 10 – Jan 11, searches for house rentals on mobile has grown by 80%.• The average CPC on mobile is $1.53• According to Google, only 48% of market competitors are bidding on ‘cheap holiday’.

Mobile Searches

• Between March 10 – Jan 11, searches for cheap holidays on desktop/laptop has seen an 18% increase although holidays in January are a seasonal increase rather than market uplift.• The average CPC on desktop is approx $1.53• According to Google, 88% of market competitors are bidding on ‘cheap holiday’.

Desktop / Laptop Searches

Target The Mobile UserSo, how do we approach this mobile audience:• Mobile Targeted Campaigns with separate budget allocations (performance measurability)• Day part targeting – Do mobile users search at different periods of the day? (budget efficiency)• Are you seeing traffic come from particular devices? Target them...

• Do you have a dedicated phone number for mobile? If not create one use it in a click to call extension, with a strong USP ad creative, a user will more thank likely want to speak to someone rather than go through to a site and find something and fill something in....

Social - Facebook• Mobile searches to Facebook have grown 70% since March 2010, How can your business capitalise on this?• Do you have a fan page that engages your social audience, do you interact with them?• Where do you use Facebook? On the way to work, in a coffee shop, walking through the city... The list goes on.• Can you interact with them on the journey, in your coffee shop or walking past your store?

Social – Facebook: Interact Entice them to check in and share what they doing at what place with who using Facebook Places: http://

www.facebook.com/places

• Checking in becomes viral, all of the users friends will see where he or she is thus increasing brand awareness.• Why are you there? Users will share with friends what they saw, heard, bought or had for lunch... naturally increasing service / product marketing virally and if its so good, they will ‘like’ you.

Social – Facebook: Enticement Once they have checked in, what is on offer to them... Introducing Facebook Deals: http://

www.facebook.com/deals

• Once checked in... What can you offer? $ off, % off, Buy 1 Get 1 Free etc...• This is an immediate attraction to the mobile audience, it will help retain that person and it will also bring in new business because friends will socialise and talk and share not just to each other but on your fan page.

Data Sources Data has been taken from Google Traffic Estimator: https://adwords.google.com/select/KeywordToolExternalTraffic measurement at mobile level is carried out using the advanced options:

About Me

• Over 5 Years Experience In Search• Hands-On & Strategic Project Management Within The Following Industries:• Retail• Travel• Finance• Sport

• Global Strategic Planning• Social / Mobile Paid Strategies & Best Practices• B2B & B2C Targeting• On Page Conversion Enhancement• Consultant & Trainer in Search

• Health & Beauty• Jewellery• Commercial Property

LinkedIn Profile:http://uk.linkedin.com/in/adrianepstein