It is almost hard to comprehend how fast mobile Internet usage is growing. According to Google, more smartphones were sold last year than PCs. It’s predicted that 50% of Americans will have a smartphone by the end of the year and that there will be 10 billion mobile Internet devices in 2012, up from the 2 billion that are activated today. A child is more likely to own a cell phone than a book!
How is that going to impact the car buying experience and your online strategy? With 51% of mobile car shoppers using search engines to research their next vehicle purchase, it’s extremely important that your dealership has a well-optimized mobile site and a well thought-out mobile marketing strategy. One tactic your dealership may want to consider is using Google Mobile Ads to target mobile web users with pay per click (PPC) ads.
In addition to the regular PPC ads that you’re running (which can be viewed by mobile users on full-browser devices), you can use the Google Mobile Ads to target mobile phone customers who don’t have full-browsers on their smartphones. Google has reported that advertisers using a mobile-only AdWords campaign, designed to target mobile customers who don’t have full-browser devices, can increase click-through rates by 11.5%.
Mobile Ads also allow you to have a separate keyword list than your normal AdWords campaigns, so you can tailor your keyword lists to the shorter keywords this type of mobile web searchers tend to use. Remember that if you’re going to run mobile ads on Google, you have to use a mobile website landing page—it’s not just a best practice, it’s a requirement.
Has anyone adopted any mobile strategies that they’ve found to be particularly effective or any that have proven not to be?