|
 |
Mobile Search Marketing
Google Adwords for Mobile PPC Search Advertising - Part I
 After search has become a critical application on the PC it also becomes increasingly important for businesses and corporations seeking to generate sales and leads from mobile search marketing and advertising. Today, mobile phone and PDA users have two search options: SMS or browser-based search. SMS is typically used for looking up quick information such as stock quotes, weather and sports scores, while browser-based searches are typically conducted when more detailed information is required such as checking out a local restaurant with user reviews and ratings.
Nielsen Mobile, a telecom and mobile media marketing research outfit, estimates that at least 50 million US mobile subscribers have used their mobile phone for searches. But mobile search is only a small part of the bigger mobile advertising market that is comprised of text messaging (SMS), mobile Web (WAP), downloadable applications and mobile video.
Text Messaging (SMS) - SMS is currently the dominant mobile service available to virtually all mobile phone users. This “on-deck” service does not provide access to Web browsing. The simplicity and compatibility of SMS texting is likely to ensure its long-term appeal in the same way text-based email has remained viable. Typical advertiser applications that are offered through SMS are banner display ads and text ads. Text messaging may not dominate mobile advertising for long though, as mobile users upgrade to more sophisticated phones.
Mobile Web (WAP) - Mobile Web is usually available to mobile phone users with unlimited data plans. About 50 percent of all mobile phones are currently enabled for mobile Web technology, which is required to perform searches through a Web browser. Advertising opportunities are banner display ads on mobile Web sites and search text ads (e.g. Yahoo and Google).
Downloadable Applications - Applications or widgets that phone users download to their phone and then reside in the phone to operate as an added function, can contain branded advertising.
Mobile Video - Video delivered over a mobile network to the video player embedded in most phones can carry advertising. Opportunities for advertisers for mobile video come in the form of pre-roll, mid-roll or post-roll commercials.
Mobile Search Advertising
Mobile search advertising allows businesses and online marketers to target and reach consumers who are looking for their products and services through a mobile device such as an iPhone, PDA or mobile phone while they are on the go.
Yahoo has a leading position in overall mobile Web advertising, while Google is the leading provider in mobile search. At least 61 percent of mobile Web searchers use Google for search, ahead of Yahoo, which can claim 18 percent of mobile Web searches.
The potential of the mobile platform is enormous, as the overall population of Internet users using mobile devices will far exceed that of PC-based Internet users in the near future. This means that the stakes are high for both mobile carriers and providers of search and other mobile services.
Most phones are designed to work with a specific carrier’s network. Mobile phones with a set of “on-deck” services, a variety of options users see when they turn on the phone. These typically include basic content, shopping and directory services, arranged in a way that allows for quick access without typing in a URL to get to the content or service. Mobile carriers have used this strategy of walled gardened closed) content and services for years to bring in incremental revenue.
Google Mobile Carrier Partnerships
Due to changes in user behavior and the introduction of new technologies, such as the iPhone, mobile carriers are forced to open up their networks to services accessible to all subscribers through Web browsing. As a result, various mobile carriers have established revenue sharing partnerships with Google and Yahoo for SMS and Web-based search services.
Google now acts as Sprint’s default mobile search provider. In this case Google local search and Google Maps Mobile are accessible directly through the Sprint service. Earlier this year, Google and Nokia announced a search partnership, under which the former company integrated its search engine with the Nokia search application starting with the high-end mobile phone models.
In an anticipated search deal with Google, Verizon Wireless will boost its local search services. When this deal goes through, as is expected, it will establish Google as the default mobile search engine for organic and PPC paid search on all Verizon mobile devices in exchange for a share of ad revenue. This deal could accelerate the mobile advertising market and make mobile PPC search advertising more attractive to advertisers. Verizon Wireless subscribers comprise about 26 percent of the active mobile search market. The Verizon Wireless deal alone would give Google about 25 percent of the US mobile carrier search market, according to Nielsen Mobile.
Advertiser Benefits
There are a variety of benefits for advertisers who want to get involved with mobile search advertising through the Google Adwords ad network.
 |
 |
Early adopter advantage - Early adopters of mobile search have an advantage over their competition, reaping the benefits from low cost-per-click prices, early experiences and testing and data gathering. |
|
|
Extended PPC paid reach - While mobile advertising is still a new medium, the expanded reach of mobile search through the Google mobile carrier deal with Verizon and other partnership deals, along with the explosive growth of mobile phone search users, offer a great advertising opportunity for those looking to increase brand awareness, online sales and leads. |
|
|
Local search - Mobile search offers great benefits to those who are looking to promote local offline products and services through pay-per-click and pay-per-call search advertising, because an estimated 10 to 15 percent of mobile searches are local searches. |
|
In our next issue we will focus on the specifics of the Google Adwords Mobile ad network. |
|
| |
| |
| |
 |
|
 |
|
 |
|
|
Speaking Engagements
128 Business EXPO
Westin Waltham-Boston Hotel, Waltham, MA
September 12th, 2008, 1:30 pm
“Using Social Media to Connect with Prospects and Customers”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Strictly Business EXPO
Christina’s, Foxboro, MA
October 16th, 2008, 4:00 pm
“Social Media for Business”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
WebMasterWorld - PubCon
Las Vegas Convention Center, Las Vegas, NV
November 12th, 2008, 2:50 - 4:05 pm
“Word of Mouth Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Past Presentations
495/MetroWest Business Expo
Sheraton Framingham Hotel
Pre-Expo Keynote Presentation
“A Strategic Approach to Integrated Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
Bentley College, 2008 - Waltham, MA
“Planning and Integrating a Targeted Internet Marketing Campaign”
Click here to play the video.
WebmasterWorld Pubcon 2007 - Las Vegas, NV
“Planning and Integrating a Word of Mouth Marketing (WOMM) Campaign”
Click here to play the video.
BizAction 2007 - Washington DC
"Email, Social Media and Search in the Overall Marketing Mix"
Click here to play the audio.
128 Business Expo 2007
"Blogging and Podcasting For Business"
Click here to play the video.
495/Metrowest Business Expo
Pre-Expo Keynote
"The Rise of the Internet as a Mass Advertising Medium"
Click here to play the video.
|
|
|
|
|
|
|
 |
|
|
If you would like more information on Internet Marketing, Consulting, Search Engine Marketing, Social Media Marketing and Email Marketing, please
click here.
|
|
|
|
|
|
|
|
 |
|
| |
|
|
| |
|
|
|
Copyright © 1996-2008. Advanced Media Productions, Inc.
Advanced Media Productions, Inc.
251 West Central St., Suite 28, Natick, Massachusetts 01760, USA
Tel: 508-647-5151 Fax: 508-647-5150
E-mail: info@advmediaproductions.com
|
|
|
|
|
|
