Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: https://read.dmtmag.com/i/342809
22 O U T D O O R P O W E R E Q U I P M E N T www.outdoorpower equipment.com FEATURE STORY By Heather Blessington Q uick question: Would you rather lose your smart- phone or your wallet? According to a recent survey from the experts at www.pcworld.com, a staggering 40 percent of respondents would rather lose their wallet — not too surprising when you consider consumers spend more than 15 hours per week on mobile research, according to the Google/Nielson Mobile Path to Purchase study conducted in November 2013. Time to use smartphones to your advantage! Mobile now accounts for 32 percent of paid search clicks and 25 percent of all pay-per-click (PPC) ad spend 1 , which translates into sales opportunities for your dealership. Read on to learn how to jump- start your mobile PPC strategy. Mobile shoppers are on the go and ready to buy. According to the Mobile Path to Purchase study, 55 percent of consumers using mobile want to purchase within the hour and a whopping 85 percent want to purchase within a day. Additionally, those shoppers want to find the closest option — 69 percent of consumers expect businesses to be within five miles of their location. Before you start your first mobile-optimized campaign, make sure your website is optimized for the unique needs of these mobile shoppers. You need to either have a mobile website or a responsive website, which automatically scales to the specific dimensions of a site visitor's device. To verify your website's mobile functionality, test it on various devices and operating systems, including iPhone and Android. In addition, you need to make it easy for mobile shoppers to find you! Be sure your phone number and address are easy to find and clickable, so mobile shoppers can call you or map your location with their Google Maps or other GPS app with just a single click. Segmentation is key. Because mobile shoppers are much closer to the sale than the typical desktop shopper, it is important to segment your AdWords campaigns specifically for mobile users; not only will this allow you to target your ad message to entice on- the-go shoppers, but it will also allow you to accurately measure the results of your mobile campaigns. Segmentation starts with the right mobile keywords. It's important that you don't just re-use keywords from your desktop campaigns. Some will work, but many may not. Mobile users typically enter fewer keywords when they search. The most successful mobile campaigns use broad matching and more general keywords to capture relevant traffic. To help you select new, mobile-specific keywords, you can use the advanced features on the Google Keyword Planner. Load the tool at http:// bit.ly/1hRPIZ3 and click on "Devices: Desktop and Laptop" to filter down to see keyword results just for mobile devices with full browsers. Mobile AdWords setup specifications. If you haven't read last month's "Google AdWords Quick-start Guide," grab your June 2014 issue of OPE or head over to www.outdoorpowerequipment. com for a primer on AdWords campaign setup. You'll need to know the basics to set up your mobile ad, following these steps: 1. Log in to your AdWords account. 2. Create a new "Search Network" campaign. 3. Under the "Devices" heading, select "Let Me Choose." 4. Select "Mobile devices with full browsers." 5. Under "Ad extensions," select "Location extensions 2 " and Use paid search to target mobile shoppers Image above ©istockphoto.com/ekinyalgin