Sixty-five percent of searches start on mobile devices, which means marketers must heavily consider the device consumers are searching on when planning their digital marketing initiatives, says Margaret Lawrence, chief of staff for Google’s small and medium sales organization for the Americas.
In years gone by, one 30 second spot on “The Cosby Show” could reach almost all American households. “Today, there are more screens, and audiences are more fragmented,” said Chris Morgan, head of channel managed agencies for Google, who spoke with Lawrence at the recent NEMOA conference in Boston. “It’s not enough to be there, you need to make sure your messages are relevant to consumers.”
One-third of conversions occur on a non-branded keyword, noted Lawrence. For example, if you’re locked out of your house, you’re not going to pull out your laptop. You’re going to be looking for locksmiths on your phone.
Digital campaign conversions can be looked at in a number of ways, and correctly knowing your customers path to purchase will help you attribute sales to the right touch or action.
Lawrence and Morgan offered several factors to consider:
1. Look at what you base your keyword bidding strategy on and see if its based solely on last-click conversions.
2. Ask yourself how much value you assign to the first click on a customer journey.
3. Calculate the value of a phone call or store visit and check to see if you’re attributing any of it to your online efforts.
4. Ask your team if they’re testing automated bid strategies.