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Mobile paid versus web-paid

The following is a look at the differences between mobile paid searches, and web paid searches. They are different, and should not be regarded as the same.

First, there is less competition within mobile search. The keywords are more specific, and there is less competition as of now, so you often get more bang for your buck with mobile paid over web paid. This is an important distinction to make because it allows you to use your resources more effectively.

There are fewer ads per page across both feature phones and smart phones. When you have a webpage, or a web search, you are going to see that there is an inundation of advertisements. You will see several across the top banner, side banners, pop up ads, and more. With mobile marketing you have less space, so fewer ads, and this means that the ads you do have, often have more relevance and impact.

It offers varied calls to action and user experiences. Both web paid and mobile paid will offer varied calls to action, but the mobile paid searches are often more engaging because mobile devices are more personal.

Shorter search queries means greater demand for relevancy and understanding intent. When paying for web searches you often pay for a greater amount of queries and a broader scope. With mobile paid, you are using more distinct keywords, and specific options. In other words, on the web if your business comes up with an indirect search then it is fine, but on mobile, there will be no click throughs, you want to be as relevant and specific as possible because load times take longer, etc.

Greater immediacy with consumer's needs. Mobile paid needs to focus on the fact that there is greater urgency for answers that are specific to the query. People search with mobile devices when they are on the move and want an answer right away. If they want to know movie times, they want to know them locally and for that day. Thus, paying for mobile search should be done with geolocation, and local intent, as well as with the mindset being filling consumer needs right away.

Marketers have to get their point across faster. Mobile search is faster paced. The queries are shorter, the desire for answers, direct answers, is more important, and people do not want slow loading pages, or indirect information. They want clear, concise, and easy to access. They want functions like click-to-call, eliminating steps in achieving their goals, etc. Basically it is web paid search in a faster pace, with a different slant.

Do not make the mistake of grouping paid search together. The key words should be different. The landing pages should be different, and the way you go about paid search on mobile and web will vary. For best results, keep those distinctions mentioned above.

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