The role that mobile devices play in consumers’ everyday decision making process is unequivocal, however the media industry has yet to crack the nut of understanding how best to engage with consumers on them. After all, according to the IAB, only 42 per cent of businesses are currently using smartphones to reach their audiences.
This week, to mark the return of Advertising Week Europe, we launched our ‘Bing Ads UK Mobile Insights Report’. It reveals that mobile is by far the device of choice during consumer down time, with one in two searches over the weekend now made from smartphones or tablets.
At Microsoft, we think of mobile not as a singular device but as the mobility of experiences through products across devices and platforms, such as Cortana, to ensure consistency in a consumer’s experience. Therefore, when brands are looking to make the most of mobile, we have four search musts:
1. Invest in the mobile experience with specific copy and optimised pages to recognise user context
2. Tailor campaigns to audience paying close attention to search behaviour and queries
3. Where relevant, use extensions to drive engagement such as sitelinks and call extensions
4. Stay on top. Optimise bids to stay in the top two page positions – 75 per cent of smartphone clicks are from the top page position
Mascha Driessen, Western Europe ad sales director at Bing Ads