Advertisers should consider creating search campaigns by device, according to a new guide to mobile search from marketing firm Efficient Frontier. The guide, The Impact of Mobile Internet on Search, which is free to download from Efficient Frontier’s website.

The guide examines the difference in consumer search behaviour on mobile, compared to searches on computers, and advises brands on how to incorporate this insight into their search campaigns.

Although mobile search is still a small percentage of search campaigns, this is – finally, and after many false starts – about to change, according to Charlotte Rogers, client services director at Efficient Frontier UK and author of the guide. She says: “Every year for the past three years or so, mobile content providers have predicted that this is the year of mobile,” says Rogers. “Realistically, there are two factors that will contribute to a significant increase in consumer mobile internet use: speed and usability. These are finally getting to the point of mass mobile internet adoption, and so, mass adoption of mobile search.”

But the success of a mobile search campaign relies on a different approach by brands, says Rogers: “When on the move, consumers don’t want to browse, they want to find. Searches are more specific, more action based, and more localised: ‘Find cinema in W1’, rather than ‘Read film reviews for new releases’” she explains. 

The guide gives advice to brands on how to plan, test and implement a mobile search campaign, covering:

• How to set clear goals and objectives, based on an understanding of consumer behaviour on mobile.
• Creating separate mobile search campaigns that are action-based, personalised and localised (including links to maps); and that appear in the top two or three searches (with no mouse, mobile users are less likely to scroll down further than this).
• Creating mobile-specific campaigns for mobile devices, with simpler navigation, shorter search results and specific landing pages.
• Customising and shorten advertising messages for mobile, that reflect mobile intent (find, not browse).
• Considering the integration of geo-location technologies to search campaigns.
• Testing campaigns thoroughly, even if it’s tempting not to do so.
• Bidding appropriately by forecasting keyword performance.

You can download a copy of the mobile guide here.