Conducting keyword research for mobile users is very different from typical keyword search. This seems fairly conspicuous when you stop to think about how you use your cell phone compared to how you use your laptop or desktop to search. When you are at home, you take the time to research a product or service that you need or want. If you want a game, you might go to a few websites and try to figure out what games you might enjoy the most are. You will likely be spending more money on the game because your computer or gaming console of choice allows for better graphics, interactivity, etc. However, if you are searching for a game on your phone, odds are you are not attempting to manipulate that tiny screen to develop a case for spending 90 bucks on a wii fit. It is much more likely that you are stuck waiting at the dmv, airport, or on a road trip, and you want a game to help pass the time. Odds are you will probably spend much less time searching for a game, as well. Any game that looks fun will do, so the key in this situation is to be at the top of whatever search mechanism you are using and to provide a quick to decipher list of options such as a ‘most popular games’ or ‘top selling games’ list so that users can quickly ascertain which games would likely entertain them during their wait. From this example, you can already see that there are several factors that come into play when doing mobile-specific keyword research. Let’s break them down:
The first thing you should consider is whether or not mobile marketing is right for your product. According to Bryson Meniur, mobile searches typically break down in 3 major categories:
query intent — percent of queries
informational — 12%
navigational — 73%
transactional — 15%
In contrast, navigational queries are the minority of computer-based searches, while information queries are the majority according to the same article. This would indicate that users are conducting actionable searches when using their cell phone. According to a study by Maryam Kamvar and Shumeet Baluja, users take an average of 39.4 seconds to type in mobile queries, and the queries are suprisingly long and detailed considering the typical 9 keys used to type them. Users want to make sure that their query delivers the results they are looking for. Trusted sites, name brands, or mobile specific sites are likely to be more successful. It also indicates that mobile users have a goal in mind when they conduct queries, and the cell phone is used as a resource to obtain that goal.
Once you have determined that you want to engage in mobile marketing, you must now get a better understanding of your customer, the mobile phone user. As discussed, mobile phone users interact with their phone differently than a researcher casually browsing on their laptop. These users are typically on the go and want their information now! Of course, there is no better source for how the mobile phone user interacts with paid search than Google. As Stephen Wellman so elegantly summarized, Google user experience experts determined that mobile users can be broken down into three behavior groups:
A. “Repetitive now”
B. “Bored now”
C. “Urgent now”
The “repetitive now” user is someone checking for the same piece of information over and over again, like checking the same stock quotes or weather. Google uses cookies to help cater to mobile users who check and recheck the same data points.
The “bored now” are users who have time on their hands. People on trains or waiting in airports or sitting in cafes. Mobile users in this behavior group look a lot more like casual Web surfers, but mobile phones don’t offer the robust user input of a desktop, so the applications have to be tailored.
The “urgent now” is a request to find something specific fast, like the location of a bakery or directions to the airport. Since a lot of these questions are location-aware, Google tries to build location into the mobile versions of these queries.
You must take into account which category your customer falls into. For example, a restaurant would likely fall into the ‘urgent now’ category because mobile users will search for a place to eat while they are out and about. By using this information, you can get a better idea of how customers will search for your phone.
Another factor to consider is that there are several different search-type applications provided by several different cell phone services compared to 3 major search engines on your laptop or desktop (google, yahoo, msn). Obviously, most cell phones users with a data plan will have access to a search engine, but cell phone providers have unique offerings which are not usually compatible with other providers. Keyword researchers should take into account what applications these customers will be searching on. For example, reaching customers using the largest cell phone provider, Verizon, might require getting on their ‘get it now’ search feature for games, ringtones, and applications. However, a more lucrative customer might be available on the 2nd largest cell phone provider, AT&T, as they have a surge of users with the extremely functional iPhone. The iPhone has catapulted the mobile search and application industry in it’s own right.
Once you have conducted background research, you are now ready to begin developing your keyword list. Until recently, this was largely a manual process, because, as our research above indicates, mobile users utilize search much differently than computer-based searchers. Fortunately, mobile search lept forward when Google unveiled their keyword research tool for Adwords’ customers last month. This easy to use feature is the only keyword research tool geared toward cell phone users and will make mobile marketers’ lives considerably easier. Once a basic keyword list is compiled, enter your keywords into Google’s mobile keyword research tool and Adwords will provide an expanded list specific to your mobile marketing needs. Thank you Kim Dushinski for compiling the below step by step list on how to use this new feature:
1) Go into Campaign Summary.
2) Choose an ad campaign with a mobile ad. (This is a critical step.)
3) Open the mobile ad.
4) Click on the Keyword tab.
5) Choose the Ad Keywords + sign
6) Then select Add Keywords using the Keyword Tool
7) You will see “Results are tailored to mobile searches”
With these helpful hints, I hope users will be able to develop superior mobile marketing campaigns!
