Consumers are increasingly performing online search on their smartphones. Instead of replacing old PCs, consumers are purchasing tablets. New technologies like SIRI are already starting to fundamentally change the language of consumer search to be more natural and conversational, something search marketers must make sure they’re catering to. Brands should take advantage of testing mobile search now while it’s still cheap and less crowded than traditional desktop search. Test and learn on the cheap, while you still can. While major brands like Google, Apple and Microsoft have the capability to capture cross-screen attribution (the ability to track consumer actions taken...
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Optimizing Paid Search Campaigns for the ‘Third Device’
July 28, 2011
From Craig Greenfield
It’s time to think of tablets as a distinct “third device” and devise performance marketing strategies to engage tablet users. Advertisers must take advantage of the ability now offered in AdWords to target smartphones and tablets separately.