Optimizing Paid Search Campaigns for the ‘Third Device’
Tablets have bigger screens than smartphones. Tablet traffic should therefore be driven to desktop — not mobile — landing pages, where users have more room to browse.
A different device means different copy optimization opportunities. Once tablets are separated into distinct search campaigns, copy and links can be geared specifically to tablet users — e.g., “purchase now from your tablet” or “buy an accessory for your tablet.”
As the device landscape becomes increasingly fragmented, performance marketers must capitalize on every little opportunity to optimize advertising by device. Brands that tailor advertising to support tablets will achieve a first-mover advantage as tablets increase in popularity. This advantage comes in the form of data — e.g., nuances in how your customers use different devices — which reveal opportunities to engage consumers in more effective and efficient ways.
Have you noticed ways that your customers interact with tablets differently than smartphones or PCs? If so, please leave a comment below.