Optimizing Paid Search Campaigns for the ‘Third Device’
Tablets are the fastest-selling consumer technology device in history. According to eMarketer, 24 million U.S. consumers will own a tablet by the end of this year. By the end of 2012, 12.8 percent of people in the U.S. will own a tablet.
As of June 1, Google AdWords began separating “tablets with full browsers” as a distinct device within AdWords reporting. Previously, tablets were grouped with all “mobile devices with full browsers” (i.e., smartphones). Thus, June gave us our first look into tablet paid search impression and click volume. Impressions and clicks were immediately high in June, showing that tablets have likely been materially contributing to Google mobile paid search share for a number of months.
For Performics’ aggregate client base, 12.1 percent of all June desktop and mobile paid search impressions came from mobile devices. Of this 12.1 percent, 14.3 percent came from tablets. Based on these numbers, tablets now compose 1.7 percent of all paid search impressions. Additionally, tablets contributed to 13.3 percent of all mobile paid search clicks. Tablet cost per clicks track at about 50 percent of PC cost per clicks. The bottom line is that consumers are now on tablets searching for your brand, and it’s not expensive to engage them.
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. At Performics, we’ve seen that tablet usage patterns resemble mobile patterns — people do most of their tablet searching in the evening. However, people use tablets differently than smartphones, which reveals opportunities to optimize your paid search campaign for the third device.
Unlike smartphones, tablets feature advanced scrolling functionality. Since tablet users can scroll with a gesture, they’re more likely to peruse search results and landing pages. This makes tablet users more likely than smartphone users to click on search results that are further down the page. Thus, bid strategies should differ when targeting tablets versus smartphones.
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.