Change Your Traffic Into Buyers With Mobile Marketing

Alright, so I know I recently did a post about mobile marketing, but I’m about to do it again. Why? “Well why not!” is a better question. There are so many altitudes in regards to mobile, such an array of topics to be discussed. Last week’s bog focused on curating reasons as to why mobile marketing is vital to marketers. This post is going to give you insights on how to turn your VIEWERS into BUYERS. I guess you could call it magic! …or something like that.

Mobile marketing is a very effective and resourceful digital asset, wouldn’t you say?  When done correctly, mobile marketing applications and web pages acquire value and desire from the mobile owner. Websites and apps become a recourse that is available to make the beholders life simpler, and at the same time gains monetary bliss for the businesses and brands. Ultimately It’s a win -win situation and everyone is happy.

Nearly 90% of Gas & Convenience Mobile Searches Result in Purchase

Here is a great example of how a mobile app can provide great convenience for the user, but also converts traffic into buyers! This Shoppers Drug Mart on the go mobile card allowing customers to “shop smarter”. It’s perfect if you forget your card at home. You can scan, collect, view and redeem optimum points all with the touch of your cell phone.

Shoppers Drug Mart New Mobile App Is Easy to Use

Shoppers Drug Mart Optimum Card On The Go

Money is a pretty awesome thing; everybody wants it and lots of it. Who Wouldn’t? People say money can’t buy happiness… but who are they kidding. Women are purchasing purses that cost a thousand dollars, while the homeless man sitting out of Holt Renfrew is begging for a dollar. It’s a piece of “plastic” that makes the world go round, and that is why making money is vital in life, and especially for businesses.

We carry our mobile device around with us not only for means of getting a hold of people, but because it drives us to action. Andy Ching who is the director of mobile for Bing stated that

70% of mobile searches are followed up by a consumer action within an hour.

Example being that you’re on your lunch break in 30 minutes, and you want to try out a new Thai place on Bloor Street. You pull out your smartphone, type and search. You as the business want to be in the top three listings on the SERPS page, but that all has to do with SEO which is also very essential.

Thai Food Mobile Marketing

Mobile Marketing Rich Media

As a marketer it is important to make sure your mobile webpages are easy to read, navigate and provides valuable and accessible content.  Mobile reading is fast paced and is usually done while doing something else, therefore you need to ensure that the information you’re providing is exactly what your viewer is looking for. (Click the linked text above for great information on what mobile buyers are REALLY doing). If you want their business, which you do, make sure you direct  the user exactly where they want to go whether it’s a phone number or directions or even rich media (yummy photos of your most popular dishes!) to add appeal and desire which will  drive them into your doorway. Don’t forget your call to action! This is extreeemly important. This is where you’re allowed to be bossy!

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The Importance of Ad Relevance: What & How

So, this week were assigned a particular topic from our Interactive Web Marketing Prof.

I rolled the dice and landed on “Ad Relevance”.  Now let’s see what I can come up with… Enjoy!

Okay so first and foremost, for those of you who don’t have a solid understanding of “ad relevance” let me help you out, just like Google did for me /:  But hey, that’s OK because even though it sounds, well… as simple as it reads, there are different sectors to the term that can be discussed and explained.

Ad relevance is essentially the degree of how relevant your web advertisement is, in correlation to the search of the user. In other words, it signifies how valuable your information is to the client.  Are the ads appearing on the SERPS accurate to the phrase or key words typed by the web user?

I extracted this example from All inbound marketing, all the time. Although Target’s snippet indicates that they have “red athletic shoes”, the landing page didn’t quite match up to the search query, which indicates the ad relevance is low.

adwords, ad relevance, SEO, web advertising, Target

Target’s Ad Relevance Needs Improvement

In order for your ads to be relevant, unlike the example above, your keywords and landing pages require a tight correlation with the content begin searched by the user. When you’re creating your web ads, make sure you use tight keyword groupings. This will make it easier to write relevant ad content. If you have captivating and relevant ad text, this results in higher click-through rates, which is the desired action of all businesses.

I came across a blog page written by the Zebra Advertisement team, which holds awesome insights and tips on how to improve your ad relevance.  It also mentions Google and calculating the Quality Score of your campaigns keywords, which led me to remember an in-class assignment we conducted using Google Adwords.

Google AdWords, web advertising, pay per click, ad relevance, SERP, SEO marketing, search engine users

Google AdWords For Effective Keywords

This is an extremely effective resource for calculating the quality of the key words you are using, or plan on using in your ad text. AdWords is Google tool for helping you reach your target audience and expanding your brand. It allows you to create campaigns, chose your own budget, and most importantly, select keywords that match your ads to search engine users!

Snip The Rich, I say.

In today’s world society revolves around competition. Everybody’s objective is to be number one, to be on the top of the list. You want everyone to like you, and to be popular amongst your observers, right? Right.

The same goes for webpages found on Google’s SERP, also known as the search engine results page. But how are we going to ensure that search engine users will have an interest to click on your webpage? Well, that’s simple.

When we’re so occupied juggling school, jobs, extra circulars and a social life, all we want is efficiency. It’s unnecessary for things to take longer than they need to, it can be frustrating. We want to keep the little things in life simple.  Am I right?  Like browsing the web for your favourite Artichoke Asiago Dip or Saturday night Sangria recipe.

With the amount of content and data that is continuously being generated on a daily basis, it is important for a search marketer to ensure websites are observable and understood by search engines, at the same time providing valuable and relevant results to the searchers.

A Rich Snippet is structured data! And structure is very good when it comes to search engine optimization. I found an article on Search Engine Watch called “Structured Data: Content, Rich Snippets & Authorship vs. Author Rank” which gives excellent insights in regards to the efficiency and accuracy of having a rich snippet for your search result.

Let’s go into further detail. A rich snippet is essentially well… what it sounds like. It’s a rich chunk of information in the snippet below each listing on a SERP. Its purpose is to assist the searcher in determining if the search results were relevant, and how relevant they were. This saves the searcher from having to click on the link itself, and browse through the webpage. It also provides the viewer with information that is engaging, important and precise in relation to the content provided on the webpage.

“Using a rich snippet is a great way to stand out from your competitors, through interaction such as star ratings, photos, authors, prices and more”

– content blogger Jim Yu of “Structured Data…”

Take a look at the rich snippet example below.

See The Difference?

See The Difference?

You can easily tell the difference, and are attracted to, the search results that are accompanied by rich snippets including appealing content and visuals, versus the first result.

A little goes a long way in the world of search engines. I told you, it’s all about efficiency!