Focus on Mobile Campaigns
Mobile campaigns should dominate your SEM
War Story: We were selling online medical testing. For our customers to find and use us involved serious issues like: finding a patient service center that could take you, understanding procedures involving signatures and blood draws, and establishing trust that we could deliver potentially life-altering medical results online and by phone counselors.
Not exactly what you might expect a new customer to embrace doing on a mobile phone as opposed to a laptop or desktop computer. However. In just a two year period (2013-2014), we went from 90% desktop business to 80% mobile business. And even better than that: ALL OF OUR PROFIT WAS ON MOBILE. Because it took a few more years for our competitors to catch on to this new realilty.
In our defense, that was nine years ago - you don't have that excuse anymore. Your customers want to find and buy from you on their mobile phone. Figure out how to let them do that. If you haven't already.
Mobile is a completely different animal
Possibly even worse than search marketers who are in denial about mobile searchers being important are the search marketers who think that the same keywords, ads, landing pages, and conversion strategies that work on the desktop can work (unmodified) on mobile devices.
If you create separate campaigns and landing pages for mobile versus desktop, you will be able to take advance of the HUGE differences in which ads will work, which landing pages will work, and how different the search terms are for mobile versus desktop searchers.
Divide and conquer. Keep Mobile away from Desktop/Tablet in your campaigns.
All we are saying is: "Give Mobile a Chance"
We could give you a lot of history, statistics, Google publications and such. So that you understand that the number of industries that haven't been revolutionized by mobile buyers is down to about five. Yours is unlikely to still be one of those five.
But that probably won't convince you. So we'll just recommend that you act like your customers are tyring to research and buy from you on mobile devices. Let the marketplace talk to you and give yourself the mobile campaigns and mobile landing pages that let your marketplace talk to you.
And before you go back to thinking that "our marketplace uses only desktops", think about RocketMortgage or any of the incredibly complicated, long sales cycle goods and services that are successfully marketed and delivered using mobile devices.
If you continue to think you don't need a way to grab and convert mobile searchers for your goods/services, you are going to continue to leave a lot of money on the table