comScore: How to do smartphone and tablet search marketing

In the past, we have been shouting about the arrival of mobile Internet for many years. 2011 can finally be called the year of mobile. 2012 is the year of differentiation of mobile devices. The popularity of tablet computers has skyrocketed. Although tablet computers and smartphones have similar properties, they are quite different in the following aspects, such as their usage occasions, the purpose of people using them, and more importantly, how companies should conduct search marketing for these two types of users.

What are the differences between these devices?

In a recent symposium with Performics, comScore discussed the behavioral and functional differences between smartphone and tablet usage. Here are the key differences:

In terms of behavior, the first is where users use these devices. Smartphones are users' close companions, following users almost everywhere. As users explore the world, their search activities on their phones reflect this dynamic movement. People look for maps, news information, price comparisons, restaurants, etc. These on-the-go behaviors are also supported by data that 63% of smartphone Internet connections are completed through mobile cellular networks.

Tablets are mainly used in fixed places such as homes, and 92% of tablet Internet connections occur on Wi-Fi networks. People use tablets on the sofa, in bed, and when they are resting. Therefore, the search behavior on tablets is very similar to the search behavior on PCs in fixed environments.

Similarly, data from Performics shows that tablet and PC searchers spend more on their devices than smartphone searchers, which further emphasizes the differences in search experiences for different content and on different screens.

There are also big differences in functionality between smartphones and tablets, so companies should optimize search marketing for users of different devices. Here are some tips:

Smartphone Strategy <br /> The small screen of a smartphone and the need to search on the go mean you need to keep your content as minimal and simple as possible. Here are 5 things you should keep in mind:

• If you rank lower than the first or second place in the bidding , your content may not be seen or your CTR will plummet.
• Adding a URL may take up 1/4 of the ad creative space
• Includes location expansion, localized content and localized merchandise

• • Adding click-to-call/click-to-download options is important because users may contact you directly

• • • Optimize for organic search

Tablet Strategy <br /> As mentioned before, the search behavior of tablets is very similar to that of PCs. Therefore, you need to adjust your search strategy accordingly. Here are 5 points to note:

• • • You can bid for positions after 1&2.
    • You can add relevant content and website links , such as "Buy from tablet", and click to download is more effective than click to call.
    • Direct tablet users to desktop and tablet landing pages
    • Avoid Flash iPads account for 90% of tablet traffic, which does not support Flash
    • Don’t just copy your smartphone keyword list