I recently attended a Google Partner seminar online on Mobile Tracking and Reporting for Google AdWords. There were some interesting nuggets that the Google Staff shared with us from the extensive research that Google has done on mobile and its value in the conversion funnel.
Here are a few nuggets I want to share today on mobile’s importance in the funnel:
1. Keyword search queries used on mobile searches will be shorter and more general.
2. Mobile activity accounts for strong pre-conversion research.
3. Mobile activity is about looking to be inspired and typically the user is not ready to convert, at least not just yet.
4. Mobile sessions as part of the conversion funnel are typically done early in the day (before noon) with conversions taking place later in the day and typically on a desktop or tablet.
5. Due to mobile activity Google states that desktop pageviews and time on the site are lower, but in reality much of this activity has just simply moved to a mobile device. You may still be getting the same activity from users, but now it is difficult to see in Google Analytics as it happens from multiple devices.
6. Google is strongly recommending advertisers to use cross device conversions as a part of their conversion metric by enabling this as a column detail to better understand how users are converting across multiple devices. Although these are estimated numbers, Google feels that they have a 99.9% surety.
If you watch your numbers in Google Analytics, it is not unusual to see typical website numbers such as 1.1 minutes on the site versus previous numbers last year of 2 to 3 minutes on the site. It is not uncommon to see pageviews down from a year ago of 2 to 5 pages down to 1.2 pages per session. It seems to me that Google has “nailed” what has happened on the web. Don’t discount mobile to your business and marketing equation. Although you may not be getting conversions, you are getting micro moments that lead to sales. Cut out the mobile portion and your sales will very possibly suffer.
Looking for a savvy AdWords account manager for your Fredericksburg PPC program? Check out McCord Web Services – your Fredericksburg and Spotsylvania, Virginia Google Partner.