Raj Kapoor, Global Director of Product Planning & Marketing for Mobile Advertising at Microsoft, predicts some compelling scenarios in the next 18 months with mobile search combined with display and PPC search campaigns.
Raj participated in the SMX session on Mobile Paid Search on Tuesday.
Mobile search is really going mainstream. Penetrating into user search behavior increa
singly. And with smart phones with browsers, the engagement people have on mobile search experiences is increasing.
Raj presented some research showing 79 percent of mobile users are using mobile search. What are people trying to do?
- Find entertainment information. Quick Snacking.
- Looking for quick answers.
- Looking for businesses and local listings. Queries with local intent.
- Looking for mapping and place information
- Last but not least, looking to find more product information as part of the shopping experience.
Those are the scenarios Microsoft is focused on for mobile users. Users tend to act quickly and make decisions quickly based on the results of mobile search. The time between search and action is shorter when searching from mobile devices than from PCs.
“Users tend to act quickly based on the information they get from their mobile search experience. Somebody is looking to make a decision. You want to be in front of that user at that point in time.”
Raj described some research with Toyota France exploring how does mobile search compliment a display campaign. “We found that multiple screens work better together. The metrics are pretty impressive. Consistently over many campaigns, adding mobile into the mix, delivers higher results with smaller incremental investment.”