Mobile: To Test or Not to Test?

By Jason Baron and Erin Dailer, Paid Search Coordinators, Advertising Solutions

According to recent comScore data, mobile is on track to eclipse desktop users within five years. Google also reports that with mobile’s ability to individually target more people, it will soon be bigger than TV, email and the Internet. With all of this information, our team knew that mobile was something that we most definitely wanted to test with our clients. We were in search of an answer to one particular question, “Can we really have a successful mobile campaign without having a mobile (WAP) site or landing page?” Testing mobile would produce data that could answer this question and also give us insight as to how our consumers are searching for our client’s products and services on their mobile devices. We knew it was our duty to test this new ground in order to drive growth in our client’s business as efficiently as possible.

Before implementing our mobile test, it was important to consider our client’s main goals, which include driving revenue while also meeting an efficient ROAS goal. Keeping this in mind, we knew that a separate mobile campaign had the potential to bring added efficiency to the entire account by gaining incremental revenue through a new audience. It would also give us insight into how mobile users search for products and services differently from desktop users, information which can be used to optimize these campaigns differently for maximum effect. So, our voyage into the world of mobile began by creating mirror mobile campaigns for a few existing campaigns to be tested. By targeting and tracking mobile performance separately from desktop search performance, we can see results from each segment and accurately gauge performance.

When first launching the test, we started with a top-performing brand campaign and after only a few short days we were extremely happy with our initial results. Even without a mobile WAP site, we were beginning to see conversions! After several weeks of testing, we saw consistent spikes in traffic, conversions and revenue, especially on Fridays, Saturdays and Sundays. It made perfect sense that people were using their mobile phones more often on the weekends when they were away from home or office computers. Our data was able to solidify this theory so that we could specifically reach target audience more effectively. Not only were consumers purchasing more often during the weekend, our data also proved that they were finding a way to purchase our product from their mobile devices through a regular website. This is a trend that we continue to see as we expand mobile testing into other campaigns within the account.

Our new mobile campaign brought results that have a strong value in determining future goals and objectives with our client. After monitoring performance over the two month testing period, it is clear that users are converting from their mobile devices. This proves the value in building out a more user-friendly mobile environment for our consumers so that we can increase conversion. We can only imagine how additional mobile campaigns will perform when we have a fully supported site available. Also, seeing that this is the first time we ventured into the mobile space with this particular client, our initial observations will serve as data that can be used as a benchmark in order to grow and expand within the mobile space. This test has been vital in driving increased brand awareness and traffic that will eventually lead to higher revenue and conversion rates.


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