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Mobile Search activity has increased 5x over the past two years, according to a December Google report. Taking advantage of Mobile search has long been a hot topic among search marketers and online retailers, but there's an often overlooked element of Mobile search - the Tablet.
1/28/2012
According to an August 2011 ComScore study, 1/3 of all non-computer internet traffic was from tablets, and a January 2010 study by the Pew Internet and American Life Project reports that the number of adults who own either a tablet or an e-reader doubled over the holidays.
Traditionally, considering how you target mobile devices with your online marketing has been an important part of your digital marketing strategy - but nobody considered how to target the Tablet. Google AdWords didn't even allow the option of targeting tablet devices seperately, it was just lumped in with mobile targeting. The problem with this is that Tablets are not like smartphones. People use smartphones for local search - finding a restaurant or directions somewhere, something on the go. People use tablets at home, or perhaps out but in a stationary location. Tablets are also not like desktops and laptops though - they're used in different situations, often under multi-tasking or impromptu scenarios. Due to these differences, your tablet targeting strategy must differ from both desktop/laptop targeting and from smartphone targeting.
The good news is that Google now allows seperate targeting for tablets in AdWords. The first step you need to take is to create separate campaigns to target tablets specifically - and when you do this, keep in mind the usage and how it relates to your products or services. Your mobile campaigns are likely to produce best results for location driven products and services, desktop/laptop campaigns for big ticket purchases - but tablets are key for entertainment content and related purchases.
The bottom line is, whatever industry you're in, you need to segment your tablet data and marketing campaigns seperately from both desktop/laptop and smartphone data. Perhaps tablets will be the key focus for your success, or perhaps they will be an area to avoid - but in order to find out and adjust your campaigns accordingly, you have to gather the data. Once you're targeting and optimizing for all devices seperately, you'll see click through rates and conversion rates improve.
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