By Lori Goldberg, CEO Silverlight Digital
Do you know what your consumers’ search habits are telling you? You don’t need to be a soothsayer to understand their priorities.
In fact, they’re sharing what they want you to know through their search semantics, revealing important trends in mobile search behavior that advertisers can use to shape campaigns in 2018.
Here at Silverlight Digital, we conducted an in-depth analysis of 112,000 unique search terms from 8.2 million impressions spanning 396,000 visits. The result is a trove of best practices for advertisers in pharma and healthcare and other key industries. Among the highlights that I found most interesting:
- Mobile users perform question-based queries, such as searches that begin with “who, what, where, when and how,” more than desktop users.
- Regardless of device employed, click-thru rates (CTRs) improve by a three-to-one margin when users asked questions.
- The high CTRs means mobile searchers engage with brands three times more often than those conducting similar searches from a desktop computer.
In addition, Silverlight Digital found that brands have three times more opportunities to intersect during a mobile user’s moment of need. [Read more…]