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Mobile Targeted Campaigns and Keyword Length

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi all,

 

I watched a Google mobile webinar a while ago which suggested that search queries tend to be shorter when made from mobile devices. However, recently someone told to me that this is just a myth.

 

Can anyone shed any light on this? I'm interested in seeing the stats/research.

 

Thanks,

Louise

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Re: Mobile Targeted Campaigns and Keyword Length

Top Contributor
# 2
Top Contributor

Hi Louise;

 

In my view, it's not;

Think of that rationally: It's much harder to type on a 4.3" mobile touch screen than on a full 101 keyboard...The conclusion: people tend to "telegraph" their messages and queries when using mobile devices.

 

-Moshe

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Mobile Targeted Campaigns and Keyword Length

Top Contributor
# 3
Top Contributor

Hello Louise,

 

I haven't been able to find statistics but there are plenty of articles out there discussing that mobile users will limit their searches to 1 or 2 words. It makes sense to me though as more effort is required to type on a mobile devices and searches are therefore likely to be shortened. 

 

It might be a myth for users with a keyboard device but if you were to consider mobile users as a whole I would predict it's a legitimate statement. It would still be interesting to see some data though.

 

Regards,


ScottyD, AdWords Top Contributor
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Re: Mobile Targeted Campaigns and Keyword Length

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

Hi Scotty,

 

If you could, it would be great if you could kindly link me to any articles that discuss length of mobile queries. Struggling to find any.

 

It was actually a Google rep that suggested to me that desktop and mobile searches have similar keyword lenghts, but she was unable to provide a reference. That's what I'm trying to find!

 

Best,

Louise

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Accepted by Zee (Community Manager)
September 2015

Re: Mobile Targeted Campaigns and Keyword Length

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Top Contributor
# 5
Top Contributor

Louise;

Here you are : a full academic research, straight from "Google research" ;

Look at paragraph 4.1.1 - "Query Length"

 

-Moshe;

 

PS: Read the full text analysing the data !!! Dont just look at the data

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Mobile Targeted Campaigns and Keyword Length

Top Contributor
# 6
Top Contributor

Here you go Louise:

 

http://insights.marinsoftware.com/tag/mobile-advertising/

 

"The mobile customer is unique. When building a mobile keyword set, remember, mobile screens are small. Therefore, mobile search queries tend to be shorter than desktop queries, typically one to three words."

 

http://www.smallbusinesscomputing.com/emarketing/top-5-facts-to-know-about-mobile-seo.html

 

"However, it's worth noting that because typing a search query on a smartphone or tablet is more cumbersome, mobile search queries are typically shorter than desktop search strings. If you're hoping to attract more mobile customers, optimize your Web content using a phrase with just two keywords when possible."

 

http://localseo.org/tips-for-capturing-the-growing-mobile-search-market

 

"Keep in mind that mobile users are limited significantly by the size of their device. Mobile searches are usually limited to 1 or 2 words max which means you should use shorter keywords and keyword phrases to capture these users."

 

Let me know if you want linking to more!

 

Kind regards,


ScottyD, AdWords Top Contributor
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Re: Mobile Targeted Campaigns and Keyword Length

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭

Thanks to both of you - that's great stuff!

 

Many thanks,

Louise

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