JumpTap Improving Mobile Keyword Selection

OK so here is the email that I received from JumpTap. At the very bottom there was a note saying that the Keyword tool was about to be launched. I presume that the one on AT&T was on trial or in development and a new improved one is on the way (will need to ask JumpTap if that is correct).  I think this is the new newsletter for advertisers. I have run several successful campaigns on JumpTap. Infact, they are from BKI Media - but when we launch Visibility Mobile I will try and edit the indepth analysis I did for JumpTap, Google Mobile, AdMob and Decktrade and publish for the new site. Attract more customers searching on mobile by expanding the keywords that you bid on. In a rapidly growing mobile search market, advertisers can sometimes miss out on critical best practices by not reviewing keywords that are relevant to their business, product, or services.  As advertisers set up their campaigns, key questions should be asked: What business, product, or service is being promoted? How do customers tend to talk about or search for such a business, product, or service? What misspellings are common? What other words describe the business, product, or service? Does location play a role in the service?

Thinking about these questions will open up numerous opportunities to reach potential customers.  Here is an example to help you think through the process to identify the best keywords to find your customers:  Company “Games”: sells mobile game downloads Keywords: play, game, mobile game, downloads Evaluation: These keywords are related to the company’s products, however, they are missing opportunities.  It is difficult to determine that “play” means a game instead of a sport or music as a search query on the phone.  Therefore, in addition to bidding on the generic terms because they do generate a lot of search volume, drilling down to more specific keywords can incrementally increase your conversions of impressions to clicks and sales.    Recommendation: Think in more specifics about your products and services.  In this example, game is the generic term with large search volume.  Additional keywords should include the actual “game name” along with the “game name” + mobile, game, download, play, and so on.  Also, what kinds of word describe the game?  Is this a mind teaser?  An action game?  A classic game?  A multi-player game?  The more descriptive and specific that you can be with your keywords, the more additional opportunities you create in driving sales.