Mobile accounts for 10 percent of JK Harris search campaign clicks
JK Harris & Co. used mobile search to drive customer acquisition for its tax-resolution service leading up to the 2010 tax season.
The company tapped Bing for Mobile for a click-to-call mobile search campaign centered on mobile-focused keywords. The campaign aimed to drive calls and increase ROI prior and during the 2010 tax season.
?Bing for Mobile achieved a higher ROI than any other mobile search engine ? generating as many interactions as the others but at a fraction of the spend,? said Ja?Nice West, senior online media buyer at Media Placement Group, Boca Raton, FL.
JK Harris is the nation?s largest tax representation firm that has been helping taxpayers resolve back tax problems since 1997, with 325 locations in 43 states nationwide.
Mobile accounted for 10 percent of all campaign clicks while only making up 1 percent of the total spend.
By adding mobile to the mix, JK Harris was able to increase the overall campaign click-through rate by 23 percent from October 2009 to March 2010.
Here is the screen grab of the mobile search results:
Bada Bing, bada boom
Bing is Microsoft's newest search engine, previously known as Kumo. Bing is a decision engine that helps people find relevant information to make the best decision.
According to Microsoft, mobile advertising is an essential pillar of a successful online marketing strategy.
Microsoft offers brands mobile display and search advertising, influencing consumers making real-time purchase decisions on the go.
Marketers can extend their online search campaigns to Bing for Mobile without having to invest in mobile-specific resources.
JK Harris is not the only large brand that has seen success from Bing for Mobile.
EBay ran a campaign via Bing for Mobile and determined that the mobile search engine provided additional reach and clicks versus online search alone.
A campaign was run from May 2008 to May 2009 using high-value generic and brand-specific keywords. Beating all expectations, the campaign generated 389,000-plus clicks and a 14.9 percent average CTR.
In the case of JK Harris, the company was able to use mobile search to stand apart from the competition.
?With a combination of real-time campaign management and its overall attractive audience, Bing for Mobile made this campaign very successful for JK Harris,? Ms. West said.
