As a mobile tech enthusiast, I inherently get excited about emerging ways smart phones bring the information age to my pocket. However, as smart phones get smaller equally as much as they get smarter, I find my dexterity and not so nimble fingers are having an increasingly hard time actually ‘clicking’ what I want in mobile search. For this reason, top ranking PPC ads on my new Samsung Galaxy S II have become my go to clicks rather than clicking the standard meta descriptions appearing in organic results.
Aside from appealing to those of us who struggle with tiny touch screens, mobile PPC is an explosive market and absolutely should be considered a part of any legitimate PPC investment. CTR costs can be considerably lower because the flood of competition has not caught up to desktop/laptop PPC.
As Google search algorithms become more and more stringent about optimal results and quality scores, it is best to do your due diligence before investing time and money into a mobile PPC campaign. Although Google Adwords does include tools for mobile campaigns, certain PPC CMS systems are developing their niche mobile markets. With a simple Google search (i.e. “X industry mobile PPC network), one can find a plethora of niche display networks stuffed with advertisers and publishers that are actually very relevant to a multitude of mobile search categories.
Keep in mind though that it is best to explore your options when trying to find the best platform to launch your mobile PPC campaign. Personally speaking, I would highly recommend consulting a PPC strategist before investing in mobile PPC. An adept PPC strategists can target the end user by not only demographic, but also by location (down to the city), carrier, and even model of the device. Why limit device models? Depending on your display type, some models are capable of handling more advanced responsive ads than others who simply are capable of displaying text. If you are a self-teaching kind of person and want an alternative to AdWords, the most impressive CMS platform for mobile PPC that I have come across thus far is Leadbolt, which boasts a network spanning dozens of countries and an extraordinarily large amount of carrier services. I can’t preach research enough in this situation, especially if you want to advertise in Europe or Russia, where it pays to know who the biggest carriers are and what model phones can handle what type of ads.
Mobile PPC also opens the market for significant up-sale opportunities with mobile websites. “Hooking” a mobile site is normally referred to attaching or linking a mobile site to a published mobile app, but if you are driving mobile traffic via mobile PPC then it is imperative that the mobile traffic you drive has somewhere decent to land.
Since mobile websites are completely separate entities than their parent sites, they are free to drive a quicker call to action rather than the traditional “About Us” fluff. If coordinated well with a good mobile PPC campaign, they can result in immediate ROI, especially in brick and mortar retail. For example, a pizza chain may have a mobile PPC ad group running for a deal on a variety of large pizzas. A hungry surfer clicks on the PPC ad for 10$ X Brand Large Supreme Pizza and is directed to a mobile site that simply has an input field labeled “zip code”. The end user inputs his or her zip code and bam - the three nearest locations pop up with the contact phone numbers highlighted and in a slightly larger font. All the end user has to do is tap the number, and then he or she is immediately connected to that franchise. So basically from ad to order, the process took about 15 seconds; pretty impressive.
Overall, mobile PPC will become just as valuable if not more valuable than traditional PPC in the near future, meaning probably 2013. Even if you are not prepared to invest in it, it is highly recommended that you at least be aware of it.
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