Last week we reported on Google AdMob receiving 2 billion requests a day. Since then, Google have launched mobile statistics in the keyword tool. With mobile advertising increasing, it is important to tailor optimisation for PPC mobile campaigns and consider how it differs from PPC for standard computer-devices.
In terms of retail, an article issued by econsultancy.com earlier today stated consumers’ concerns about the security of purchasing via mobile and that many were using smart phones as information tools. Econsultancy cited that only 21% used smart phones to purchase products or services but that transactional mobile sites or apps such as eBay and Amazon were receiving a significant amount of sales.
In light of this, retail advertisers should not be discouraged from mobile advertising rather than ensuring that the presentation of their website, advertising and optimisation is made more specific to the hardware in question.
Advertisers should remember that in spite of the escalated technology of mobile phones with its capabilities increasingly similar to computers and laptops, it is still very much an ‘on-the-go’ piece of equipment. The effectiveness of the iphone and ebay apps can be taken as an example of how simplicity and transparency is key to a successful mobile advertising campaign.
In terms of PPC mobile advertising, it is important not to merge campaigns targeting computer search with mobile search. These should be separated so that retailers can see exactly where their traffic and conversions are coming from and so advertisers can build, target and optimise campaigns accordingly.
With loading times higher on mobile phones, it is crucial to reduce the amount of clicks from the advert to the direct product. This means focusing on heightening the relevancy of the ad to the product to encourage purchases and avoid high bounce rates.
Although the Google keyword tool’s accuracy has been a large talking point, it can be taken to be accurate in determining that search volumes are lower on mobile search than computer-based search and that this is further segregated when looking between mobile WAP devices and phones with full web browsing capabilities. It is important to note that as search volumes are lower, so too is competition so it would be advantageous to advertisers who move into the mobile advertising space early.
With regard to PPC advertising, advertisers will have to be savvy in how they target and optimise their ads to mobile phones or face being left behind in the year which has already largely been dubbed mobile advertising’s time to take flight.
4Ps isn’t just another PPC management agency. To discuss how paid search strategies are evolving alongside new developments in ad technology and tracking, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about data, marketing and user behaviour across all inbound channels. What could a 4Ps search marketing consultant do for your business?