Pay Per Click

Three Strategies For PPC On The Mobile Platform.

At the dawn of the information age, it was important for businesses to have a website to showcase their brand.  Rapidly evolving computer technology and a shift in consumer behavior now have mobile platforms at the forefront of brand awareness.  Highly advanced mobile technology has become cheap and easy to obtain.  More people than ever before are using smart phones, tablets and other mobile devices to surf the web, purchase products and services and communicate through social media.  It is estimated that there are nearly 6 billion cellular subscriptions worldwide.  That nearly matches the population of the planet.  EBay expects its customers to buy and sell nearly 8 billion dollars’ worth of merchandise on mobile platforms in 2012.  For these reasons it is imperative for businesses to have much more than a website and think about their presence in the mobile world.

PPC seems to be a pervasive tactic no matter what the platform it is being utilized on.  The same is true for mobile and these 3 PPC strategies for PPC on the mobile platform will help your business convert customers who may not be present in other channels.

1.    Make Your PPC campaign mobile friendly
Many businesses think that because mobile devices have the capability to display web pages in a similar way to a laptop or desktop, that no further development is required.  This couldn’t be further from the truth.  In order for PPC campaigns to be as effective as possible, companies must develop mobile specific pages and campaigns.  This means ensuring ads will display properly for users and won’t take an eternity for slower mobile processors to render on the screen.  Ads that are designed to run on a PC can be obtrusive on a screen a fraction of the size.

2.     Re-think Your Targeting
Visitors that are seeing your PPC ads on a desktop or laptop are not always the same as those viewing the same ad on a mobile device.  In fact, chances are they are completely different.  Market segments that are using mobile platforms to complete tasks such as buying products or searching form information tend to be different than their traditional computer surfing counterparts.  While these segments may overlap, ads should be tailored for mobile users instead of using a shotgun approach.

3.     Adwords Is Not The End-All, Be-All
This tip isn’t meant to single out Google and is mentioned more as a don’t put your eggs in one basket type of approach.  While Google has an excellent advertising platform for mobile, Bing and Yahoo still share 30% of the search advertising market.  Other services may be more effective at reaching your customers as well.  When developing mobile ads, make sure you check out all possible options and don’t just go with the company that garners the largest market share.

No matter what strategies you come up with for your mobile campaigns, what is important is that you are present in this channel.  Millions upon millions of people use mobile devices every day for the same tasks they used to use a traditional computer for.

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