In the era of the smartphone, mobile search is rapidly gaining popularity. People don’t wait for answers, they hop on their smart phones and find what they are looking for right away. If you are interested in these on-the-go mobile searchers finding your business, you may want to think about investing in a mobile PPC campaign.
According to Google, about 8% of all e-commerce purchases will be made on mobile devices by 2015. This translates to almost $120 billion in sales. However despite this rapid movement towards optimizing everything for mobile, mobile PPC may not be necessary for all types of businesses. For products that have a long buying cycle and require a lot of pre-purchase research the only effect a mobile PPC campaign may have is cost with no ROI. Despite people becoming more and more comfortable buying via smartphones, we are not quite to a point yet where people are buying furniture, televisions, and cars through through mobile internet.
Nevertheless there are many businesses that can and do benefit immensely from mobile PPC campaigns. For businesses such as restaurants, bars, and local hot spots, a mobile PPC campaign could result in significant increase in foot traffic. Also businesses that offer cheap, instant gratification style products such as things like phone games, ringtones, and apps are most likely to experience an increase in revenue from a mobile PPC campaign. Purchases that do not require much thought or research and have a quick check out process are assured for mobile PPC victory.
Although the basic fundamentals behind a mobile PPC campaign and a standard PPC campaign are the same, there are some major differences. Mobile searchers have different goals; they are on the go and don’t have time to do a ton research. Mobile searchers are looking for fast and accurate information; something immediate. These different goals require businesses to alter their standard PPC strategy.
The first thing that needs to be changed is the campaign’s keywords. Keywords for mobile PPC campaigns need to be catered toward the out and about mobile user’s intent. Mobile searchers commonly know exactly what they are looking for and use very straightforward keywords. As keywords for a standard search can be based upon more exploratory research, mobile PPC keywords need to be direct and to the point. And because most mobile searchers are looking for businesses around their current location, location based keywords can be extremely beneficial to a mobile PPC campaign.
The next part of your mobile PPC campaign that needs to differ from a regular campaign is your ad copy. Create your ad copy to match your keywords. Just as you need to be direct and to the point with your keywords, you must incorporate a similar strategy for your ad copy. Since mobile searchers know exactly what they are looking for, they will only click on your ad if the copy shows exactly that. The Google Keyword Tool may help you find what exact words people are using to search.
In accordance with your keywords and ad copy, your landing pages also must be adjusted for mobile PPC. First and most importantly, you need to make sure that your landing pages are optimized for smartphones and that they work. Landing pages for mobile PPC need to be focused on the immediate information that searchers are looking for, along with quick bullet points about the product(s) and or services. If the searcher is looking for a phone number, your landing page better have a link to your phone number. If they want directions, your landing page needs some directions. Incorporating local search like Google Maps into your PPC mobile advertising by sending people straight to your listing may also be a simple way to get people straight to your business.
Follow these tips to master mobile PPC advertising and remember think simple and get straight to the point!
Tags: IL, MA Interactive Group, Mobile, Mobile Commerce, Mobile Internet, Mobile Marketing, Northfield, ppc, PPC keywords, ppc landing pages, Smartphones
