How Mobile Transformed PPC Marketing in 2016
The world of advertising is ever-changing and pay-per-click (PPC) marketing is no different. An algorithm update by Google here, an addition of new features for targeting there—anything and everything affects your PPC marketing campaigns. Changes are even more dynamic in mobile-based advertising. The mobile landscape is still evolving, and it has some real consequences for PPC marketing.
More Searches from Mobiles and Tablets Than from Desktops
Unless your audience is completely cut off from the rest of the world, they are using their mobile devices more and more. In 2016, mobile searches surpassed desktop searches, and the trend is not going to stop. In our fast paced lives, we need everything on the go, and that includes Internet searches. Marketers need to consider this change and adjust their focus accordingly.
Reduced Importance of Organic Searches
Mobile advertising has taken away the importance of organic searches by giving prime screen time to PPC ads. When a search is performed on a mobile device, the first three results are paid. You have to scroll down, past the “also searched for” terms, before you get an organic result! This makes getting visitors on mobile devices to your website very difficult, unless you use paid ads. Mobile devices are forcing businesses to invest in mobile advertising, regardless of their original plans.
An ad extension is the additional information provided with ads. These extensions are usually items like location, Twitter followers, or phone numbers. An ad extension can help you improve your click-through rate. One of the most effective ad extensions is in the form of a small phone icon that can be tapped to call your business. However, you could also use your business’s location or reviews to generate interest.
Highly Targeted Marketing
Mobile users are sharing more and more information about themselves online, and savvy marketers can take advantage of that fact. When organizing a pay-per-click campaign, you can choose just who you want to see your ads. If you’re a trendy clothing store in a mall, you can select your ideal demographic, including age, income and location to make sure you’re reaching the exact customers you want.
Lesser Costs Than Desktop Ads
Despite the prevalence of mobile devices, pay-per-click advertising on a smartphone or tablet still costs less than running the same ad on a desktop or laptop. This is because mobile devices are still considered untested waters. However, this won’t last long, and savvy marketers will take advantage of the lower rates to get ahead of their competition.
Use of Mobile Apps for Pay-Per-Click Marketing
From the moment we wake up to the moment we go to sleep, we surround ourselves with apps. Marketers have noticed these changes too. Many businesses are now using in-app marketing, which is essentially putting a pay-per-click ad in the app itself. They use the profile the user generates to personalize and target the pay-per-click ads, which greatly increases the ROI.
Mobile has changed the ground rules of online marketing, and will continue to do so. The mobile market has grown in 2016 and shows no sign of stopping. With the expanded reach of mobile device, marketers will have to incorporate mobile ads in their overall campaign strategy if they want to stay relevant.