... The approach of a mobile marketing PPC strategy is slightly different to paid advertising on a desktop; in essence, you can tell Google AdWords that your mobile ads need to increase in terms of visibility. We are able to specifically adjust your mobile PPC advertising in order to make them appear more frequently and strategically placed on mobile devices based on their historic conversions. The most important thing about PPC ads on mobile is the ad copy – it needs to be shortened so the user isn’t scrolling repeatedly to read the ad! Appealing to users on mobile devices is vital; at the Festival of Marketing 2015, Sarah Watson from Net-A-Porter stated that an enormous 40% of their sales now happen through a mobile device.
Our approach to mobile PPC advertising
There are numerous ways to target people through a mobile PPC strategy; Google AdWords is the most commonly used, along with the likes of Bing Ads, Facebook Adverts and Twitter Sponsored Tweets. Through these channels, individuals can be targeted based on their search terms including, location, job title, interests, age, gender and numerous other attributes. For example, if a business was advertising a dress designed for women over the age of 60 based in London, an ad can be targeted towards them through PPC. Many businesses are now opting for PPC advertising alongside mobile search, as SEO can take months to adapt on SERPs based on changing audience behaviour. With PPC campaigns, you are usually able to adjust them in a matter of hours, meaning those who are searching for the terms you are bidding on are far more likely to click on the ads at the top of listings.
In addition to paid search, there is also shopping, social, display and retargeting, all of which fall under the PPC remit. With almost 4 billion searches on Google alone every single day, bidding on keywords and phrases that your audience search for could be hugely beneficial for your business. Furthermore, the number of social channels is rapidly increasing, meaning the opportunities available for companies to have paid ads online is snowballing. Not all social channels may be suitable depending on your industry and audience; however, with networks such as Facebook, Instagram, Twitter and LinkedIn, there are multiple potential audiences you are able to target with paid social ads.
Display advertising and retargeting are two options within PPC that are rapidly increasing not only in popularity, but more importantly in terms of ROI. Display advertising presents brands to audiences in numerous forms such as banner ads, video and images, in strategically placed areas of a site in order to increase conversions. When used on mobile, display ads need to be particularly well thought-out in terms of copy and size, due to the various devices they will be shown on. The concept of display advertising is simple; imagine a digital billboard on your website, catching the eye of everyone who passes by. Retargeting is similar in that the ads are strategically placed, but brands are able to advertise specifically to people who have already visited their website. With the ability to segment the traffic based on what they have viewed on your website, we are then able to use retargeting to show your audience products they have already viewed. Not only this, but pages they have visited can also be shown in retargeting ads, reminding your audience and potentially getting them to revisit your site.
The options for PPC are expected to increase over time as more social channels are introduced and options for paid advertising on sites and search engines begin to expand. With results being quick and fast via PPC campaigns in comparison to organic search tools, more and more brands are beginning to utilise the benefits of paid advertising.