There’s no doubt that mobile advertising is here to stay and its growth has been staggering. Recent research by Nielsen reveals that smartphone penetration in the US has reached 70% with Americans spending seven more hours each month on their phones than in 2013. What is astounding is that while people are spending more than 38 hours on their phones per month, mobile only comprises about 4% of total ad spend. The good news is, with such little saturation in the market, that means less competition, cheaper clicks and more sales for PPC advertisers keen enough to enter this space.
Prepare for Mobile Advertising
So you know you want cheaper clicks and more sales, but where do you start? It’s not as simple as just throwing up some mobile ads if you really want to reach the mobile market and see converting visits. Businesses need to not only deliver a mobile-optimized ad, but deliver a great experience on mobile devices after the click. This is incredibly important. Not only does it affect your Quality Score, ad position, cost and sales, but it affects your customer loyalty and organic visibility too. The most essential step a business must make before entering the mobile ad space is optimizing their website for mobile devices. If you jump in feet first without a mobile website, it can actually have adverse effects on your business.
Mobile Optimized Websites
According to a research study by Google, 67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service. I’m sure the majority of you have experienced the frustration of trying to navigate an outdated website with miniscule text and infinite scrolling. It just doesn’t work. The majority of mobile users will just leave and go to a different website they can easily navigate.
It’s not just about losing business. When you send mobile users to a website that is not optimized for their device, it can actually damage your brand’s reputation. According to Google, 52% of users said that a bad mobile experience made them less likely to engage with a company and 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business. This means that not only will users leave your website and go to a competitor, but you could be hurting relationships with your current customers. Make mobile work for you, not against you, and get started on a mobile website
So, we’ve convinced you to mobile optimize your website; what next? This is where the real fun can begin. Let’s make some money! Get in touch with your web designer and kick start your mobile initiative with a mobile responsive website. After that, it’s time to optimize your PPC accounts for mobile devices and begin analyzing this wonderfully new flood of data. When you start delivering a truly great mobile experience to consumers, you’ll not only see an increase in conversion rates, but you’ll also start to see mobile contributing to conversions on other devices. Having a great mobile site isn’t just about making more sales, it’s an essential part of building your brand and creating long lasting customer relationships.
Yahoo! Advertising recently announced that the Bing Ads platform will be changing in September in order to “simplify the ad buying process across devices.” What does this mean for advertisers on Yahoo! and Bing?
While this change will initially only affect those advertisers who have different campaigns targeting desktop, laptop and tablet users, advertisers with Smartphone-targeted campaigns will also be affected in the beginning of 2015.
In order to effectively prepare for this change, advertisers are being advised to take some crucial Bing Ads management steps to ensure a smooth transition into the new platform:
- If your campaigns are currently targeting desktop and laptop traffic separately, you should combine those campaigns (making sure to delete or pause the duplicates) and add bid modifiers for the traffic sources as needed.
- If your campaigns are targeting or excluding Smartphone traffic, you should work with your Bing or Yahoo account manager to come up with a game plan in preparation for the updates that will be made in the first half of 2015.
- If you are only targeting laptops and desktops, you should begin testing tablet traffic and be prepared to apply bid modifiers as necessary. Don’t forget to adjust your campaign budgets to account for additional traffic that will come in from tablet devices.
As you are probably aware, the pay-per-click environment is constantly changing and updating to bigger and better ways of doing things. Here at JumpFly, we know how hard it is to keep up with the changes, and we are eager to help our clients optimize their accounts to perform to their full potential. If you find yourself wondering how this change will impact your business and whether or not your results would benefit from a professional reviewing your account, give us a call. We would be happy to have the opportunity to speak to you about professionally managing your paid search campaigns on Yahoo/Bing and Google.
Using Google Maps on a mobile device has become an integral part of most of our daily lives. Over one billion people use Google Maps every month. Now, with proper PPC management, local business owners have the opportunity to take advantage of this incredible pool of potential customers to drive business to their brick-and-mortar store. Now, if a Google Maps user performs a search, ads for nearby businesses of that type will appear at the bottom of the screen. These results include a title, ad text, and a link for directions to your store.
When a user taps the ad or swipes upward, they will see additional information about your business, such as business hours, a link to your website if available, and options to Call, Save Location, or Share Location. Standard Cost-Per-Click charges apply. An additional CPC charge will also apply if a user clicks to call your business. However, Saving or Sharing the Location or getting directions to your business will not incur any additional charges.
Once your ads are set up, a new feature in your Google AdWords account allows you to see data for these types of clicks. Called “Get Location Details,” you can see the number of clicks, or times someone swiped or tapped the ad, impressions, Click-Through-Rate, Average CPC, Cost and Average Position. In order to view this data, click on the Campaigns tab in your AdWords account, then choose the drop-down menu in the Segment tab and select Click Type. You can also view the number of “free clicks” (action to Save Location, Share Location or Get Directions) in the Dimensions tab by selecting Free Clicks.
In order for your ad to be eligible to be shown, you must have Location Extensions enabled in your AdWords account. To add a Location Extension, click the Ad Extensions tab in your campaign. You can either select an address from an existing Google Places account if you have one, or manually enter your business address or addresses.
You must also be opted in to advertise with Google Search Partners in your campaign network settings. To do so, go to the Settings tab of your campaign, and click Edit next to the Networks setting. Make sure the box next to Include Search Partners is checked.
Ads for Google Maps are just another powerful tool at your disposal. Why not take advantage of the opportunity to turn Google Maps users into new customers?