How Smartphones Have Affected PPC Marketing
Smartphones have bypassed desktops and tabs to become the most used device for accessing the internet. The compact size and handy features of smartphones have encouraged more and more people to turn to this device for their online needs. No wonder, the boom in the use of smartphones have pushed the marketers in changing ways of PPC marketing.
Paid marketing has always been a prime promotional tool for online businesses in the search engines. However, over the past several years, marketers have increased their dexterity by changing ways of PPC marketing. The onset of social media and the ever increasing volume of online businesses have forced marketers into changing way of PPC marketing of their online businesses.
With the increasing use of smartphones and other mobile devices, marketers have realized the need of separating PPC campaigns for smartphones and desktops. The introduction of mobile search algorithms have further aggravated the need of PPC marketing.
Mobile optimization has become the key to success for marketers. They are looking for ways to enhance their online presence on mobile devices by changing ways of PPC marketing for their products and businesses.
Creating device specific campaigns
There are a number of electronic manufacturers making smartphones and mobile devices. On the other hand, the use of desktops although reduced, has not been eliminated entirely. Thus when marketers devise their paid campaign, they need to keep these specifics in mind.
Using device specific campaigns ensures that you can use device specific elements in your paid campaigns. For example, you can use snippets like “call now”, “buy now” or “get directions” when you optimize your paid campaign for smartphones. While for desktops, using elements like images or reviews are more common.
PPC marketing in the smartphone-age also encourages marketers to include device optimization by including added features specifically for that device. For example, you can optimize your device for Android or iPhone.
Using mobile-centric keywords
Keywords are the ultimate elements for search when it comes to paid search marketing. While keywords are essential in search, it is important to understand the difference between keywords used in desktops and that used in smartphones.
There is a keen diference in the keywords used in smartphones with that used in desktops. Keywords used for search on smartphones are often shorter, and more intently focused on a single product. Studies suggest that search made on smartphones tend to have a higher rate of conversion than that of desktops. Thus optimizing your product pages with correct content and keyword usage is essential if you want your page to appear in the search engine results page.
Make use of keyword suggestion tools to look for the accurate keywords that would enhance your chances for better visibility. As far as PPC marketing is concerned, these tools are primarily helpful to generate better conversion.
Optimizing the landing pages
As mentioned earlier, mobile search tends to generate a higher level of conversion than desktop searches. Thus, it is necessary for marketers to optimize the landing pages keeping the audience interest in focus.
Often clicks on a specific link for a certain product may lead the audience to an entirely different page. Situations like this only tend to aggravate the bounce-rate of such websites. Keeping the audience interested and engaged to your web page is of utmost importance. This called for changing ways of PPC marketing in the age of smartphones and tabs. While earlier the display ad link may lead to the website’s homepage, it is necessary now that the URL redirects the audience straight to product page. This would heighten the chances of a potential conversion.
Choose responsive ads over native
One great way to optimize your website’s presence across multiple devices, is using responsive ads. Unlike native ads that are specific for a particular device, responsive ads can be used for multiple platforms with varying screen dimensions. Responsive coding has played a crucial role in changing ways of PPC marketing. With its easy presence across all devices, marketers need not create separate ads for each device. A single ad is optimized to work on all kinds of devices, no matter the screen dimensions.
Paid ads have also made its way within applications that audience use in their smartphones. With more and more people using smartphones for their everyday activity, applications more popularly known as apps have become an essential part of smartphones.
Marketers too are aware of the high volume of download of such apps and thus are also using these as a platform to achieve their marketing agenda. With new apps being introduced everyday, no wonder the changing ways of PPC marketing is absolutely essential for surviving in the competitive world of the online market.
Promotion on smartphones and social media goes hand-in-hand. Social media networking sites are now a major platform for the promotion of online business. The increasing use of social media has had a major impact on PPC marketing in the recent times.
As social media turns to monetise its platforms with paid marketing, businesses too are leaving no stone unturned to make sure that their ads reach the target audience.
The sheer volume of audience that a marketer is able to reach through social media is one major reason why marketers are turning to this platform for their promotional campaign.