Mobile Advertising
Pay Per Click advertising has always been about creating vibrant, powerful, engaging, informative and cool messages that compel users to access the information they needed as quickly as possible, so that a purchase could be made as easily as possible.
What’s New?
What has changed dramatically is the way that users are now exposed to PPC ads, the technology used to engage with advertisers; and the speed at which users are now able to make a purchasing decision.
The mobile internet has changed the way businesses interact with consumers online. The effects of Desktop, Tablet & Smartphone devices are immense, especially the way advertisers can take advantage of the differences in technology in paid search.
Since the internet was made available to people in the comfort of their homes it has been used by retailers to build brand awareness. As time has passed, more and more retailers have been using the internet as a way to drive customers onto shop floors or to allow users to make purchases from the comfort of their own homes.
Desktop
For years the desktop/laptop computer at home or at work was the only way to access the internet and users where limited to making online purchases at home, at work or wherever an internet connection could be found.
Tablet
Over the last couple of years the tablet PC has made it easier to access the internet in a mobile fashion - however, in terms of internet use, the tablet can be used in a very similar way to a laptop PC. Tablets are typically used in the home or at work and because of their lightweight, slim design and long battery life they are really being used in the way in which laptops were meant to be used since their inception.
Smartphone
The emergence and variety of smartphones have created much more active consumers. These consumers now have internet access almost everywhere they go. Furthermore, smartphones are almost always switched on, and frequently connected to the internet.
Some figures from Comscore released in February 2012 shows why the mobile internet should be important to retailers:
- Towards the end of 2011, over 127.6 million US mobile users and 108 million European users consumed mobile media through their mobile browser or applications.
- In December 2011, 28.5 million mobile users accessed online retail content on their mobile devices, up 87% from the previous year and showing no signs of slowing in the year ahead.
- More than half of the U.S. smartphone population used their phone to perform retail-related activities while in a brick-and-mortar store, bridging the gap between the physical and digital worlds.
- 1 in 5 U.S. smartphone owners took a picture of a product while in store and nearly the same number texted or called family or friends about a specific product.
- Nearly 1 in 5 scanned a product barcode
- 12.1% of all smartphone owners used their phone to compare product prices while in a store.
- Finally, nearly 10 % used their device to find coupons or deals.
So what does all of this information mean to retailers?
Retailers have had time to understand the traditional internet consumer, however, mobile technology has created a new set of rules. Mobile has created a new type of user that wants information faster than ever, as well as a consumer that is ready to purchase immediately.
Thankfully search engines provide us with tools and facilities to help consumers find what they are looking for. The big question is whether or not some of the biggest retailers are making use of these new and exciting tools.
Because users are utilising different technology, brands really should be creating different campaigns based on the technology being used.
The Fundamentals Still Apply
Regardless of which platform brands advertise on, there are of course, fundamental rules that will always apply.
- Ensure the ads are highly relevant to the keyword
- Where possible have the keyword appear within ad-copy headline, body and display url
- Ensure the landing page is relevant to keyword and adcopy to achieve quality score
- Bidding highly on keywords to improve CTR and Quality Score
Desktop & Tablet Campaign Setup
Although desktop/laptop/tablet Computers are very different pieces of technology, they are in fact used in a very similar way by consumers. As a result, the set up campaigns for all of these devices would happen in a very similar way.
BUT we would still recommend setting up campaigns which separate tablet users from laptop/desktop. As tablet pc’s have a smaller screen, it is important to make sure your CPC’s are high enough for the ads to show above towards the top of search results. On a tablet PC if Your ad isn’t in the top 3, chances are it may fall beneath the fold and never be seen.
If you can have a separate call to action such as an offer or discount for tablet users you may find you increase your ctr and sales.
Smartphone Campaign
Smartphone users are extremely action orientated users. They are informed purchasers and they are willing and able to act fast! As such your campaigns should be set up to assist users take action and search engines have provided users with all of the tools necessary to make the most of mobile traffic.
Mobile ad extensions are a must! For example, click to call ads, local extensions, ad site links, competitive bidding and mobile orientated call-to-action. I’ll cover these in more detail next week so watch this space!
