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With the dawn of the smart phone and tablet era, it was only a matter of time that online marketing services started adapting to the upcoming internet platforms. What has so far been the dominion of desktop based internet marketing services has now found ground in more convenient and more ‘mobile’ devices.
As a result, one of the trends that have caught the fancy of web advertisers is that of mobile PPC advertising. It is similar to normal pay per click advertising but on mobile devices. A PPC campaign for mobile devices draws a tangent from the more commonly used PPC model for desktops, only with slight tweaks. Such type of advertising is based on an understanding that since mobile communication will drive the day in the years to come, ensuring website visibility and online sales on mobile platforms makes much more sense.
Adapting to mobile internet is not exactly as difficult a task as it may be seen on first looks. It is simply about taking your existing PPC strategies and redesigning them to appeal to mobile internet users as well. For starters, web advertisers can set up an exclusive AdWords campaign for mobile devices. This is largely because there is a huge difference between objectives of desktop searchers as compared to mobile searchers. It can readily be assumed that people who search using their mobile devices are more likely to be instant gratification seekers. They are looking to get the necessary information and that too quickly as against desktop surfers who are more likely to devote time to going through in-depth information. Hence, it is important to be very selective while choosing the keywords for mobile PPC advertising.
Secondly, web advertisers can consider developing one or more landing pages compatible with various mobile devices for pay per click advertising on mobile devices. This is important because given the size and form of a mobile device, websites that are simple, use bold text, have easily clickable buttons, are properly encoded and provide to-the-point information are more likely to appeal to the average mobile web surfer. A website with small font text may have high ranking and a leading position on the search engine result page but for mobile internet users such a website is a hindrance to their cause, and they are more likely to exit it instantly. This further affirms the need to have smart websites and smarter PPC ads for smart mobile devices.
Sooner or later all web advertisers will have to start catering to the mobile internet user segment. Hence, it is better to start strategizing PPC campaigns keeping in mind both desktop web surfers as well as the emergent mobile web surfer segment.
Almost 50% of online shoppers are doing so, through their mobile devices. Mobile PPC Advertising will need to evolve rapidly and online advertisers will have to plan for the mobile invasion. Convonix is an internet marketing company expanding its pay per click services to the mobile platform for all its clients, and is among the first firms to tap into the mobile advertising market.
