Do you remember when Pay Per Click (PPC) used to be a desktop only marketing tool? Until a few short years ago, several experts were even claiming that mobile was never going to take off. It is time to ask those reporters how they would like their crow prepared – because they are certainly eating it now.
Marin Software (one of the leading social marketing and search platform providers) released a report that focused on conversion trends, CPC, and paid click trends across the globe. The focus on the report labeled “The State of Mobile Search Advertising in the World,” was on mobile. Marin Software based the report on data from 2012 with search campaigns throughout 13 geographies, including Australia, Europe, China, the United Kingdom, and the United States.
photo by kevinpereira
The influence of mobile devices simply cannot be ignored – with tablets, smartphones, hybrid devices and other mobile options, it was time for paid search to be streamlined, especially in the PPC realm. And the development comes not a moment too soon; a recent report by Marin Software finds that mobile devices will account for a third of paid search clicks by the end of the year.
Until now, marketers were forced to manage multiple campaigns – ones that focused on PCs and laptop users while others focused on mobile devices.
Every single time “big changes,” as they relate to Google AdWords are announced, you can hear the SEO and PPC marketing community throughout the world hold their collective breath. That was no different when SproutMobi heard about the most recent Google announcement, which introduced Enhanced Campaigns, a new AdWords update.
This new update will combine separate mobile and desktop campaigns into a single campaign automatically, and place additional emphasis on simplifying campaign management across multiple devices. Ultimately, Google’s goal here is to increase mobile advertising adoption rates among both small and medium sized businesses.
For PPC Marketers or anyone advertising their business through Google Adwords, you are familiar with the concept of “Quality Scores” for your account. Higher quality scores can help lead to lower costs and better positions for your ads on Google Adwords. Quality scores are representative of how relevant your ads and landing pages are to a person searching for a specific keyword phrase. Tightly grouped ad groups with similar keywords, ads focused on the keyword being bid on, and landing pages matching user intent from the search, all help you to achieve higher quality scores.
One of the most important criteria in achieving high quality scores is the landing page experience, the page a person visits after clicking on your ad. Google Adwords makes it very clear on how you can improve a user’s landing page experience: Continue reading