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3 Reasons Companies Don't Have a Mobile PPC Ad Strategy

  |  March 6, 2012   |  Comments

How to overcome what may be holding you back.

I recently spoke on the topic of mobile PPC at the Online Marketing Summit in San Diego. In a room full of online marketers, I discovered not many companies have a mobile advertising strategy. Why is this the current state? I wanted to dive into a few reasons why this is occurring and how to overcome what may be holding you back.

"My Audience Is Not Mobile"

You may not be aware that the mobile market is growing. According to Pew Research Center, by 2015, there will be more than 7.1 billion mobile devices in use. It also says consumers are embracing tablets, with 4 percent of all adults owning this type of device. These numbers serve as a persuasive argument to adopt mobile sooner rather than later.

Many marketers aren't aware that they're currently getting mobile traffic to their site and conversions from mobile devices. It's easy to determine the mobile traffic reaching your site. In Google Analytics, simply select "mobile" under "audiences" in the left-hand navigation and you'll discover all sorts of interesting information. You can see how many visitors are from mobile, how long they stay, what kind of phone they use, or the service provider. If you add a secondary dimension, for example, keyword, you can see which keywords send traffic to the site via mobile. Powerful data.


In Google AdWords, a drop-down box for "segment" will lead you to select "devices" showing a break-out of performance data for computers to mobile devices to tablets. This will show if there is any activity around your keyword terms in mobile searches or in the Google Display Network. If there is some activity, consider breaking out mobile from the desktop computer campaigns.


"I Don't Know About My Options"

Getting into mobile PPC is not the easiest thing to do unless you're keeping up with the specifics of AdWords. AdWords offers several options to get up and running with mobile and these campaigns can work right within your AdWords account.

Simply create mobile-only campaigns and exclude mobile from the other campaigns in the account.


There are several options when it comes to ad placements to consider when planning your attack on mobile:

  • Search engine
  • Mobile display network
  • Mobile apps
  • YouTube

It's important to understand that people are searching a little differently on mobile, so be sure to tailor your keyword research accordingly.

"I Don't Have a Mobile Landing Page"

Since August 2011, Google has seen more than a 50 percent increase in the number of AdWords advertisers with mobile-optimized sites. A mobile-optimized site will not only help PPC, but organic searches and direct visitors as well. There are several best practices to consider when embarking on a new mobile landing page or mobile site:

  • Mobile users are often short on time, so design your site to load fast, easy to read, and stick to the content and features mobile users need most.
  • One of the top uses of mobile searches is consumers looking for local information, so have your address, maps, or store locator on the landing page.

  • Create larger buttons that are easy to press on touch screens, allowing room between buttons to reduce accidental clicks.
  • Make it easy to buy something or contact you by focusing on information that will aid conversion (i.e., product details) and reducing the number of steps needed to complete a transaction.

Mobile will only continue to grow bigger and better, so it's important to understand mobile trends and user behavior. Extending your current online advertising to mobile will help your business stay on the cutting-edge of technology, as well as consumers' growing needs.

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Lisa Raehsler

Lisa Raehsler is the founder and principal strategist at Big Click Co., an online advertising company and Google AdWords Certified Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. Lisa has led strategy on dozens of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients' search campaigns with ecommerce websites, behavioral targeting strategies, and web analytics. She has participated extensively in the local interactive community, as well as at national search engine marketing conferences. Lisa's recent speaking engagements include SES, OMS, MIMA, HeroConf, and SMX conferences, as well as numerous private and public training engagements. As a columnist for ClickZ and Search Engine Watch, she writes on the topic of paid search. Follow her on Twitter @LisaRocksSEM.

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