Pay-per-click and pay-per-call ads are distributed through the mobile channel.
AOL today launched its mobile search services, bringing Web search, comparison shopping, and Yellow Pages listings to Web-enabled mobile phones, smartphones and PDAs.
The service, in beta since July, lets users search via AOL Search, Pinpoint Shopping or AOL Yellow Pages. It is driven by technology from Israeli technology provider InfoGin. InfoGin automatically adapts search results and Web pages -- not just AOL's, but any Web page the user visits -- for browser-enabled mobile phones and devices.
Users will see ads similar to those they would see in their PC's Web browser, including paid search links from Google on AOL Search, and sponsored local listings on AOL Yellow Pages. The only difference would be in the number of ads shown, resulting from the translation of the page for a smaller screen.
"We're not planning on selling ads on mobile search separately. We're approaching this as adapting Web search for mobile, rather than reinventing it," said AOL spokesperson Krista Thomas.
Mobile AOL Yellow Pages are also enabled with AOL's pay-per-call ads from Ingenio, and integrated MapQuest maps. Users can place a call to those businesses with a pay-per-call ad, or get directions to the business with one click. It's the first major implementation of pay-per-call on the mobile platform.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!
Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.
Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.
With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT