Mobile PPC Tips for 2012

There was a time when the small business owner had never heard of Pay Per Click (PPC) advertising. But that soon changed and over the last couple of years, there has been a huge swell of small business owners advertising their local services etc via this advertising medium.

The dominant player in the market is of course Google, with their PPC offering: Google Adwords

Traditionally the average small business owner has been targeting potential customers whist they use Desktop search.

BUT all that is starting to change in 2012. Now Google is making a big push to make website owners create a Mobile friendly version of their websites, Mobile PPC is starting to appear on the radar of the small business owner.

And with good reason too. Mobile search is set to overtake Desktop search by the end of 2013, according to some experts.

Think Mobile PPC is not for you? Go and open your Analytics account, look at your traffic sources, slice your organic traffic with advanced segments and see how much traffic found your website using a mobile device. You should see that number growing each month!

So if you are advertising using Google Adwords, why would you want to miss out on a growing segment of traffic to your website?

So are there any differences with using Mobile PPC as opposed to Desktop PPC?

Well experience is showing there is not much difference at all!

Here are a 4 tips for Mobile PPC:

#1 – You HAVE to have a Mobile friendly website if you are going to run Mobile PPC. First of all it makes sense not to send mobile traffic to a webpage that they will then find hard to read. Secondly, Google is now penalising websites with more costly Mobile PPC campaigns if they do not have a Mobile friendly website!

#2 – Check your data. If it is telling you Mobile users are searching differently than Desktop searches then act accordingly. For instance extend your ads with location information if your Mobile search requests show users searching with “local” modifiers.

#3 – Mobile PPC campaigns for B2C businesses like eating out and tourism are performing well according to industry experts.

#4 – Mobile clicks are often still selling below market value as this is still such a new way to advertise. Depending on your industry you are possibly going to see higher conversions too.

Mobile PPC is now starting to move out of the “Early Adopter” phase in 2012, so don’t take too long to get involved!

If you need help in getting your Mobile friendly website up and running, give me a call/email – click here.

Kind Regards

Marc Liron