Doesn’t it seem like every other day someone (yes, YOU Apple) is teasing us about the impending launch of their newest tablet? With all of the hooplah that surrounds these things, it’s no wonder that the business world has had a hard time taking these advanced Angry Birds gameplay platforms seriously. Well, apparently brands need to start realizing that the iPad etc. isn’t just a big screen gamer/hipster/musical “genius” platform anymore, despite the inordinate amount of PBR consumption that goes on in the lines that form to purchase these things. These tablets, and their smartphone cousins, are showing up in business big time lately!
Now, smartphones have a long and storied history within the business community. BlackBerry brought the world a device that no self respecting business person could ever be seen without. Their market share may have dropped off a bit, but BlackBerry is still the go-to phone for execs and business folk throughout the world. There’s a sweet little BlackBerry Curve sitting on my desk right now!
But, despite the fact that some smartphones have been firmly ingrained within the business psyche for some time now, brands really haven’t embraced the fact that their consumers are using these smartphones to search for goods and services and then using those same smartphones or tablets to complete the entire sales process.
That’s right folks! If I wanted to, I could pick up my BlackBerry, push a button, ask it to search for tickets from Traverse City to Chicago on American Airlines, click on one of the links that it provides, buy those tickets, check-in, pay for luggage and show up at the airport ready to roll; all without ever turning on a computer or making one phone call. Hell, I could even schedule a taxi to get me there. Or a limo. Yeah, I deserve a limo. Make it so BlackBerry.
Major business is happening on these lovely little mobile platforms and it is beginning to show.
According to Marin Software, 25% of Google’s paid search clicks will come from a mobile platform by December. This study goes even further, stating that Google’s current earnings from mobile paid search sits at around $2.5 billion. The projected earnings for 2016 are $20.7 billion. Allow me to state the obvious here: Paid search on mobile is where your brand needs to be. Today.
But, how does one go about getting a firm (and successful) foothold within the realm of PPC mobile marketing? You call Oneupweb.
What? I can’t end the blog like that? Not at all helpful? Full of ourselves? What did you just call me? That was completely uncalled for.
Fine.
Since I am an expert at the spoken and written word, but not much else (excluding craft brews and amazing third world travel – don’t knock it til you try it), I have, once again, turned to the amazing minds present here at Oneupweb to offer some insight into the world of mobile PPC marketing.
“Research indicates moms with young children are heavy smart phone users,” explains Oneupweb’s Director of PPC/Client Strategy Manager Vern Rowe. “Companies that sell to ‘soccer moms’ should be focused on expanding their use of mobile device based advertising. We’ve also had great success with our pet-centric clients in mobile.”
Vern goes on to say that many services oriented brands will undoubtedly benefit from mobile PPC marketing. The ease with which a brand can close a sale or schedule a service through a mobile device is mind boggling. For industries that center their business around such concepts to not partake in mobile marketing is, quite literally, a sign of certain insanity.
So, how will this work exactly?
“First, think audience demographic,” says Senior Client Success Specialist Steven Swaney. “What is your product/service and how does your target audience find information or make purchases? Also, time of day. During evening prime time, mobile devices are in full swing. Many brands would be well served to take advantage of that.”
“The other big thing is to run device campaigns as segments,” continues Steven. “Ad creative that may work on a desktop may not on mobile devices. By segmenting your campaigns you can manage each group separately, which improves performance and provides insight. Mobile also has capabilities that desktop may not (e.g., click-to-call ads).”
Rarely does an opportunity to provide such a close link between a call to action and the end of a conversion present itself with such ease, but, on mobile platforms, a call to action and a conversion can literally be one click and mere seconds apart.
What does this mean for your brand’s campaign?
“This means the addition of another layer in planning and executing PPC campaigns,” explains Vern. “The level of expertise required to get maximum benefit from a PPC campaign has increased – again.”
