Going Mobile with Pay-Per-Click Advertising

Going Mobile with Pay-Per-Click Advertising

When I wake up in the morning, the first thing I grab is my smartphone. As I lay down at night, the last thing I usually look at is my smartphone. As I go throughout the day, I am constantly pulling out my smartphone to observe and communicate with my friends and family on social websites. I am also looking at the weather, sports, reviews, products—the list goes on. Rarely do I go a few hours without pulling out my phone to check something. It is engaging, and I constantly want more innovative tools to help my day seem more organized.

If the average person is on his or her smartphone that much, how can we help those users see and recognize our businesses? The mobile world is growing so fast and companies must adapt to the mobile platform in order to grow with it.

Google made the following statement in their more recent articles about mobile advertising: “87% of marketers are planning to increase emphasis on mobile during 2013, and belief in the power of mobile is rapidly growing stronger.” This statistic is staggering. Business owners are just beginning to realize, now more than ever before, that they must have a focus on the mobile platform. Although many plan to use mobile pay-per-click (PPC) advertising, most business owners have not realized the full potential that can be found in mobile advertising and search engine optimization. Mobile advertising with great SEO is next big thing.

This last Christmas, my brother and I had been discussing ways that we could grow a company through PPC. He mentioned that Google was putting extra effort into making mobile advertising more effective for business owners. That comment sparked my interest, and I decided to do a test with the developing but powerful mobile advertising. I took basic seasonal keywords that would apply to any smartphone mobile user, “touch screen gloves.” This type of glove permits you to use the smartphone without having to remove your gloves. The advertising results were more than I had ever imagined.

How much is the cost-per-click?

Because most search engines do not have many advertisers using mobile ads just yet, the first thing I discovered was that the cost-per-click (CPC) was much lower with mobile ads. Search engines like Google are trying to fill their mobile inventory, so they are willing to sell it for much less CPC. The CPC for the keyword “touch screen gloves” was between 1.75 and 2.50 on regular desktop ads. The CPC of mobile ads were between 0.09 and 0.20 cents. That is a significant difference, especially during the Christmas season. Anyone who has participated in PPC knows that the cost-per-click rises during the holidays.

What position will my ads receive on Google?

Within one day, the visits to my landing page went through the roof. I quickly realized that Google was sending many more impressions to my mobile ads than my regular desktop ads. I was receiving first page position on all mobile ads and on the second or third page on regular ads. For about 80% less CPC, I was receiving about 98% more impressions.

What is the difference in click-through rates?

Last, but certainly not least, the click-through rate (CTR) was significantly higher on mobile ads. Through regular advertising, the CTR was 0.45% and on mobile advertising, the CTR was 0.85%. These numbers almost seemed too good to be true.

What are the difficulties with mobile PPC?

In order for you to convert mobile visits to your website into revenue, you will need to have a website that is optimized for mobile. If you send mobile users to a non-optimized standard desktop site, you will be offering a very negative experience. This will obviously not render results and affect your brand. SEO for mobile is very important.

Like any new product, it is destined to have constant changes. Google recently announced that they are trying to bridge the gap between mobile CPC and desktop CPC. This would obviously take away some of the incentive to use mobile advertising. To have success with mobile advertising, it is necessary to be aware of the changes that Google is constantly making. Find out more about these “enhanced campaigns” straight from the source: http://adwords.blogspot.com/2013/02/introducing-enhanced-campaigns.html

The question you have to ask yourself now is “Do I want to be ahead of the curve?” Mobile marketing is growing faster than ever before, and if you want to be involved or participate in this market, it is necessary to have a mobile presence. Therefore, it is very important to understand SEO and learn how to best modify the basics of your website so that you have a greater return. You can have some of the greatest ads on a PPC account, but if your site is not optimized, you will not receive the return you want. Some will postpone optimizing their site or contacting a SEO consulting company, but the day is coming in which business owners will have to optimize for mobile visits in order to compete.

The world is going mobile, and companies must go with it to continue to grow. If you have the desire to be one step ahead of your competitors, you will need to learn about mobile advertising and SEO. It is a way that we can engage smartphone users—like me—from the moment they wake up to the moment they go to sleep.

Colton Miller
[email protected]

Colton is the Director of SEO Strategy at Boostability testing and defining the products and processes that make Boostability's customers successful. He has been a part of Boostability for over 7 years. Colton loves hanging out with his family and gaming. He runs a personal blog over at www.coltonjmiller.com where he discusses gaming, life, and SEO.