If you’ve been following the changes in technology, you know that the mobile revolution is here. More and more people are using mobile devices, and they are using them for longer periods each day. That means marketing to mobile users is now essential. One technique that has great potential as a value for money marketing strategy is mobile pay per click (PPC) advertising. Here’s a roundup of some research that proves the point.
1. Smartphones offer the best CTR
A report on Search Engine Land charts the evolution of paid search in 2013. Mobile search grew strongly during the period, most likely because of the proliferation of mobile devices. Overall, Google reported a sharp decline in click through rates (CTR) throughout 2013, but this was most noticeable in desktop search where CTR fell by 27.1%. On tablets, there was a similar decline at 26.6%. Smartphones had the best performance with only a 19.3% in CTR.
The takeaway from this is that smartphones deliver the highest click through rate which makes it essential for any business to optimize the content for smartphone viewing. This is hardly surprising as we already know from previous Google research that smartphones are in the vanguard of mobile adoption and usage.
2. Mobile CPC is cost-effective
The Search Engine Land article also reveals interesting data on the cost per click (CPC) for mobile PPC campaigns. Mobile CPC is far lower than for desktop campaigns. The figures show that in the third quarter CPC on tablets fell to 2.3% below desktops while on smartphones the difference in CPC between desktops and smart phones was 11.2%. That means that if you’re running a pay per click campaign mobile devices are better bet for your budget.
3. Smartphone conversions are higher than expected
In the past, research has shown that conversions from smartphones are relatively low, making many marketers feel that running a mobile PPC campaign didn’t make sense. New research published in The Drum shows that there’s more to the story. It seems that the issue when measuring conversions is how the transaction is completed. As we know, while many people research purchases on their phones, they don’t always complete them there, and may make a phone call to the retail outlet to finalize the purchase.
That means in order to work out the true conversion value of smartphones you need to measure the calls and that’s exactly what this research did. It showed that taking phone calls into account meant that mobile conversion rates were three times higher. According to the figures, 1.3% of smart phone browsing resulted in a purchase when calls were taken into account compared with a 0.4% when they were not. It’s another reason to consider mobile PPC.
Despite the figures on CTR, no marketer can afford to ignore tablet users when starting a mobile PPC campaign. That’s because the number of tablet users is growing. In fact, Canalys predict that tablets will be half of the PC market by the end of 2014. What seals the deal for marketers is that the conversion rate on tablets is four times higher than on smartphones. Even though there are more smartphones than tablets, resulting in fewer screen views by tablets, the research showed a 4.16% conversion rate for tablets compared with 1.3% for smartphones.
What Marketers Need to Know about PPC
The bottom line is that marketers must take account of the mobile market when running PPC campaigns. Of course, the mobile market is complex because there are so many mobile devices with different levels of functionality. Jeff Allen of PPC Hero says that given the lower CPC and higher leads from mobile PPC campaigns, it’s a no-brainer to run one. He suggests that marketers use broad match keywords and use URLs that signal that users will be visiting a mobile-optimized site.
And since usability is one of the building blocks of great conversions, we recommend optimizing any content you expect users to visit, from landing pages to downloadable information. Help mobile users by providing content that works well on any screen size and making it easy for them to swipe, tap and gesture to accomplish key actions. Together, a mobile content marketing campaign and a mobile PPC campaign are a winning combination, helping you to build a relationship with mobile users and ensure high conversions time and again. As the number of mobile devices continues to rise, mobile PPC won’t be a niche, but a crucial way to reach potential customers. Start now, and you’ll be ahead of the game.