We’re seeing more changes to pay-per-click (PPC) advertising in 2014, include new optimization features designed to reach larger mobile audiences. When PPC marketing companies first introduced on-demand advertising, the concept of paying only for each attributed click was an immediate seller.
Changin’ times
Recent additions to Google AdWords and Bing Ads services are heightening the effectiveness of PPC ads. Expansion of online advertising to suit mobile device infrastructure, displays, and engagement has created a new space for PPC marketers to innovate design, content, and placement ideas.
When advertisers review conversions of visitors to their websites from PPC advertising, metric performance reports will likely reveal a significantly higher incursion of CPCs from mobile usage. Mobile users account for of online channel marketing performance.
Updated PPC advertising has the potential to generate exceptional levels of conversion if the assets of the ad spot are right.
The growth of the mobile market
Comfort with retargeting of PPC advertising is key to optimizing an on-demand campaign. The fact of no demand is an unmistakable indicator that conversion is not taking place, and it points to the built-in control element of PPC and its response mechanism in visitor clicks.
Bid adjustments to ad spots in retargeting strategies can enable an advertiser to optimize consumer marketing targets. Mobile customers are a major factor in capturing new audiences.
Without continuous review of PPC trends and elements that contribute to channel market performance, an advertiser may lose precious customer reach during a promotion or ongoing campaign.
What’s different about mobile
When you’re designing a mobile PPC advertising strategy, design of content suitable for smaller display management by PPC viewers is crucial. Creative ad changes are also the source of strategic control during an online marketing campaign.
That means that careful attention to the vitality and synergy of an ad spot relative to consumer segmentation targets, as well as technical portability, makes mobile advertising more challenging than a purely Internet-focused campaign strategy.
The interactive element of mobile devices, which are often used for game playing and other high-velocity engagements, makes them a dynamic yet volatile format for PPC destination. The upside is that special opportunities in the form of promotional offers and purchase incentives can be offered with hyper-engagement in mind.
Creation of an interactive landscape for hand-held engagement by smartphone and other device users, all in the context of an ad, offers a novel proposition to advertisers who seek the best approaches to stimulating customer interest.
The ultimate focus
Generating demand is primary goal of a PPC campaign. The rest is up to your marketing imagination. The use of call-to-action messaging in an on-demand ad spot signals potential customers that the opportunity or promotion is especially right for them.
Some PPC ad placement such as banner advertising is more costly, and that makes ad optimization for mobile an exceptionally important factor in the planning, design, and execution of an online marketing campaign. Dynamic ads, engagement ads, and semiotic statements can all, of course, be combined in a single mobile PPC advertising campaign.
Target the biggest audience with on-demand PPC.
