5 Resources For Mobile PPC

Recently, I had the pleasure of appearing on my good friend David Szetela’s recently revived podcast, PPC Rockstars. We chatted about many things: my band geekiness, speculation on Google’s upcoming April 22 annoucement, and much more. You can check out the episode in the Webmaster Radio archives here (it should be live later today).

We talked a lot about mobile PPC and what advertisers should be doing with mobile. Listen to the episode for many of our expert tips. Here are a few additional resources that you can use to help you on your journey to mobile PPC success.

Generating Local Business Beyond the Click on Web Marketing Today. I wrote this piece geared toward small local businesses who think PPC is too expensive or too expansive for their business. Yes, local businesses can succeed with PPC! This article will show you how.

5 Critical Factors for Optimized Mobile PPC Targeting by Joe Kerschbaum over at Search Engine Watch. Joe offers a rundown of best practices for any mobile PPC advertiser.

B2B Search: It’s Time To Go Mobile by me, again at Search Engine Watch. I’ve found that many B2B advertiser have been slow to embrace mobile. This article talks about why B2B needs to get on board with mobile PPC.

Do Mobile PPC Ads Even Work? by Dan Shewan at WordStream. This info-packed post, complete with awesome screenshots and illustrations, shows exactly how to get your mobile ads to perform well.

If you haven’t gotten on the mobile PPC train yet, these articles are your ticket!

What about you? What are your favorite tips and success stories for mobile PPC? Share in the comments!

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PPC Campaigns on Mobile Devices – Good or Bad?

Yesterday afternoon, I listened to a Search Engine Watch Webcast presented by my good friend David Szetela from Clix Marketing entitled “Segmenting Your Way to PPC Success.” It was Part 2 of a 2-part series on advanced PPC segmenting, and it was highly informative, which I’ve come to expect from David.

I have to disagree with him on one point he made, though. He advised all Google PPC advertisers to opt out of showing their ads on mobile devices with full internet browsers. I don’t agree with that blanket statement. My take on this, as it usually is, is “test it.”

Most of our PPC clients get poor results from mobile devices, to be sure. However, it’s not true across the board. One of our clients is an apartment property management firm with properties in 10 states. This client makes extensive use of PPC to drive leads for apartment leases. And they get great results from mobile devices in Adwords.

To be specific, click-through rate for this client from mobile devices is 118% higher than click-through rate from computers. (And no, the client doesn’t use Content Network advertising, so CTR isn’t deflated by content impressions.) On top of that, conversion rate is 7% better on mobile devices than it is on computers, and the cost per conversion is better.

Of course, this seems logical to me, based on the client’s target market. Their apartment communities appeal to a young adult demographic, and young adults are more likely to use mobile internet browsing. Also, it seems logical that someone searching for an apartment may be out driving around an area looking at apartments – and using their mobile browser to conduct searches and contact properties – thus generating a lead.

This client would have lost low-cost conversions had they opted out of placing ads on mobile devices. Like I said, this isn’t true for most of our clients, but I think it’s worth testing.

Have you placed your PPC ads on mobile devices? What kind of results are you getting?

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