{"id":3871,"date":"2015-07-08T16:42:31","date_gmt":"2015-07-08T20:42:31","guid":{"rendered":"https:\/\/www.hellospark.ca\/?p=3871"},"modified":"2015-08-24T16:11:46","modified_gmt":"2015-08-24T20:11:46","slug":"invest-mobile-friendly-ppc-campaigns","status":"publish","type":"post","link":"https:\/\/www.hellospark.ca\/en-ca\/blog\/invest-mobile-friendly-ppc-campaigns\/","title":{"rendered":"Why You Should Invest In Mobile-Friendly PPC Campaigns"},"content":{"rendered":"

Remember Mobilegeddon<\/a>? Google’s big mobile update had SEO<\/a> teams all over the world prepared for the worst a few months ago. Although most businesses have made the (highly recommended) jump to mobile-friendly websites, many still haven’t invested in mobile-friendly PPC<\/a> campaigns.\u00a0We decided to sit down\u00a0with our friends at Google to\u00a0go over where\u00a0PPC is heading and how businesses can take advantage of mobile marketing. This is what we learned:<\/p>\n

2015 Was A Huge Year For Mobile<\/h2>\n

2015 is the first year in which mobile engagement actually surpassed desktop in the digital space. This trend is hardly surprising, but it does highlight that people are doing\u00a0more and more with their phones than ever before.<\/p>\n

\"mobile<\/a><\/p>\n

This trend has forced the hand of many companies to invest in mobile friendly websites and it shouldn’t be any different for their advertising campaigns.<\/p>\n

There’s More To Mobile Reporting Than You Think<\/h2>\n

\u201cBut our clients don\u2019t convert on mobile\u201d – that’s a common misconception based on the idea that\u00a0the value of a mobile campaign can only be attributed to traditional click-to-convert reporting. To gain accurate insight into the campaign\u2019s online value, a more complete attribution model needs to be implemented:<\/p>\n

\"attribution<\/a><\/p>\n

Micro-Moments Are A Thing Now<\/h2>\n

Once you have established an effective attribution model, it\u2019s now just a matter of putting together a strategy. You may have heard the term micro-moments. It\u2019s the new buzzword surrounding mobile and it’s an incredibly accurate one. We engage with our phone very differently than we used to, so advertisements need to be tailored to these adjustments – think about it. Here are just a few examples of some typical micro-moments:<\/p>\n

\"micromoments\"<\/a><\/p>\n

Mobile Is Changing The Buyer’s Journey<\/h2>\n

Just check out these numbers on how mobile devices affect the purchase journey – they\u2019re crazy high and prove that you need to always be present in the SERP, especially on a local level.<\/p>\n

\"mobile<\/a>

Mobile\u2019s Effect On The Purchase Journey<\/em><\/p><\/div>\n

Targeting On Mobile Is A Whole Different Ball Game<\/h2>\n

Now, how are we supposed to target these prospective clients with relevant ads that don\u2019t mess with their mobile experience, but complement it instead? This is where we need to set up mobile specific ads that are dimensionally targeted to the right time, place, and device with the right ad creative. There are a wide variety of creative types and each have their place to meet a marketing objective.<\/p>\n

\"Mobile<\/a>

Media Channels On Mobile<\/em><\/p><\/div>\n

Depending on your business goals and available resources, there’s a wide variety of different forms of advertising content\u00a0that can help you hit your objectives.\u00a0Each ad channel speaks to users in different stages of the mobile marketing funnel; it becomes a matter of evaluating your marketing mix and how you can maximize your share of voice across these channels to\u00a0gain the most revenue.<\/p>\n

Interested in finding out how valuable mobile can be for you business? Contact us to run a mobile investment test<\/a>. Our experts will:<\/p>\n

    \n
  1. Use industry data to show that target market is on mobile devices<\/li>\n
  2. Use organic traffic or benchmarks to set a starting mobile bid<\/li>\n
  3. Run mobile investment for 3-4 full purchase cycles<\/li>\n
  4. Run test until there are at least 20 conversions on both mobile\/desktop within the month<\/li>\n<\/ol>\n

    \"cro<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Remember Mobilegeddon? Google’s big mobile update had SEO teams all over the world prepared for the worst a few months ago. Although most businesses have made the (highly recommended) jump…","protected":false},"author":43,"featured_media":3878,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[490],"tags":[],"class_list":["post-3871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc-en-ca"],"_links":{"self":[{"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/posts\/3871","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/comments?post=3871"}],"version-history":[{"count":0,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/posts\/3871\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/media\/3878"}],"wp:attachment":[{"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/media?parent=3871"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/categories?post=3871"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/tags?post=3871"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}