PPC | May 2, 2014

Why PPC and Mobile are a Match Made in Heaven

It doesn’t need saying that us Brits love our smartphones. According to research from Deloitte, 7 out of 10 people own a smartphoneAnd if you’re looking to advertise your site to mobile customers, there aren’t many better avenues than search. The stats speak for themselves:

  • 48% of mobile users start looking for things to buy on search engines
  • Mobile shoppers spend more than 5 hours a week researching on mobile sites and apps (Search Engine Journal)
  • Mobile searches will overtake desktop enquiries by 2015. (BIA/Kelsey)
  • 28% of mobile searches lead to a conversion in-store, on the phone or online
  • 65% of mobile searchers notice ads
  • 3 of 4 mobile searches result in a follow-up action
  • When people use mobile search to make a decision they are 51% more likely make a purchase
  • 59% of people find mobile ads useful
  • Shopping-related searches result in more follow-ups (Google Think Stats PDF)

So why paid search?

1: It’s dominant – and somewhat sneaky

Updates to the design of Google’s SERPs, replacing the yellow background with a white backdrop and small yellow ‘ad’ buttons, means that for many the difference between paid and organic, on the face of things at least, is becoming increasingly muddy.

Mobile PPC exacerbates this muddiness further. As you can see, a quick search for ‘cat insurance’ on the iPhone 5 reveals two PPC ads and just one organic result above the fold.

And a search on the Nexus 5 shows three paid ads and just one organic result above the fold,  The three ads look markedly similar – particularly on a 3 ½ inch screen.

Remember, research from Bunnyfoot showed that nearly half (41%) of survey participants were unaware that PPC adverts were ‘paid for’. Stuck in our online marketing bubble, it’s easy to forget that many people can’t tell the difference between an organic and paid search result.

More of than not, users will simply click on the most relevant search result. PPC means that your brand can be that result.

2 – It’s direct

Users love researching on mobile because it’s so simple. According to Google Think Insights, 81% of mobile enquiries happen because the searcher wants speed and convenience.

Therefore, if your paid ad can answer the searcher’s query in a quick, simple way, you’re in luck.

3 – It’s local

Mobile searches are predominantly made on the go. More than that, they’re often made locally.

This infographic by Fresh Egg says that four out of five people will use their smartphone in order to find local information, while according to Google’s Mobile Search Moments study, 40% of all mobile searches have local intent.

Like regular PPC, mobile paid advertising allows you to narrow down your ads geographically. So if you’re looking to bring people to specific locations, utilising offers and incentives through mobile PPC is a great way to do it .

Talk to us about mobile PPC today

If you’re looking to grow your enquiries and tap into an ever-growing mobile audience, you’ll want to incorporate paid advertising – or more of it. Chew the fat with our PPC team today.

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