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Why Mobile Paid Search is on the Rise

19 Jan 2017

Mobile Paid Search: Up 134% from Last Year

While Google Search’s ad spending 20% increase of year over year growth is admirable, paid mobile search leads the pack. Paid mobile search has increased 134% since last year. More and more, business owners are becoming interested in why and how paid mobile search can work for them.

How Mobile Paid Search Works

Most Americans own a smartphone, and even more will in the future. Smartphone owners depend on their devices for everything, from ordering takeout to confirming addresses. As smartphones become more popular and necessary, so does mobile advertising.

Mobile paid search places image and text ads within normal search engine results. As users search mobile sites for one type of content, their eyes are drawn to ads touting similar types. The users may click on an ad or image, for which the site sponsor is paid. As the main site generates revenue, so do advertising sites and sponsors – increasing their own revenue.

Mobile paid search is similar to pay per click (PPC) campaigns but requires different strategies. Fortunately, the SEO trends of 2017 mean more people than ever before are interested in this search method.

Using the Right Category

To use mobile paid search to your advantage, you must know which categories to work with. Categories include paid and social search, shopping engines, and display advertising. Social search, for instance, uses social media channels along with mobile paid search to generate more site visits, clicks, and permanent customers.

A social media PPC campaign may be one of the most effective mobile paid search methods because so many people are on social media. You might be a local nutritionist who has written blog articles about child eating disorders for years. Maybe you’ve recently come across some information that will specifically help parents and kids in one demographic. You can post an article with the information on your social media channels. Then, you can use a paid mobile search campaign and pay for that section of your blog to appear on other sites. You can specify where you want your section to appear, ensuring readers’ eyes are drawn there.

Shopping engines are another popular paid mobile search option. People constantly compare prices, search for deals, and use coupons or other rewards. A shopping engine could do wonders for your products. If you sell a proprietary blend of herbal tea, let a shopping engine show customers your competitors’ prices. They can see the advantages and disadvantages right away. If a customer does make a purchase based on the shopping engine, he or she is likely to visit your site again.

Finally, you may want to try display advertising, which relies on banners and various forms of visual media. Display advertising appeals to the internet user’s need for visual stimulation. Display advertising is a great option for entrepreneurs whose businesses are hands-on, nonprofit organizations, or companies that sell visually stimulating products. If you run a humanitarian travel agency, a video display can show people exactly where you go, what you do, and why they want to choose you for their humanitarian efforts.

Making Mobile Search Successful

When numbers suggest that there is a 134% rise in anything, marketers should pay attention. When that number involves how people shop, it’s even more crucial. Being optimized for mobile can mean the difference between companies that survive and those that can’t keep up. Blockbuster is an old story, but it keeps coming up because the enterprise failed to see the changes that were right in front of them.

Make sure your product or service is marketed in such a way that mobilization is optimized. Once you’re sure, research mobile user intent and target your audience accordingly. Aim for short queries that can be easily typed into a device, and use multi- or omni-channeling to keep up with customer activity and purchases.

Contact Zero Gravity Marketing to see how mobile paid search can work for your business.