Paid Search Clicks or ‘Pay Per Click’ as an online advertising model has become an integral part of the sales and marketing strategy of many businesses. This has the advantage of positioning adverts where they are most likely to appeal to people interested in your services.
If a person browsing or searching the Internet uses a keyword that matches your own keyword list, or if they visit a site that displays related or relevant content, then your advertisement will be displayed. This is called a sponsored link or a sponsored ad.
Initially, PPC advertising was open to abuse and fraud from competitors or other malicious operators, but Google and other search engines have protected their model by developing automated systems that detect and prevent such attacks.
Going Mobile at the Speed of Light
Now, the world is going mobile, and researchers predict that a third of Paid Search Clicks will be activated on a mobile device by the end of 2013. This represents a jump from 10% at the beginning of 2012 – a staggering 300% increase in the space of two years. Marin Software, a US based software company analysing paid search campaigns globally, investigated a pool of approximately 2,000 companies. They concluded that mobile devices are now more often “at the heart of the modern shopper’s buying process”.
Is Your Website Mobile?
The implication for the SEO mobile website is that the websites now need to work well on the mobile devices that many of their potential customers are using. Zepper SEO says there’s a range of challenges for businesses wanting to adapt their websites for mobile use. It’s important that your mobile website is easy to use and attractive on a mobile device. If it’s ‘clunky’, difficult to read or navigate, and doesn’t allow your browsers to see the most important aspects of your business quickly and easily, you might actually drive customers away.
There are many issues to address, such as screen size, availability of types of pages such as Flash and other such issues. Mobile capabilities are moving so quickly, that this is an area where you must remain up to date, and ensure that your mobile website is also up to date.
For example, did you know that Google has now removed any distinction between tablets and desktop computers? However, Google still shows a distinction between smartphones and desktops/tablets when it comes to paid search adverts.
The best way to make sure you stay up to date is to have your website and your mobile website built by the same experts. Zepper SEO has this capability, and also recommends that you link this with your website and mobile web marketing search engine optimization strategies. This will ensure that you have an integrated strategy to attract customers. It will also help you to maximize your marketing dollar and give you a single point of accountability for your online marketing.
Zepper SEO offers a full web and mobile web design service, and can integrate this into a search engine optimization program that will assist you to see early and ongoing results from your online presence and marketing.