Don’t you find it odd that most ‘marketing secrets’ these days are just common sense? It’s extremely rare that you stumble upon PPC marketing secrets that are actually secrets. Most of the PPC secrets out there have already been broadly adopted. By definition, this makes them the opposite of secrets.
In reality, many marketers do not actually understand the scope of paid advertising. Although 45% of small businesses are doing online advertising, most individuals are still confused with pay-per-click. If you are a marketer, you must certainly have some skills in PPC. Alternatively, perhaps you should have some basic understanding of it.
PPC Marketing Is All About Collecting Data
PPC market is also about tweaking strategies and re-testing new tactics in order to produce the most effective campaign imaginable. In today’s digital landscape, gathering data has become very simple. There are now myriads of platforms, tools as well as methods for harvesting data points surrounding the performance of a PPC marketing campaign.
Furthermore, there are more metrics than ever to analyse: cost-per-click, cost-per-acquisition, impressions as well as tonnes of other markers. However, with all this information close at hand, the question is now becoming, “How do we analyse all this data to help us focus on the challenges we face, the insights we need as well as the goals we aim to reach?”
While data can be an exceedingly fruitful commodity, if brands are not able to interpret the statistics accurately to cut through the noise, it’s all for naught.
Understand The Discrepancies Between Desktop And Mobile Search
The best PPC marketing campaigns are built with both desktop as well as mobile in mind, while understanding the fundamental differences.
Mobile Use Is Growing
People are spending escalating amounts of time on mobile devices. However, while mobile phones have gotten larger, individuals still browse the web very differently on their mobile phones as opposed to their desktops.
Users will consult their smartphones for quick access to particular information. Mobile users want the bullet points and not the novel. More complex, lengthy, or significant online tasks are still saved for the stationary comfort as well as the power of a desktop or laptop.
The Behaviour Of Mobile Users
One behaviour that PPC marketing experts see regularly is a mobile user who will discover a company by conducting a search, clicking on an ad as well as engaging on social media. The user will spend some time perusing the website or details regarding the business, and then leave, only to replicate their search on their desktop computer sometime later.
This time, rather than quickly bouncing, they convert. It’s shopper scouting. They go in, check things out, and then return to your business website later when they’re better ready to covert.
According to one study which was conducted recently, a full 37% of mobile users said that while they utilised their mobile device in order to do research, they still went to the desktop to make the purchase.
On average, desktop users stay on the website three times longer, view more web pages, and are less likely to bounce. It makes sense, considering the relatively brief – as well as easily abandoned – tasks individuals tend to do on their phones as opposed to the more complex or time-consuming tasks traditionally saved for desktop.
The trick of great PPC marketing campaigns is to change tactics based on device type. Optimising your mobile PPC advertising for users in the scouting stage of their buying journey is an excellent way to maximise both your usefulness to consumers (and thus your customer experience), and your mobile-boosted success metrics.
As useful as this is, it’s important in order to remember that the trend of shopper reconnaissance will not be as strong in various industries as opposed to others. For instance, businesses – like mortgage and loan companies, online educators, car dealerships, as well as other businesses with crucial or expensive products and services – can reasonably expect to see some shopper reconnaissance. Companies with products requiring less consideration time before purchase will not experience as large of a behaviour disconnect between their mobile and desktop PPC.
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