Creating a Paid Search Strategy for Tablets

By now, most of you have seen the report projecting that mobile internet use will exceed desktop internet use within the next five years.  Mobile use is continuing to grow at exponential rates and is also continuing to change the way businesses reach their customers.

Also, with the addition of the iPad and other tablet devices, smartphones are not the only major game changer in the mobile industry.  In 2010, sales of tablet computers reached 19.7 million and are expected to grow rapidly in the next several years.  iSuppli predicts that by 2015, tablet sales will be nearly 242.3 million.

Why is this so important to search marketing?

In a recent survey conducted by AdMob, 43% of tablet users stated that they use their tablet more than their desktop or laptop, and 41% more than their smartphone.  If users are spending more time on mobile devices rather than on their desktops, it only makes sense to target this audience.  With 78% of tablet owners using their tablets to search for information and 42% using it to shop online there are an abundance of opportunities to reach possible customers through your Pay-Per-Click efforts.

If you have not already done so, it is very important (and simple) to opt in to showing your ads on mobile devices.  The settings tab in Google AdWords allows you to opt in on all of your campaigns or only specific campaigns; it is up to you.  One thing to note, however, is that only standard text and image ads can be shown on some mobile devices.  In addition to opting in to showing your ads on mobile devices, creating campaigns dedicated to drive mobile traffic can be extremely beneficial as well.  Having a dedicated mobile campaign will allow you to modify your ads and cater to the wants and needs of these mobile users.   Also keep in mind that the bounce rate for mobile users is often high due to the fact that many landing pages are not optimized for mobile use, and the user does not want to be bothered with hard to navigate sites while on their mobile devices.

If you are considering beginning a mobile campaign or would like to expand a current campaign, using Google Analytics tracking is a must.  This will allow you to see the operating system, screen resolution, mobile carrier, browser and flash capabilities and more.  While some of this information may not seem relevant, it makes it much easier to target users with dedicated ads tailored for their device.

We all know that mobile internet usage is going to continue to thrive, and in order to stay ahead of the competition being competitive in this market is a must.  With over 20 million tablet users alone, there is a lot of traffic and conversions to be had, so make sure that you don’t get left behind.  Contact one of our Pay-Per-Click Experts to review your campaign!

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