Mobile Marketing

The Future Of Mobile Advertising Is Here!

Did you know that 91% of smartphone users turn to their smartphone for ideas while doing a given task at least once a day? That may not surprise you as much as the idea that some of us suffer from a condition known as Nomophobia, which is the fear of being without mobile device, power source or service area.

People use their smartphone very often, and we as advertisers want to be in front of them with mobile advertising so we can win those moments that matter.

We can classify these advertising opportunities into 4 categories: See, Think, Do and Care.

Here is a table to help you understand what each of these advertising opportunities represents, what our advertising goal should be, examples of metrics to measure, and what type of medium to utilize to ensure our advertising goals are being met. [Read more…]

Why your Adwords program needs a mobile strategy now.

Earlier this year it was reported by both Search Engine Land and Search Engine Watch that mobile devices will account for 50% of paid search clicks by the end of 2015. This increasing transition from desktop searches to mobile searches will greatly affect your paid search campaign results as well as how you think about your Adwords program overall. Setting up a defined strategy to address the mobile user will allow your Adwords campaigns to outperform competitors and keep your lead generation efforts growing overtime. [Read more…]

Rich Snippets and Product Listing Ads

Rich Snippets and Product Listing Ads are ideas which can enhance the search experience for users shopping online. When someone types a query for a product, Google has enabled features both organic and paid which can highlight your product details, give more attention to your listings and ads and set your brand apart from other advertisers.
Rich Snippets

Rich Snippets are the few lines of text that appear under every search result in Google. They are designed to give users a sense for what’s on the page and why it’s relevant to their query. If Google understands the content on your pages, it can create these rich snippets, which provide detailed information intended to help users with specific queries. For example, the snippet for a restaurant might show the average review and price range; the snippet for a recipe page might show the total preparation time, a photo, and the recipe’s review rating; and the snippet for a music album could list songs along with a link to play each song. For the product advertiser, the goal of a product rich snippet is to provide users with additional information about a specific product, such as the product’s price, availability (whether product is in stock), and reviewer(s) ratings and commentary.These rich snippets help users recognize when your site is relevant to their search, and may result in more clicks to your pages.

You can optimize your product specific pages so they are more likely to appear with rich snippets by marking up your content with particular product and offer properties and description tags, preferable using the microdata format. Specifics can be found here.

Product Listing Ads or “PLA’s” are search ads that include richer product information, such as product image, price, and merchant name, without requiring additional keywords or ad text. Whenever a user enters a search query relevant to an item in your Google Merchant Center account, Google will automatically show the most relevant products along with the associated image, price and product name.

PLA

Product Listing Ads require a Google Merchant Center account and a feed set up with all of the products intended to be advertised. You then link the merchant and adwords accounts together from both tools to have access to the feed within Adwords. “PLA’s” do not use keywords and you can set offers or “promotions”, or test with none at all. You need to link in products from the feed using product attributes, for which Google provides a testing tool to make sure the product is being found in the feed. For some advertisers the competition to show as a “PLA” will be very high and you can increase the likelihood by using very specific product attributes to link from the merchant feed such as product ID.

Rich snippets and product listing ads require a bit more forethought and effort, however provide additional avenues to market products using organic and paid search. To gain a competitive edge with e-commerce, sometimes using every specifically designed tool can return extra benefits and be very rewarding.

Do your marketing campaigns address mobile users?

Chances are your customers have their mobile phones with them all day, every day and are increasingly using them as their primary communication device. Does your company use mobile to market to your customers? Are you missing out on connecting with your prospects using mobile because you don’t have a mobile strategy and are unsure how to get started?

Learn how to help your business get smart on mobile by downloading our mobile marketing white paper titled, 25 Reasons You Need a Mobile Marketing Strategy Today.

This white paper will answer the following mobile marketing questions:

1) Why is it important to start building mobile advertising campaigns?

2) Why is it crucial to have a mobile website?

3) What operating systems matter for mobile apps?

4) Why should you be optimizing for mobile in your search marketing campaigns?

5) Why are SMS and permission marketing some of the best mobile marketing techniques?

Just like social media, marketing to your mobile audience comes with its own best practices, technology and a very different set of rules to maximize engagement and participation. Download this white paper written by our Creative Director, Justin Barton, and VP of Account Services, Olivier Sartor, to see why mobile is an essential part of any marketing strategy.

The Mobile Marketing Race Is On

If you haven’t already launched a mobile website, implemented a mobile-specific marketing campaign or dabbled in mobile search advertising, what’s stopping you? It’s important to begin identifying your mobile market, what devices they are using to access your content and what works with your audience marketing via mobile. And the quickest way to get that information is by testing the waters with some simple campaigns like an email or Google pay-per-click (PPC) campaign optimized for mobile.

Did you know…

  • 97 million Americans use smart phones (this accounts for 42% of all mobile usage)
  • 1 out of 8 of your website visitors are on a mobile device and this is increasing quickly
  • Mobile searches were up 400% in 2011 and 9 out of 10 mobile users will take some immediate action from their device
  • Mobile purchases now account for around 15% of all online retail sales in the US
  • 2014 is the projected year where mobile users will outnumber desktop users and the majority of your sales leads will come from the mobile channel

You should consider these mobile users as your super customers and best opportunity prospects. Typically they are better educated, have more disposable income and are always “accessible, connected & on”.

Be careful not to neglect your “on the go” social media users either. More than 50% of Twitter users are on a mobile device. Be sure that your short links point to a mobile-optimized landing page if you’d like these users to easily take action and convert immediately. And make sure your web forms are mobile friendly to help those conversion rates. Also keep in mind that traffic from this group increases in the evening, posing an opportunity to interact with them outside of business hours and push unique promotions or offers.

Mobile devices will soon replace laptops for many users as their primary business tool. Why not be prepared? Not sure what steps to take? Visit our Mobile Marketing Services page or download Nowspeed’s 25 Reasons You Need a Mobile Marketing Strategy Today whitepaper for more information.