Is AdWords New “Click to Text” Message Ad Extension the Next Big Thing?

 

click to text ad extension

AdWords recently debuted “Click to Text” or “Click to SMS” Message Extension, a new ad extension to help advertisers reach their mobile audience. For many advertisers, making the move to mobile PPC can allow them tap into a larger audience (over half of all search traffic comes from mobile devices) and create more focused campaigns. Mobile PPC campaigns can also be significantly more affordable than their desktop advertising counterparts. It should be no surprise that advertisers are hungry for new AdWords features that help them maximize their mobile PPC results.

We have written in the past about how call-only campaigns and “Click to Call” campaigns have huge potential to transform your PPC strategy. But will the new Message Extension have the same impact? Read on to learn more about “Click to Text” Message Extension and how you can leverage this new ad extension to give your mobile campaigns a boost.

Gain Full Engagement of Your Mobile Audience

Targeting your mobile audience effectively is a key part of running successful mobile search campaigns. Working with the device constraints and preferences of your audience can drastically improve lead generation and conversion rates. 30% of all online purchases happen on mobile phones. Additionally, up to 70% of mobile searchers have used “Click to Call” to reach out to companies with which they are interested in making a purchase.

But while mobile users devices account for a large percentage of web traffic and online purchases, they still have relatively high shopping cart abandonment rates — up to 84% of shopping carts are abandoned by mobile device users. This is in part because online buyer flows are oftentimes designed for desktop users, rather than catering to the unique constraints of the mobile experience, such as smaller screen sizes. Using mobile-specific ad extensions can help you create a more engaging purchasing experience for your mobile audience.

If you are not running mobile ad campaigns — and leveraging ad extensions to get the most out of those campaigns — your AdWords strategy is not working as hard as it could be. Leveraging the new messaging ad extension can help you add one more (significant) way for your audience to get in touch with you. This addition to your mobile PPC campaigns can help you ensure that your campaigns are reaching their fullest potential audience and that no potential customers fall through the cracks.

Provide a Lower Friction Way to Get in Touch with Your Business

Text messaging has become the lingua franca of smartphones. Studies and polls have shown that many consumers now prefer texting to making phone calls. By serving ads on mobile devices and providing a call to action that caters to user preferences, advertisers can meet their prospective buyers in a format that they are most likely to prefer and respond to.

Many prospective customers may be looking for low-commitment ways to ask questions and start a conversation with your business. Using “Click to Text” ad extensions can enable prospects to ask quick questions to see if your services mesh with their needs. This low-stress option can make them more likely to reach out and engage, even if they are not ready to make a purchase.  

Advantages of Breaking Away from the Phone Call CTAs

As with call-focused ads, using the new Messaging Extension gives people a way to get in touch directly with your business. But text messaging poses some unique advantages that may make it even more lucrative than call-only campaigns. For example, fielding SMS messages can be easier for you or your employees to manage answers. Because they do not require sustained one-on-one conversations, you can engage with multiple people at the same time.

Additionally, while you still need to answer text messages in a timely manner, you do not need to watch the phone quite as closely or risk missing calls. This flexibility can help you provide a better, more seamless experience for prospects who contact you.

Using AdWords Messaging Ad Extension

Getting started with AdWords Message Extension is simple. It can be found on Ad Extensions tab under “Message Extensions,” and can be set up at the campaign or ad group level. As with the “Click to Call” ad extension, you will want to take into consideration a few key factors. These include what phone number your leads will come into contact with, as well as what hours you will be available to respond to messages. Be sure to review our tips for improving call rates for call-only campaigns — they can also be applied to optimizing your message extension campaigns.  

Getting More Out of Your Mobile Campaigns with Webrageous

Webrageous’ team has been managing and optimizing mobile campaigns since AdWords introduced them. We have assisted many of our clients find success with mobile PPC, whether their goals are campaign optimization or expanding their overall brand reach. We can help you get the most value for your ad spend and take full advantage of mobile-focused AdWords features like “Click to Call” and “Click to Text” ad extensions.

To learn more about the value Webrageous can bring to your PPC campaigns, contact us today for a risk-free consultation. 

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How to Target Mobile PPC in Google Adwords

mobile ppc devices

If you had any doubts about the value of advertising to mobile device users, it’s time to start believing in mobile PPC. Tablets, smartphones and other mobile devices have become indispensable assets for both businesses and consumers. Traffic through mobile devices is taking up a larger and larger market share of PPC traffic. Mobile has now surpassed total desktop traffic, inching up to 51% of total media consumption in the US in 2015.

Savvy Advertisers are Adopting Mobile-First PPC Strategies

For some industries, focusing in on mobile PPC can help them tap a customer base more effectively. Desktop PPC ads can be prohibitively expensive, with some highly-sought after keywords costing over $100 per click. Additionally, with such a high amount of total online traffic going through mobile devices this year, advertisers who only use desktop PPC to promote their business can miss out on as much as half of potential customers. Many of our customers, especially law firms, are finding that their mobile PPC campaigns have a higher conversion rate and a lower CPC than desktop ads. By focusing on mobile PPC campaigns, they can avoid paying high prices to reach their marketing goals faster and more cheaply.

Targeting Mobile Users with Google AdWords

Because mobile advertising is a relatively new space, building a game plan to target mobile devices users can seem like a daunting endeavor. Here are a few tips for targeting mobile PPC users effectively with Google AdWords.

Focus Your Bidding Strategy on Mobile PPC

Unfortunately there’s no “all-in on mobile PPC” button on your AdWords dashboard. That doesn’t mean you can’t focus your ad spend on mobile devices, however. By using Bid Modifier, you can effectively push your ads towards mobile traffic and away from desktop viewers.

Use Bid Modifier to push your mobile bids close to the maximum limit of 300% to increase the amount of airtime your campaigns get on mobile PPC. You may also want to consider increasing your bid for location-specific ads, as mobile device users are likely to make location-based queries.

Optimize Ads for Mobile User Habits

In addition to adjusting your AdWords settings to serve more mobile ads, you should also adjust your new and existing ad copy and layout to work better for mobile users. While there are many ways to optimize your campaigns for a mobile format, here are key three things that you will absolutely need to consider.

Using Ad Extensions for more effective mobile ads.

Google has a wide range of AdWords extensions available. From “call now” buttons to built-in maps to your location, these plugins are the ideal way to pack valuable information into a small space. Using ad extensions can help you improve your conversion rate on mobile ads, and are customizable enough to work in a variety of situations. For more how to leverage this powerful mobile advertising tool, check out our article on how to use AdWords ad extensions effectively.

Optimize Your landing page layout for mobile.

Unless you’re relying solely on the “click to call” ad extension, your ads most likely link to landing pages. But if you’re simply directly mobile users to desktop-ready landing pages, you may not see great results from your mobile ads. The best mobile landing pages are short and cleanly designed, so they look great on smaller mobile screens. Any links or buttons on these pages should be clear and big enough to easily press with a finger. As with desktop landing pages, you may have to A/B test a few different layouts before you find one that works well for your customer base.

Edit your CTA for mobile-optimization.

Mobile users often conduct web searches in a different context than desktop users do. They may be searching on the go, in a loud environment. They are more likely to be looking for location-specific results. Mobile users also have the advantage of being able to call businesses without switching devices.  Adapt your CTA to anticipate their actions and react to their circumstances. You may want to test location specific CTAs (e.g. “Download your guide to Boston landmarks”) or device-specific CTAs (“Call us now to get your quote.”) to find out what works best for mobile audiences in your industry.

Cut down your landing page copy.

Additionally, laptop and desktop screens can handle lengthier landing pages, mobile screens are smaller and require shorter messaging. While you might be able to get away with a few extra sentences here and there on a desktop landing page, lengthy copy won’t increase your conversion rate for mobile PPC. If you’re converting existing campaigns for mobile PPC, be sure to cut down and rewrite copy to get your message across quickly and succinctly.

Taking on Mobile PPC with Webrageous

Developing a mobile-focused strategy can be a winning move for improving your PPC campaign returns. By working with Webrageous, you can make sure you’re getting the most you can from your mobile PPC campaigns. Our team of PPC managers has extensive experience working with mobile PPC campaigns, and can help you tap into the mobile-facing potential of your advertisements. Contact us today to learn more about how we can help you target mobile with Google AdWords.

Image Source: Blake Patterson, Flickr

Yahoo Gemini Isn’t a PPC Gamechanger. Here’s Why.

yahoo-gemini

In February 2014, Yahoo launched Gemini, a marketplace for mobile and native advertising on the Yahoo network. But while Yahoo has been a big name in tech for years, since its launch two years ago Gemini hasn’t exactly been making waves in the digital advertising industry. Here’s why Yahoo Gemini hasn’t been a game changer to PPC space, and what you should know if you’re considering launching ad campaigns via Gemini.

Yahoo Gemini: What is It?

Gemini is Yahoo’s mobile and search advertising marketplace. It allows advertisers to put brand-sponsored content in front of viewers in a way that’s optimized for mobile devices. Gemini’s focus is on native mobile advertising. Gemini display ads in a format that is more or less seamless with the look and feel of the site the ads appear on. As a result, Gemini isn’t quite a direct competitor with AdWords. Yahoo Gemini doesn’t replicate all of AdWords’ functionality. Instead, it realizes Yahoo’s new mobile-first strategy.

With around 550 million monthly users, Yahoo is an often overlooked advertising platform for reaching prospective customers. And since Yahoo’s advertising partnership with Microsoft (via Bing Ads) has been faltering in the past few years, it would seem that this segment of online traffic is wide open for advertisers. So why hasn’t Yahoo Gemini changed the digital advertising game?

Gemini is Not Integrated with Other Yahoo Advertising Products

While Tumblr and Flurry are somewhat integrated with Gemini, not all of Yahoo’s advertising offerings are accessible through Gemini.  As a result, Gemini doesn’t provide a strong, centralized portal for accessing Yahoo’s overall user base in a variety of formats. This decentralization can pose a problem for smaller businesses with more limited resources for digital ad management, since it requires them to manage ads on the Yahoo network from multiple places. For business owners and smaller companies who don’t have dedicated PPC managers, dedicating extra time to managing multiple advertising channels — especially less sure-fire ones like Gemini — can be a dealbreaker.

Yahoo Has Less Traffic Than Google

At the end of 2014, Google had a whopping 67% of all US web traffic, while Yahoo garnered only about 10%. Lower overall traffic means that Yahoo simply has a smaller audience to offer advertisers. Oftentimes, PPC advertising ends up being a numbers game; serve your ads to a large enough relevant audience, and you’re sure to get a few bites. Unfortunately for Yahoo, their lower traffic translates to a less lucrative advertising space. However, for those advertisers who do end up running ad campaigns on Gemini, the less-competitive space can lead to lower CPCs as well.

Want to Give Gemini a Try Anyway?

Still want to give Yahoo Gemini a shot? We recommend copying existing ad campaign details from an existing AdWords campaign, instead of building them out from scratch in Gemini. You’ll also want to adjust your bids for Gemini, as the platform tends to have a lower average CPC than AdWords. Ultimately, giving Gemini a test drive won’t do any harm, but if you’re working with a tight budget, the biggest risk will be in taking away critical resources from AdWords campaigns that are likely to perform much better.

Diversify Your PPC Campaigns with Webrageous

When all else is said and done, experimenting with different platforms such as Gemini and Bing Ads can be a good way to find untapped audiences and diversify your advertising strategy. But since there’s no centralized ad management platform or service to help you manage all your digital ads from one place, adding a new ad service like Gemini to the mix can be a time-consuming endeavor without a guaranteed payoff. For many companies, the potential for the small bump in business that might be gained from managing Gemini campaigns is likely not worth the effort, especially if they’re managing their own PPC campaigns.

Webrageous has the dedicated resources and the experience needed to run campaigns across multiple advertising platforms. We can run PPC campaigns more efficiently than any individual business could on their own. As a result, we can manage campaigns across multiple outlets for you to ensure that you’re getting the optimal results from your PPC campaigns. With Webrageous, you can explore and experiment with innovative and potentially lucrative PPC channels without feeling like you’re wasting your time. Contact us today for more information about how we can help you optimize your PPC campaigns now.

“Near Me”: How to Optimize Your PPC Campaigns for Local Search

local search results near me

While the Internet is a powerful tool for reaching a worldwide audience, one of the best ways for businesses to leverage digital advertising is to think locally. As the use of mobile devices becomes more prevalent, the ability to serve location-specific PPC ads is more relevant and beneficial to your business than ever. Google searches that include the phrase“near me” has nearly doubled since last year, and increased 34 times over since 2011. Most of these location-focused searches for goods and services come from mobile devices, making locally-focused, mobile-optimized PPC ad campaigns a great bet for businesses looking to grow their lead pool and reach a more focused audience. Whether you’re looking to boost business in a specific geographic area, or you simply want to take advantage of the browsing habits that many mobile searchers have adopted, running local search campaigns can be an effective way to increase your lead funnel.

The Benefits of Optimizing for Local Search

By optimizing your ads for “near me” searches, you’ll be able to improve the overall performance of your PPC ad campaigns. As many as 78% of local mobile searches result in an offline purchase. By focusing in on this highly active segment of PPC traffic, you’ll be able to decrease your wasted ad spend by reaching searchers who are primed for a purchase, and increase your CTR and conversion rate significantly. You’ll also be able to gauge where your business is most in-demand based on ad performance. This information allows you to hone in on specific markets and optimize your advertising efforts to where they’ll make the most significant impact. Convinced that it’s time to start honing in on local searches with your PPC campaigns? Here are some of our top tips for optimizing your PPC ads for local search.

How to Optimize Ads for Local Search

Use a Custom Blend of Localized and Nationwide Campaigns

If you’re using AdWords, setting up ad campaigns to target specific geographic locations is a relatively quick and simple process. However, the exact techniques you use to set up your campaigns may differ depending on your goals and how you want to manage your campaigns. The simplest way is to set up straightforward location-based ad campaigns. This type of campaign allows you to pinpoint very specific locations — such as neighborhoods and zip codes– but their granularity also requires a larger time investment and more careful maintenance. For businesses who are targeting a single location or small set of locations, this can be a very effective method. But if you want to cast a larger geographic net, managing a multitude of local campaigns may be overwhelming, especially if you’re managing your own campaigns. Another option is running nationwide ad campaigns and using location-based bid modifiers to adjust when and where your ads show up. However, this method gives advertisers far less specific control over their campaigns overall. For some businesses, a combination of both techniques can provide a good mix of granular and more generalized ad campaigns.

Be Precise with Location-Based Keywords

Your keywords should reflect the location you want to target, which can be as specific as you like. For instance, “Manhattan legal services” will help you hone in on an even more targeted audience and “New York legal services” would. Experiment with city and neighborhood names (and variations) to find what searchers are looking for. Additionally, make sure that your location information is correct and consistent. One study showed that having mismatched or incorrect location information for your business online can negatively affect the performance of your campaign overall.

Leverage Multiple Landing Pages for Multiple Locations

If you’re focusing in on more than one location, make sure that your landing pages are customized for the correct location. Customizing your landing pages by location helps to reinforce and confirm your brand’s relevance people searching for local businesses. Even simply swapping out bits of landing page copy to reflect the viewer’s location can have a big impact on your conversion rate — and going the extra mile and offering even more geographically specialized content can help improve ad performance even further.

Optimize Your Advertising Assets for Mobile Search

With over three-fourths of all location-based searches being conducted on mobile devices, optimizing your landing pages to be mobile-friendly is a critical part of ensuring that you don’t just get clicks, but conversions. Up to 40% of mobile browsers are likely to bounce if they land on pages that take more than just a few seconds to load, so your assets absolutely must be mobile-ready if you want them to perform well. Take the time to mobile-optimize your ads, landing pages, and any other assets that are a part of your digital marketing funnel to help keep prospects interested and moving towards a conversion.

Take Advantage of Location-Based AdWords Extensions

Be sure to take advantage of mobile ad extensions for AdWords — Google’s locationbased ad extensions allow you to display your business’s address, phone number, and map location and lets viewers see how close your business is to their location. Google reports that these extensions can give your ads as much as a 10% boost in CTR.

Getting from “Near Me” Searches to Conversion with Webrageous

Maintaining local search ad campaigns can be time-intensive, but running effective location-based PPC campaigns will help you attract more local business and take advantage of the growing trends in the mobile search habits of consumers. Webrageous can help you get the best results from your local search campaigns by setting up and maintaining your geotargeted campaigns. Our team of PPC experts has years of experience optimizing digital ad campaigns across a variety of industries and can help you hone in on potential customers that are searching for businesses like yours online. Contact us for a PPC consultation and we’ll get you started on the path to better advertising results today.

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Best Practices of Placing Your Call To Action on Your Mobile Landing Page

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No matter what industry you’re in, mobile advertising is most likely becoming one of the best ways to reach the optimal audience for your business. According to Google, as many as 93% of consumers use mobile devices to research or make purchases. If you’re not running mobile PPC campaigns, you’re probably not reaching your advertising dollar’s potential. But for those mobile PPC ads to perform well you have to have a strong, well-placed call to action.

Your call to action, or CTA, represents the “Do or Die” moment for your advertising campaigns. A well-written, well-placed CTA can help spur conversions and improve ad performance. However, a poorly executed CTA can deter otherwise willing prospects from converting when they reach your landing page. Here are 5 best practices for making sure that your mobile landing pages are optimized for conversion.

Make Your Ads Thumb-Friendly

A significant but often overlooked aspect of mobile marketing is recognizing that your audience is viewing ads in a different format than desktop browsers. Text sizes and links that fit just fine on desktop screens can be frustratingly tiny on mobile screens. Apple’s Human Interface Guidelines recommend touchscreen targets, such as CTA buttons, of at least 44×44 pixels, although a study at MIT found that the average mobile device user needs at least 45-57 pixel-wide targets to comfortable click buttons on touch screens.

Whether you measure your CTA buttons down to the last pixel or not, optimizing your CTA buttons for mobile users is critical to their performance. One of the easiest ways to gauge how user-friendly your ads are is to pull them up on a smartphone and test them yourself; if you have trouble pressing your call to action button, you can be sure that at least a portion of your target audience will have trouble as well.

Design Your Landing Page Around Your CTA

Your call to action has no business being shy — it is the focal point of a well-designed landing page, and it should be as easy to find and as clear as possible. On mobile ads, this often means big, bold text or a button, and (usually) above-the-fold placement. Test your page to make sure that it loads correctly and quickly. Over half of mobile users will abandon web pages that take longer than 3 seconds to load, so ensuring that your landing page isn’t cluttered up with slow-loading or visually distracting elements can help keep your audience’s focus where you want it to be. And remember: stick to only one call to action per landing page. A single, easy-to-recognize CTA that draws the eye should be effective enough on its own. Multiple CTAs will only distract and decrease the chances of a viewer taking action overall.

Keep Your Copy Short, Simple, and Specific

Small screens also mean you need to get your message across faster and more concisely than ever. Short, pithy copy is a must-have for your mobile call to action. Most consumers have seen generic CTAs thousands of times over, and these uninspired CTAs don’t provide any real incentive for readers to act. Focus on crafting your call to actions to be dynamic and action-focused to help boost your CTR. Alternatives to the tired “Click Here” and “Download” include phrases like “Shop Our Collection Now,” “Start Your Free Trial” or “Download Your Coupon Here.” If you cut down your text to the minimum needed to get your message across while keeping your language specific, you can make your intent clear to your audience.

Stay Above the Fold…Probably

When they first load your landing pages, what do your viewers see? Is there a clear focus and intention to the page, and an easy-to-find call to action? If your CTA isn’t visible from the moment your landing page loads, you might want to consider redesigning it. Users spend as much as 80% of their on-page time above the fold. If you want to guarantee that your call to action will have maximum viewing time, placing it above the fold is a fairly safe bet. However, although conventional wisdom holds that CTAs should be above the fold, many companies are finding that that isn’t always the case. As mobile device users become more accustomed to seeing long, scrolling web pages, the fold becomes a less significant barrier. The best way to find the best placement for your CTA is to test variations. Which leads us to the next best practice for placing CTAs…

Test, Test, Test!

We’ve discussed in previous posts how A/B testing is one of the best ways to improve your ad conversion rates. Everything from the color of your text to placement to buttons and links can impact how well your landing page performs overall. Testing variations of copy, layout, and other aspects of your landing page can help you hone in on what style, messaging, and CTA placement will resonate most with your customers. Advertisers who used a large number of landing pages variations generated as many as 12 times more leads than those who maintained only a few landing pages. And you don’t have to start churning out dozens of new landing pages to reap the benefits of A/B testing. Testing how simple changes to the placement of your CTA can have a big impact in the overall quality of your campaigns and can help boost your conversion rate significantly.

Make Your Call to Action Click with Webrageous

Mobile PPC advertising is still a young and evolving segment of online advertising, and it’s not uncommon for advertisers to make mistakes with their mobile campaigns as they venture into this lucrative space. Webrageous has been managing mobile PPC results since mobile advertising became available to marketers, and we’ve been honing our digital advertising strategies over the years to help our clients get the best possible results from their campaigns. If you’re interested in learning how Webrageous can help you improve and maintain your mobile PPC campaigns and boost your business, contact us today for a consultation.

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4 Common Mobile PPC Advertising Mistakes and How to Avoid Them

PPC mistakes

If you’re not currently seeing the results you want from your PPC campaigns, or are ready to take your digital advertising efforts to the next level, mobile PPC is an important step in growing your business’ online presence.  With over half of all search traffic coming from mobile devices, running mobile ads is rapidly becoming an essential component of successful digital advertising campaigns. Here at Webrageous, our clients have had immense success running mobile PPC campaigns, especially in industries for which the desktop PPC space is plagued by expensive CPCs and high competition for the best ad placement.

Advertiser Beware: Avoiding Common Mobile PPC Mistakes

Unfortunately, running successful mobile PPC campaigns isn’t as simple as turning on mobile for your existing desktop PPC campaigns. Mobile advertising is a whole different ballgame from traditional desktop advertising, and the best mobile PPC campaigns are those that capitalize on the unique advantages of the mobile space while accounting for its potential drawbacks. If you treat your mobile campaigns as just another branch of your desktop campaigns, you will most likely see poor results. But by taking a few steps to optimize your mobile PPC campaigns, you can see great returns on your mobile ad spend. Here are four common mistakes that advertisers often make when advertising on mobile, and how you can avoid them yourself.

Mistake #1: You Haven’t Written Mobile-Specific Ad Copy

While the character limits of mobile and desktop ads are technically the same, the way ads are displayed on each platform can impact the overall performance of your ad copy. Since mobile screens are smaller, your message on mobile platforms needs to be especially clear and to-the-point. It’s also important to craft CTAs specifically for mobile platforms.  For example, up to 70% of mobile device users will call a company directly from their device, which is not often an option for desktop and laptop searchers. Since mobile searchers are far more likely to make phone calls to your company when they’re browsing from their mobile device, well-written mobile ad copy often includes a phone call-oriented CTA. You can also combine pithy, relevant messaging with corresponding ad extensions such as the click-to-call extension to give your ad copy a bigger boost.

Mistake #2: You Direct Mobile Searchers to Desktop Landing Pages

As with ad copy, desktop landing pages are often customized to work best on larger screens. Unfortunately, the same elements that make for a high-converting landing page on desktop can kill its performance on mobile, as those large landing pages often look awful or load slowly on mobile. To make sure that your mobile viewers convert once they hit your landing page, make sure to optimize your mobile landing page for their screen size and capabilities — that means no Flash, no slow-loading images, and no tiny text.

Mobile landing pages should be short, sweet and straightforward. Keep text and images to a minimum to help viewers hone in on your core message and CTA. Above all, mobile landing pages should be thumb-friendly;  minimal input fields and large, easy-to-press buttons and links work great. We’ve found that a single, easy-to-act on CTA, such as pressing a large “Call Us Now” button, is the best way to ensure that mobile viewers convert.

Mistake #3: You Aren’t Taking Advantage of Mobile Ad Extensions

Ad extensions are a simple, easy and cost-effective way to drastically improve the performance of your mobile ad campaigns. These simple plugins add user-friendly functionality to your ads, and there are a wide variety of extensions available to achieve different purposes. For instance, you can add a Google Maps link to help customers find directions to your storefront. One in three searches on Google is local, and with as many as 78% of local mobile searches ending in a purchase, giving searchers the ability to find your store or office can garner great results. Another effective ad extension adds a “Call Now” button and your phone number to your ads, making it easy for mobile users to make calls directly to your business. No matter which ad extensions you use, they can help you make the most effective use of your advertising space and get the best returns possible from your mobile PPC campaigns.

Google is actively encouraging mobile advertisers to use ad extensions in their mobile ads. As a results, using ad extensions can also give your Quality Score a boost. This means that, in addition to providing great functionality to your ads, utilizing ad extensions can be an effective means of improving your ad placement and lowering your CPC on mobile.

Mistake #4: Your Analytics Aren’t Mobile-Focused

So you’ve got your mobile PPC campaigns up and running. But are you sure you’re measuring your results correctly? User behavior on mobile often differs from desktop browsing habits, and as a result mobile ads tend to perform somewhat differently than their desktop counterparts. For instance, studies have shown that the mobile CTR rate drops off 45% faster in lower positions than on desktop. If you’re used to thinking that lower ad positions are “good enough” on desktop, you’ll be putting yourself at a huge disadvantage when you venture into mobile PPC.

You can get better insight into the performance of your mobile ads by tracking them correctly. We recommend you always segment out your mobile and desktop campaigns in Google Analytics so you can understand your mobile ads performance more accurately. Taking into account mobile-focused metrics that matter to your business — such as phone call conversions — is another significant part of developing good mobile analytics practices. Learning how to measure and react to your mobile campaigns’ performance takes time and knowledge.

Get Expert Mobile PPC Campaign Management

A PPC strategy that doesn’t include mobile ads is an incomplete one. Make sure that your strategy is strong and successful by implementing mobile ads. Webrageous has years of experience developing effective paid search marketing strategies and has been helping companies optimize their mobile PPC campaigns since mobile first became available to advertisers. Contact us today and learn more about how Webrageous can help you develop your PPC strategy to get the best results for your organization.

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Best Practices for Running Call Only Ad Campaigns

With smartphones becoming more and more pervasive in many people’s lives, consumers often look for ways to get in touch with the businesses they’re interested in as quickly as possible. Studies indicate that when given the option to call, up to 70% of searchers on mobile devices will call a business directly from their phone. Earlier this year Google launched the option to run call only PPC campaigns with Adwords. This highly specific ad type provides businesses with a way to encourage direct interactions with customers. If your business’ ultimate objective for your PPC ads is getting prospective customers and clients to call you, then call only ad campaigns can help you connect with customers more effectively.  However, these ad types require some special considerations in order to perform at their peak. If you’re considering launching a call only campaign, here’s what you need to know to make sure your PPC performance meets its potential and keeps your phone ringing regularly.

The Challenges and Benefits of Call Only Campaigns

60 day free trial of AdWords PPC managementUnlike traditional text-based PPC ads, call only ads feature your phone number, a business description and a prominent “call now” button. They’re formatted to work best on mobile devices and are a great option for businesses who value phone calls over website clicks. Call only campaigns can be a great asset to your mobile PPC campaigns — one study by Invoca showed that ads that featured prominent phone numbers had a 250% increase to their average click/call rate.

One highly unfortunate policy is advertisers being charged if someone clicks on the ad but then is presented with the confirmation that they really want to call that advertiser. If the user abandons at this point and never initiates to call the advertiser is still charged! This is grossly unfair in my opinion. Even still, click to call still works great.

Click to call seems to work best when people really want to call and talk to a live person. For example, our personal injury attorneys do extremely well. Imagine you have had a car accident. You don’t want to fill out a contact form on your tiny mobile screen when you are waiting for the police on the side of the highway after someone just rear-ended you. You just want to talk to an attorney. The cost per lead for personal injury attorneys is fabulous with click to call. It wasn’t working quite as well for one of our clients were it’s a much more visual service. Without seeing some types of products or services you just won’t be able to convert callers successfully.

Unfortunately, call only campaigns aren’t always quite the magic bullet they might seem to be. After switching to call only campaigns, you’re likely to notice a higher CPC than you paid with simple text ads. They can also have a lower CTR rate, as they don’t emphasize site visits as much as their traditional alternatives. However, despite these challenges, a well-managed call only PPC campaign can garner great results for your business in ways that count. Follow these best practices for creating call only campaigns that can help you boost your CTR without running your PPC budget into the ground.

Best Practices for Call Only PPC Campaigns that Convert

1. Don’t Rely On Broad Match Keywords

To get the most out of your call only campaigns, you need to be sure that your ads are reaching highly qualified viewers. Broad match keywords can be a great tool for casting a wide advertising net, but they don’t work as well when you want to hone in on your best prospects. Broad match modifier, exact match, and phrase match keywords can bring much better results for call only campaigns. We’ve also found that carefully cultivating a list of negative keywords based on research can help you cut the fat and ensure that your ads aren’t served in the wrong context. As a result, you can be sure that your ads are reaching a qualified audience that is more likely to convert.

2. Run Call Only Ads During Business Hours

If your CTA involves a phone call to your office and you aren’t there to pick up the phone when prospects do call, your ad campaigns will be for nothing. Since call only ads are inherently time-dependent, it’s important that prospects see your ads when you’re ready to speak with them. Adwords lets you select ranges of time when you want your ads to run, so you can make sure that your ads are served during business hours. That way when those calls come in, you’ll ready to answer them. You can also set up call forwarding with Adwords to make sure that callers can reach you easily whether you’re on the go or in the office.

3. Track Call Length at the Keyword Level

We use callrail.com and have had great success tracking at the keyword level to see which keywords generate longer calls. Usually longer calls indicate better quality calls. Here is an example from a weekly report we sent to one of our bankruptcy attorney clients:

4. Include a Targeted CTA

Including a CTA that is tailored to your target objective can help ensure that prospects take action. For call only campaigns, that means crafting action-oriented CTAs that help inspire searchers to call you, such as “Call Now for Free Consultation,” “Free Case Evaluation Call Now,” or “We Are Ready to Help — Call Now.” With a clear CTA you’ll have a better chance of getting great results from your call only campaigns.

5. Improve Your Quality Score

One of the potential downsides of call only campaigns is that they can have a high CPC. As with traditional text ads, you can help keep high CPCs at bay by improving your Quality Score. Unfortunately, since your phone number takes up the headline in call only ads, you can’t optimize by putting a keyword in the headline. However, you can include keywords in your display URL and description. As an added benefit, improving your Quality Score also helps improve your overall CTR, giving you better results for your campaign efforts. There are a variety of other ways to improve your Quality Score — if you’re interested in getting your Quality Score as high as possible, Webrageous’ PPC team can help you find and eliminate weaknesses to help you hit your CTR goals.

6. Aim for the Top 2 Positions

It’s well established that the higher your ads rank, the better they’ll perform. Ads in the first position on Google search results grab up as much as 33% of search traffic, with the performance of each position below that degrading dramatically. This is especially true for mobile ads, where limited screen space means less room to make an impression. With only 1-3 ad spots available for mobile search, we suggest that you make it a priority to get in the top two ad positions.  Aim as high as you can and adjust your bids as needed to be in those positions and get more clicks.

6. Get your Settings Right

It should be easier to get the settings right. There are a few curveballs you need to be aware of.

  1. Don’t forget to pause (or not have any) regular ads in a call only campaign. Otherwise the regular ads will show most of the time instead of the call only ads.
  2. In the settings tab make sure the settings look like this:3. Check out your ads tab and make sure things look like this:

Getting the Most Out of Call Only Ad Campaigns

60 day free trial of AdWords PPC managementUsed correctly, call only PPC campaigns can be a highly effective and profitable tool to add to your advertising arsenal. But without experience, they can be an expensive and time-consuming drain on your resources. Be sure that you’re getting the very best results possible from your call only ad campaigns by letting Webrageous manage them for you. Our team has years of experience managing campaigns with Adwords and can navigate the challenging call-only space for you. Call Webrageous today at 800-645-9521 to see how we can bring you the results you want from your digital advertising campaigns. And don’t forget to check out our 60 day risk-free trial page. No other PPC management company we are aware of in the industry has this unique and generous offer.

 

Savvy Legal Professionals are Choosing Mobile PPC Over Desktop Ads — Here’s Why They’re Making the Right Move

mobile ppc

How much was your online ad spend last month? If you’re in the legal industry, it was likely pretty high. Did you see the results you wanted from your campaigns, or were you left with lingering doubts that you might have wasted your ad spend? Digital ad campaigns can be a highly effective method of building an online presence for your law firm and connecting with clients who need your services. But while PPC campaigns can successfully generate business for your firm, they can also be costly and ineffective when they aren’t implemented appropriately. We’ve found that law firms that focus their efforts on mobile ad campaigns can see much better results for their efforts, without breaking the bank.

The Problem with Desktop Ads

If you already have some experience with search advertising, it shouldn’t be any surprise that bidding on legal industry keywords can be expensive. In fact, when it comes to desktop PPC ads, legal industry keywords consistently rank among the most expensive keywords available. This is especially true for desktop advertising. If you thought that you might fare better on Bing, guess again.

The legal industry is a healthy, highly profitable space right now, and many law firms are rushing to build a digital presence and reap the benefits of running a successful PPC ad campaign. But desktop advertising for the legal industry is so competitive that it can be extremely challenging to get the exposure you want at a price point that fits your budget.

Switching to Mobile PPC: A Better Solution for Legal Professionals

The truth is, those big-ticket keywords on desktop ads aren’t necessarily going to be your best bet for getting more business. If you want your ad campaigns to translate to conversions, you need to focus on finding the right audience for your ads. Mobile devices now account for over half of the total browsing time in the U.S., making mobile users a lucrative but still largely untapped market for online advertisers. Because of the aggressive climate of desktop searches, we recommend that our legal industry clients explore mobile search ads as an alternative to traditional desktop campaigns.

Our Clients’ Results: Better Performance for Legal Industry with Mobile Ads

Webrageous has extensive experience managing PPC accounts for law firms, we’ve seen great results with mobile ad campaigns for our clients. If you’re still weighing the merits of desktop vs. mobile ads, here are some of the key takeaways from our legal industry clients’ campaign performance that might change your mind.

1. Mobile Ads Have Better Visibility

We’ve already mentioned that running mobile ad campaigns can help you reach a previously untapped audience of mobile users. But you’re also more likely to score better ad placement with a well-implemented mobile ad campaign. When it comes to ad performance, position matters. Over the past year, the average desktop ad ranking for our clients within the legal profession was 3.2. For mobile ads in the same industry, our average ranking was 1.5.

It’s important to remember that for every position your ads drop, you’ll likely to see a dramatic decrease in CTR. Better ad placement will help you improve your CTR. Since you’re more likely to score those top positions on mobile, you’ll have much more success overall by focusing on mobile ad campaigns.

2. Mobile Ads Convert More Effectively

Mobile ads simply tend to perform better. We’ve seen that mobile ads convert significantly better for our legal industry clients. While our desktop conversion rates generally hover between 2% to 5% — a range that conventional wisdom holds is a respectably successful conversion rate — our mobile ads averaged nearly 25% conversion rate in 2015. Well-designed mobile ads usually include a CTA specific to mobile devices, such as a phone number for users to call. Since users can easily contact your firm without switching devices or leaving their browser window, they’re more likely to actually call you when they see your ad on a mobile platform.

3. Mobile Ads Have a Lower Cost Per Conversion

Perhaps the most compelling argument for mobile advertising is a financial one. Because mobile advertising is a relatively new space, keyword bidding for mobile isn’t nearly as costly as it is for its desktop counterpart. This makes mobile advertising a prime platform for law firms to build an online presence and see the best possible return on their advertising spend.

Because mobile ads tend to have better visibility and a more compelling CTA, you’re much more likely to see positive returns on your ad spend on mobile. Our clients have experienced great ROI with their mobile PPC campaigns. When it comes to stretching the reach of your advertising dollar, mobile PPC is clearly the way to go.

Ready to Get Started with Mobile PPC?

Getting the right exposure can be challenging, especially if you don’t have extensive experience running search ad campaigns. If you’re not seeing the results you need to stay competitive, you may need a PPC overhaul. Webrageous has years of experience helping legal professionals achieve the ROI they want from their online advertising campaigns. No matter what your advertising goals are, we can help you develop a strategy that fits your budget and helps you see better results.

Image Source: Pixabay

Why Mobile PPC is Where Your Ad Spend Needs to Be

mobile ppc

Advertisers are often wary of mobile ads, but as mobile devices continue to constitute a larger and larger chunk to users’ browsing time, it’s become clear that running mobile ad campaigns should be a central component of your digital advertising strategy. Webrageous has seen great results with well-implemented mobile PPC strategies, and we’ve found that the best mobile advertising campaigns share a few key aspects.  If you’re not happy with the results you’re seeing from your current ad campaigns, it might be time to seriously consider a mobile-focused approach.

 

A New Market with A Huge Audience Share

Desktop PPC is expensive. The average CPC for AdWords keywords in the U.S. is between $1-$2, but in the most competitive markets, including the legal and insurance industries, top keywords can skyrocket as high as $50 per click. Because search advertising is a well-established, highly competitive market — Google rakes in $44 billion in ad revenue annually — running a successful desktop PPC ad campaign can eat up a significant chunk of your time, money and energy. With the financial stakes so high, finding ways to minimize the cost and maximize the success of ad campaigns is critical.

 

While desktop PPC is a somewhat saturated market, mobile PPC is still a relatively untapped resource for advertisers. People are using mobile devices more and more; in 2014 we hit the mobile tipping point when web traffic from mobile devices surpassed that on desktop. Simply put, if you’re not targeting mobile users with your ad campaigns, you could be missing out on a huge portion of your audience. But despite the fact that over 51% of  search traffic now comes from mobile devices, only 20% of Google’s advertising profits comes from mobile PPC ads. By focusing on optimizing your mobile PPC campaigns, you can take full advantage of this developing advertising space.

 

Developing Mobile PPC Ad Campaigns that Convert

Smarter Bidding Strategies for Mobile Ads

We’ve found that an effective way to optimize mobile ads starts with increasing bid modifier for mobile to focus bidding on mobile PPC and reduce desktop positions. Unlike the old days where you could just turn off desktop or mobile ads at will, Google doesn’t let advertisers go “all-in” with only desktop or mobile. As it stands right now, AdWords only allows advertisers to increase desktop bids by 300% for mobile. Conversely, advertisers can only reduce mobile bids by 90%, although this effectively “turns off” mobile ads. Your bidding strategy for mobile will make or break the success of your mobile PPC campaign, so it’s important that you maximize your mobile bids without wasting money on desktop ads.

 

To help maximize the mobile exposure your ads get, we have to work within the constraints of the AdWords system. We’ve found that a good approach is to take bids to the edge of that 300% limit for mobile. If we then pull back the base bids, we can reduce desktop exposure while simultaneously increasing the bid modifier for mobile. While it’s a tricky move to pull off correctly, our clients have seen a lot of success using this strategy.

 

Mobile-Optimized Landing Pages are Critical

It’s not enough to just start serving the same ads you’ve used for desktop on mobile PPC campaigns. Savvy mobile advertisers know that users on mobile devices have their own specific preferences and needs, so it’s important to be aware of the advantages and limitations of the mobile space to get the most out of your campaigns. For example, you may want to change your call to action to be mobile-specific. While desktop audiences have large screens, multiple browser windows and lots of storage space to work with, mobile device users have screen size, memory and attention limitations. However, they also have the ability to call you without switching devices. A CTA asking users to download a hefty whitepaper might work well on a desktop, but people using their smartphones to browse may respond better to a request to call you for more information.

 

Having a well-designed, mobile-optimized landing page is another critical part of getting a good CTR. A clean, easy to read layout and finger-friendly buttons make mobile landing pages more inviting. Poor load time can also be a major conversion killer. As many as 60% of mobile users wait 3 seconds or less for pages to load before moving on. Make sure that your mobile landing page is free of Flash elements and fussy graphics, which can slow down your load time, so your readers can get the information they want as quickly as possible.

 

Using Ad Extensions for Higher Quality Score

In addition to optimizing the look and feel of your ads for mobile, you should consider utilizing any relevant ad extensions for your mobile campaigns. These extensions let you embed information such as the location of your business or a handy “call” button directly into your ads. The format of these extensions is meant to be as user-friendly as possible, and because Google wants advertisers to use them, they’re incentivizing their use. When you use ad extensions, Google bumps up your quality score, which can lead to a lower average CPC and a better conversion rate in the long run.

 

Mobile PPC: A Smarter Approach with Big Potential Payoffs

We’ve seen great results with this method of mobile PPC advertising. But because optimizing mobile landing pages and executing mobile-focused bidding strategies can be more complex, running successful mobile PPC campaigns requires a watchful eye and experienced hand. Despite its growth, mobile PPC is still an evolving space within online advertising, and it’s all too easy to make the wrong move. Webrageous can provide years of expert management of PPC campaigns to help you get the most out of your online advertising spend.

Image Source: Pixabay

The Latest Trends in Successful Mobile PPC Campaigns

When embarking on a new pay-per-click campaign, most marketers still turn to the web as a first resort. These days, the old ways are shortsighted; mobile searches are increasing an average of 400% each year, now accounting for 50% of total searches. If you’re not running mobile PPC campaigns, you’re missing a gigantic opportunity for growth.

 

By 2015, it’s estimated that marketers will spend over $4.39 billion dollars on mobile advertising. It’s not too late to get in the game as a front-runner, but you need to act now. Most folks resist jumping on the mobile trend out of overwhelm and confusion; don’t let that prevent you from capitalizing on the fastest growing audience in digital marketing.

 

Is Mobile PPC Right for Every Business?

Yes and no. Any company that has a web presence can benefit from a well-executed mobile campaign, but some businesses simply can’t afford to leave small screens off their radar. Here are the ideal company attributes for mobile PPC:

  • Short sales cycle
  • Physical storefront
  • Responsive website, or separate mobile site

It’s obviously not wise to launch a mobile PPC campaign if your site itself is not yet mobile friendly. As a first step, ensure customers can access your site and content effectively on their small screens. Next, do not assume that the efforts you launch on the web are applicable in mobile too. This is not a one-size-fits-all undertaking; make sure you educate yourself on current mobile PPC trends and note how the spaces differ. Follow the tips below and you’re well on your way to a triumphant mobile campaign!

 

Elements of Successful Mobile Landing Pages

You obviously need an intelligently designed landing page for your ads to point to; here are the essential components that must be present:

  • Easy to navigate content with text that is readable on the smallest of smartphone screens
  • Mobile-friendly links and related navigation
  • If you have a physical storefront, ensure your address and contact information is present and clear; this will aid in your overall SEO efforts
  • Clearly articulate and display your preferred method of contact. Remember that mobile users can click your number to instantly call you. You can also set up email or contact forms for mobile devices too; just make sure it’s obvious how users can contact you to learn more.
  • Double check that NO ZOOMING is required for usability
  • And most importantly, get to the point of your messaging straight away. Mobile users have a miniscule attention span; you must engage them clearly and quickly to see stellar results.

 

Setting Up the Perfect Mobile PPC Campaigns

Just like web-based PPC campaigns, the set-up is crucial to success. Take your time with this stage and double check every segment, otherwise you risk a lot of wasted time and money. For best results, trust a professional PPC manager, as these are tricky tasks indeed.
 
If you’re going it alone, here are the main points to consider:

  • As mentioned before, don’t ever launch a traditional PPC campaign concurrently on mobile devices. A separate mobile campaign is essential.
  • Additionally, you’ll want a separate campaign for all major devices, like Android, iPhone, and tablets

Getting your settings right is paramount too; here are some tips for the four main ones:

  1. Network settings: Out of the gate, the best option is to focus on the search network, rather than venture into the display network
  2. Location targeting: Go for the gold here and be as targeted as possible. This is especially true for businesses with actual storefronts, but is still very important to virtual businesses too. Don’t try to conceive of a campaign that fits all demographics – be specific, it pays off.
  3. Device targeting: As mentioned above, target ONLY mobile devices, and it’s a bonus if you target specific devices too.
  4. Ad extensions: Use as many as possible, including location, sitelinks, and social extensions. Use as many as are relevant to your campaign and business; they each help target your campaign all the more.

 

Managing Your Mobile PPC Campaign

Once you’ve completed the set-up details, here are the aspects of successful campaign management:

  • Keep your ads in the top spot by creating an automated rule that will automatically increase the bids for your keywords if they fall below the number 2 position. Bids that don’t land you in place 1 or 2 simply won’t do enough to assist in your efforts.
  • Keywords should be very, very specific, and action-oriented. Bids should target searchers who know what they are looking for, not those still in the midst of research.
  • Create negative keywords for non-action search terms like “what is” and “compare” – identify words that are simply not relevant to your campaign’s goals, and weed them out for best results
  • Create ads that specifically speak to the location and device you are focusing on; as mentioned before, the more targeted your PPC campaigns are, the more potential they have to being a home run

As you can clearly see, while there are some similarities in web-based PPC and mobile PPC, mobile has plenty of intricacies and nuances that require special treatment.

 

Why is Google AdWords the best PPC advertising network for mobiles and tablets?

Google AdWords launched its Enhanced Campaigns which makes them the best PPC advertising network for mobile and tablet advertisements.

 
Before we delve further into this subject with you we want to see if maybe you are just looking for full service pay per click management? This way you can have an expert by your side every day who can improve the results you see from PPC. If so please fill out our contact form or give us a call or visit our homepage.

 

laptop-workerAs a general idea, Enhanced Campaigns make it possible for PPC advertisers to run a single campaign across all devices: mobiles, tablets and desktops. Desktops and tablets are merged as one controlling device while mobile is set to make adjustments to the base metrics of the campaigns.

 

Advertisers will now have an easier time managing campaigns as one campaign can already be created to target desktop, tablet and mobile as compared to creating three separate campaigns before. (more…)

Why you should invest in a PPC mobile campaign ASAP

If you’re an online advertiser, it is a fantastic idea to invest in a PPC mobile campaign. While it is not absolutely necessary, doing so can benefit your company greatly.

laptop-worker

Marin software recently released a report stating that mobile devices will drive one third of paid clicks in the US by December 2013. Do you want to potentially increase business by 33.3 percent? Then you should invest in a pay per click mobile campaign.

 

One of the exciting elements of mobile advertising is that you can show a different set of advertisements and set different bids based on the mobile device you are targeting. Like all Google AdWords campaigns, you can also target by location and time.  People use their smartphones constantly, so targeting users on mobile devices is an obvious choice. As smartphones become both cheaper and more advanced, mobile PPC advertising is becoming more important for businesses. (more…)

What are the main advantages of Local-Mobile advertising via Google AdWords?

According to xAD 2012 year-in-review report almost 95% of advertisers are now using location targeting with their advertisements. The year-in-review presented interesting statistics as follows:

  • Place-based targeting was the most popular form of audience targeting, leveraged in 67% of campaigns.

  • Only 20% of advertisers use behavioral targeting although it grew 212% between Q1 and Q4, faster than any other form.

  • Advertisers’ use of standard geo-targeting (zip, city, DMA) dropped from 64% in Q1 to just 13% in Q4.

  • Advertisers using geo-fencing and geo-specific behavior targeting tripled from 27% to 81%.

Google AdWords is very much aware of these changes with the user behavior and the need for advertisers to have more options when designing local-mobile campaigns. With this, Google launched its AdWords Enhanced Campaigns. (more…)

The iPad, the cell phone or the laptop? Which is the best device for your PPC campaign?

While 2013 is considered the Year of the Snake by Chinese astrologers, for Pay Per Click (PPC) campaign managers advertising on the Google Display and Search Networks, it may as well be known as  the Year of the Tablet.

Last year  128 million of these devices were shipped, an increase of 78% since 2011. PPC campaign managers must engage these as well as mobile users in 2013 as they represent a large and promising  slice of potential conversions.

Integration of devices

Google has recognized the importance of the tablet market as well as the similarities between tablets and desktop computers. In both cases, the display settings are quite comparable as website surfing on tablets offers the same look and feel as the desktop computer experience. The similarities also mean that people search the same way on both devices, often utilizing the same type and number of keywords. In the future the two will become one, with tablet bidding merging seamlessly into desktop campaigns. (more…)

Are mobile advertisements worth it for your PPC campaign?

Google AdWords mobile Pay Per Click advertising campaigns can give your website the push it needs to capitalize on the growing smartphone market. Mobiles offer us previously unknown opportunities to create and consume content, purchase products and utilize services at sometimes lightning-fast speeds. However, should mobile device users be specially targeted through mobile advertisements?
 
mobile advertisementsMobile search is growing at a rapid rate and with it equal opportunities for businesses to break into this highly valuable paid search advertising. Google AdWords Pay Per Click advertising experts are encouraging businesses to get ahead of the competition and start their mobile advertisements immediately. If this were the stock market, the time to buy-in would definitely be now.
 

How is Mobile Search Special?

Currently the market for popular keywords on desktop search is extremely competitive and can be a challenge for less established PPC campaigns. More than likely, a lot of your competition is not yet utilizing mobile advertisements, so why not strike while the iron’s hot? The proof is in the balance sheet — creating mobile PPC campaigns can increase your business’s exposure at a lower cost to you (generally lower CPC rates) while shoring up your return on investment.
(more…)