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…)