Last week I participated in a panel discussion on Mobile Paid Search at SMX Advanced in Seattle; I have just posted my slides on SlideShare. As a practice, mobile PPC is still in its infancy and it was an honor to share the stage with mobile marketing thought leaders such as Cindy Krum and Greg Sterling.
When I wasn't speaking I was taking notes. Here are 3 of my favorite take-aways from the session:
- Use AdWords? Your PPC ads might show up on mobile devices already. You are opted in unless you have explicitly opted out. In my own presentation I gave an example of a paid search listing that ran in identical form on PC and mobile - and failed miserably on mobile. If you're going to take part in mobile search, make sure it's an intentional choice and cater to the medium.
- Mobile PPC is full of open questions, such as: Are mobile searchers closer to conversion point than PC? Are mobile search phrases shorter? Do short vs. long phrases convert better? Comparisons between traditional PPC and mobile PPC surfaced frequently during the panel, but the panelists' conclusions were often contradictory. We have a long way to go before mobile PPC benchmarking reaches a mature state.
- Trying to decide whether to jump in and start doing mobile PPC? These verticals already get a lot of mobile search activity:
- Retail, entertainment, travel (& any business w/local component)
- Mobile-specific goods & services
If you'd like to read more, check out my presentation.