As more and more shops are going online, surely this could only mean positive things for paid search marketers?
Primark announced this week that they have signed a contract with ASOS to start selling some of their products online, which comes as no surprise really with the increase in online shopping. As we have seen throughout the past few years due to the recession, high street stores have been forced to shut down and go online. It has created a question to us shoppers as to why would we want to wander round shops with the stress and annoyance that a Saturday shopping trip entails, when you can do it in the comfort of your own home on your mobile phone, desktop or tablet.
A recent study by Epsilon has shown that 57% of all UK residents shop around for bargains and online shopping allows this to happen. You can compare products on websites without having to move off the sofa! I must admit that even when I do take the plunge to walk around the town on a Saturday, I know that I will often go online on my smart phone when in a store to see if I can get the product cheaper elsewhere.
What does this mean for paid search marketers?
As it has been predicted this year that 60% of mobile users are expected to be using smart phones, Google has been proactive and developed Enhanced Campaigns within AdWords for Pay Per Click (PPC) advertising.
The phrase “Enhanced Campaigns” is the hot topic on all paid searchers lips as the switch over deadline from legacy campaigns to Enhanced Campaigns is dawning upon us. There has been a lot of heated discussion regarding Enhanced Campaigns as marketers do not believe that they are a good thing as this is the biggest change to happen to AdWords in a very long time, so why all of a sudden should marketers trust a new way of doing things?
The Positives of Enhanced Campaigns in terms of mobile devices
As marketers we cannot ignore the increase in the usage of smart phones in looking for a product or a service when it comes to advertising.
Google has allowed us now to target mobile devices as part of their Enhanced Campaigns. This means that we are able to target mobile users. The introduction of Enhanced Campaigns has allowed us paid search marketers to re-evaluate our marketing strategy and think more about our users both on mobile and desktop/tablet.
You can now create specific ad copy just for mobiles and you can also adjust bids by mobile device. Google advises that you bid 20% lower than your initial bid for mobiles, as the cost per click is a lot lower than computers and desktops.
Another perk is the call tracking, which allows mobile users to click the number to directly call the business and we are able to track this in AdWords and it is now completely free!
So come on take the plunge and embrace the change, before the deadline so the migration of your campaigns doesn’t become a challenge in itself.