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Pay-per-click ads are not identical across platforms-and neither are the marketing strategies behind them. The same ads and methodologies designed for desktop browser campaigns will not be as effective for PPC advertising on mobile devices.
There are several effective strategies for taking advantage of mobile-specific use cases in PPC. But first let's look at why mobile is different
From a both the back-end and front-end perspectives, mobile paid search works much like traditional paid search. You set up a campaign based on keywords, and image and text ads are displayed in search results and in the content of mobile sites. The advertising client pays the search provider when an ad is clicked.
The major difference between desktop search marketing and mobile search marketing is not in the "how," but in the "what" and the "why"-the ad copy, the landing page and the different goals that mobile searchers have that require significantly different strategies and tactics from traditional paid search. There are major differences in areas like user intent, keyword selection and targeting options.
Assuming you already have a successful desktop search marketing strategy in place, your first action in adding or modifying your mobile search marketing initiative is to create a separate campaign for mobile ads. This enables you to tailor your ad copy for mobile users in general, and specific mobile devices or platforms where applicable.
Since Google AdWords automatically includes all search-marketing campaigns in iPhones and other mobile devices with full iInternet browsers, you may have to manually adjust your existing campaign settings....