Winter and holidays are coming and so is the shopping craze.
Americans are spending more and
more money each holiday season. What is interesting is that the number of online purchases is significantly increased compared to traditional ways of shopping. This 2014 won’t be different in fact more than 800 billion dollars will be spent this winter.
Marketers that want to achieve success this season should definitely consider implementation of mobile PPC ads. The use of smartphones is on the rise too and in many cases people choose these devices as their first choice when it comes to purchasing items over the internet. According to some statistics around 20% of e-commerce sales are made through mobile devices. People use mobile apps and browser not only for direct purchases but they also use them to compare prices, read reviews and to get gift ideas. Interesting information is that mobile ad clicks are raising for 100% each year three years in a row on Bing Ads. These numbers are impressive. With iPhone 6 on the market we presume that this number will be even higher this year.
All these things indicate that marketers should focus on understanding the way customers make their purchase decisions while they are using their devices. This is not a simple task because there are few ways in which customers use their devices to but things online.
Regular mobile commerce – This term is used for situations where customers know what they want and just visit the website they know and make a purchase via mobile device.
Online sales – In these situation customers are doing a research through their devices, compare prices and visit several websites before they make their final decision. Once they know what they want and need they finish the process through their computer (because they feel more secure and more comfortable).
Offline Sales – The number of people performing this procedure is really big. They first do the research via mobile device and then buy the product or service in an actual store. For example, they look for a product, find a store where they can buy it, get instructions on how to get there and simply go there and make the purchase.
Showrooming – this is an opposite situation. People first visit the physical store check the product and then buy it through their smartphones. This is logical because they can find many discounts online or they simply find this way more convenient.
Phone orders – Some people use their smartphone to do a research and call the shop or service they need in order to buy the product or service.
Things you need to do
There are few things that you can do if you are trying to improve your mobile presence. First create a mobile-friendly website. After that, place the ads where they are more visible. Use an ad copy that will increase the interest in your clients. Finally, facilitate ad extensions such as call extensions and location. If you follow these tips, your PPC Ad campaigns will be successful and you will be ready to experience a successful holiday story.