Those of us in the PPC space have been beating the mobile drum for a while now. And now the beat is intensifying across channels, businesses, and industries as companies are under increasing pressure from consumers to deliver exceptional buying journeys and overall experiences with brands.
Adobe has delivered multiple studies and reports over the course of this year shedding light on the current state of mobile – up to the moment best practices, key business challenges, and recurring themes. In July, we worked with Econsultancy to publish our Quarterly Digital Intelligence Briefing: The Quest for Mobile Excellence and uncovered three central themes to reframing mobile: 1) create personal & consistent experiences, 2) understand & action your customer journey, and 3) match business value with business vision.
Each of these elements is critical to causing the mobile shift in your business, but what does this look like in action for a Paid Advertising team? Besides the ever-valuable scan of best practices across the channel, what are the current possibilities and limitations for Paid Mobile, and what elements must be in place to ensure success?
After many running successfully for many years in the US, Hero Conference is making its inaugural appearance in London this October, and I’ll be diving into all these areas to address Mobile PPC in detail. Key questions to get your mental juices flowing about the Mobile PPC in your business, whether you’re attending or not are:
- How are you addressing Google’s algorithm changes from this year to focus on better (read: mobile) customer experiences?
- Have you got device-level performance data available to you at the keyword level for bid optimisation and reporting?
- What are you doing to scale your mobile web & app install ads?
- How are you measuring revenue from your SEM activity for all devices?
So get those strategic brains in gear and join me on Wednesday, 28th October at Hero Conference. If you’re unable to join us, but want to know how Adobe Media Optimizer is solving business challenges around Mobile PPC in particular, you can read more here.
Remember – with the mobile shift, the power of PPC, as with all marketing and advertising in today’s business reality, is in your hands.