Three years ago Apple released the first iPhone, and mobile advertising will never be the same. The Apple orchard has continued to grow its’ market share of the smart phone niche and now owns roughly, 28% according to Nielsen survey.
Last week the Apple iPhone 4 went on sale with analysts projecting 1 million to 1.5 million units would be sold in the first three days, compared with 1 million during last years launch of the 3GS. The Apple faithful that were upgrading their device represented 77% of the iPhone 4 sales.
Advertisers are aware of this growth, are anxious to tap into these markets and get their content into these smartphones. Just one problem – Apple’s strict control of the applications (apps); these apps will be the vehicle for advertisers to reach this valuable market of tech-savy leading-edge gadget buying consumers.
Apple has truly gotten everyone’s attention, including the U.S. Federal Trade Commission, which will investigate whether Apple Inc.’s practices are harming their competition. Wow, in just three short years, Apple has enraged the folks at Adobe over its choice to ban Flash video technology in favor of the HTML5 standard. Google has also complained about being shutout of the market place for presenting ads inside the iPhone, due to restrictions placed on the developers of the highly prized apps running on their devices. AdMob’s founder and now Google vice president Omar Hamoui said in a blog post, “if enforced as written, would prohibit app developers from using AdMob and Google’s advertising solutions on the iPhone.” He added Apple’s rules “hurt both large and small developers by severely limiting their choice of how best to make money.” These conflicts reinforce the fact that mobile advertising represents a huge potential market worth fighting for.
How this will all play out remains to be seen, but one thing we can agree upon is that it is worth monitoring. Keep your eye on the news out of the MicroSoft camp and their recently released mobile operating system. How will Yahoo place it’s content on these smartphones? Does Yahoo CEO Carol Bartz have a plan of attack via a deal with Nokia to provide email and chat services? I’m sure the next three years will bring more excitement and opportunities for savy internet marketing professionals, and the entrepreneurs mining these channels.
Running a Pay-per-Click (PPC) campaign with Google AdWords is not a “set it and forget it” exercise. It must be managed closely to identify what is working in the campaign and what is not. The success of any PPC campaign is not in the initial development of the campaign, but rather the optimization techniques applied as the campaign progresses. One of the best ways to monitor the performance of your PPC campaign is to analyze your ad’s conversion rates based on where the ads appear.
Before you start this monitoring process, it’s a good idea to tweak keyword bids and match types to allow your ads to be placed in different positions within the Sponsored Links. Ideally, you want to have your ads fall into one of the top 3 positions since most of the high quality clicks come from these locations. But is it better to always be in the number 1 position? More often than not, you will have to pay a higher cost per click to lock up the top spot. Is it possible you can have a better conversion rate when your ads show in position 2 or 3, instead of the top spot? This is important campaign intelligence to have since those lower positions usually call for a lower click cost. When you convert those visitors coming in at a lower cost per click you essentially lower your cost per conversion and increase campaign efficiency.
An excellent way to analyze these events is through Google Analytics (GA). When you first log into GA, click on the Traffic Sources link in the left-hand navigation. You will see in the sub-navigation under Traffic Sources a link for Adwords beta. By clicking on this AdWords beta link in GA, it opens up multiple sub-navigations for you to pull reports from your Google AdWords campaign. One of the options to choose from is Keyword Positions. Once you are in this section of the GA interface, you can review your top keywords by a number of different metrics, including Goal Conversion Rate (see screenshot below).
As you can see from this particular example, the highest conversion rate is not from the “Top 1” position. In fact, position 2 on the right hand side of the Sponsored links in Google has the highest conversion rate in this campaign. This type of business intelligence can go a long way in optimizing your campaign and getting the most out of your advertising dollar. By readjusting bid amounts and testing different match types, you can zero-in on the right bid and match type combination to land in the desired ad position that has proven to convert at the highest percentage. You may find after careful analysis, you don’t need to pay as much as you thought for quality visitors and conversions within your PPC campaigns!
It has become strikingly apparent that browsing the internet from your mobile device is becoming increasingly more common. So making sure that your website is mobile friendly and you are leveraging your mobile traffic to the best of your ability, should be of the utmost importance to you. The main question that tends to perplex people is whether or not visitors are trying to find their website from a mobile device?
The best way to establish whether or not visitors are seeking out your website from a mobile device is through your analytical data. Google Analytics is the best free tool in helping you to analyze your website traffic. You can find out how many people are coming to your site from a mobile device and how they are interacting with your site. As a result you will be able to either confirm or deny your need for a mobile friendly website.
Google Analytics permits you to make advanced custom segments, which allow you to easily determine if visitors are coming to your site from a mobile device. To begin creating an advanced custom segment, click “Advanced Segments” from the “My Customizations” section of your profile and then click “Create New Advanced Segment.”
Follow the 7 easy steps below to create your customize advanced segment and better determine how many visitors are finding you from their mobile device.
Now comes the fun part! You will now be able to determine the quality and quantity of your mobile traffic through your newly created advanced segment and validate the need for creating a mobile friendly website.