Photo Credit: Wikipedia
While millions of excited adults stand patiently in line to make their iPad purchases, social media strategists and pay per click moguls are lining up to serve smaller, yet equivocally purposeful advertisements which could potentially appeal to various business, music, and social genres. Yes, the age of the tablet has finally decided to stick around, and SEM professionals are lining up to provide the content society has purported as ‘necessary’. With every great gold rush, however, comes perfection in delivering said strategies across the tablet realm at correct times of the day (since it’s highly doubtful you’ll use your iPad while fielding sales calls, unless data is needed). Here, we decipher best practices when running PPC ads across this multi-headed electronic hydra so you’ll catch users being mobile in the morning while their laptop in the evening is still being tapped into for news updates and sports ‘shorts’.
iPad Habits During Work Hours
Human beings still have their morning newspaper and coffee routine, except now these periodicals are being read through iPad devices. Businessmen are checking emails, synchronizing calendars and perhaps catching the missed scores from last night. Early morning search engine interactivity is minimal, at best, since our minds aren’t trying to delve into complexities before we leave for work. This trend does change, however, as we being to traverse towards our daily grind, since search volumes increase with our valiant returns to work. According to a comScore study, optimal iPad usage commences around 8 a.m. This pattern still grows even yet, until dying off, albeit temporarily, as workers zip up their cases and head towards their desktop PCs. The tableted monster remains dormant until after work, or 4 p.m., according to the same study, as evening commuters begin to pull their iPads out to finalize emails, check on other news, and communicate via social media. The searching grows and reaches its critical mass around 10 p.m. before finally curtailing until morning hours erupt again.
By utilizing these patterns of iPad usage, we can understand many simplistic patterns established by creatures of habit who have went from newspaper and dry toast to iPads and Frappuccino’s. This information includes:
- Business pros tend to be more active during the morning and mid-evening.
- The comScore study tells us Canadians use their iPads or tablets the heaviest during business hours, with Singapore being a close second.
- Apple iOS leads the operating system surge.
- Midnight is relatively common—in EST— for individuals to be unified around the world in using iPad devices since the next time zone East is technically in Europe.
The information contained within the comScore study, along with simplistic human understanding, allows the search engine marketing professional to salivate with time-sensitive advertisements and age-targeted pitches at vital times during the day. Now that we’ve established exactly how, when and why these tablets are being accessed, we’ll take an exacting, holistic and potentially lucrative approach in preparing our PPC ads for iPad devices to show how maximum ROI is achieved during optimal time periods. Once you’ve made a pretty chart and documented this information, putting the ads live becomes easy.
Formulating PPC Strategy for iPads(Photo credit: Search Influence)
Since roughly one year ago this September, the realm of tablet PPC has doubled their overall market share of click-thru rates on paid advertisements, a trend which doesn’t seem to be slowing anytime soon. Since this trend will only increase, it’s about time you perfected the pay per click strategy which correlates with new devices. Overall conversion rates are coming across at all-time highs and will only continue to grow, making their way up near epic proportions. To grow our potential reach, let’s examine what we already know will work across the pay per click world:
- Having key pieces of demographical data, as found in such whitepapers as comScore provides, will allow us to run time-sensitive advertisements with direct focus on businesses during heavy times of usage;
- Market share of clicks is swinging towards Bing and is growing every week; therefore, PPC campaigns on mobile platforms like iPads should begin here,
- Campaigns set to begin during specific time periods have historically lowered the CPC rates since more exact reaches are defined.
In order to perpetuate our PPC advertisements across tableted devices like iPads, we simply take into account the data from above statements, specify in our campaigns the perfect long tail, negative and primary keywords, while adjusting the time to match our tap-hungry professionals. In the case of reaching college users, we adjust timeframes.
Suggested Strategies To Follow
To maximize out mobile ad spend, we’ll need to follow certain strategies as we would with laptop and desktop devices. Taking into account our desire for increased ROI and reach, let’s take these following tips with us as we prepare our iPad PPC assault:
- Increasing bid amounts during morning and evening times while dropping our bids during the work day will allow our overall marketing budget to level itself out;
- Target ages which historically work during those times—18 to 65 should suffice;
- Adjust your website content to include linkage to an iPad app you’re promoting since the link will automatically open up iTunes through their iOS browser;
- Specify, in clearly presented text highlighted to attract attention, that your website is iPad friendly;
- Adjust your entire site so every link works on the tablet; having ineffectively reached pages means potential loss of directives;
- Make sure that your site can process payments in mobile-friendly fashion;
- When bidding on keywords and devices, turn off desktop devices during peak mobile usage times, and restart when these devices begin prevalent usage, normally after 9 a.m. You can keep other mobile devices such as Blackberry or Kindle on to test conversions on those platforms as well;
- Track conversions, clicks and download the data to compare next to desktop devices to see where and when time/bid/keyword adjustments need to be made.
The actual campaigning is nothing more than adjusting devices and studying current case studies relevant to mobile usage by age, time and niche, while segmenting which devices will receive your advertisement, and when. It could take tweaking, A/B testing or the likes; it’s best to perfect your strategy now before the trend jumps back to some other device.
Chomp Up All Devices
The study performed by comScore revealed Xbox, Nook, Kindle Fire and other digital devices are also gaining ground in the market share of pay per click revenues. While your campaign concentration will be solely on hot devices, you need to carefully read your Google Analytics data to see what other devices have accessed your content, when, and for how long; from here, other PPC marketing campaigns can be centered around the devices that are receiving the highest amount of digital device traffic. As we head into the 2013 marketing year, it may interest your marketing team to avoid hoarding the desktop devices as more and more innovations will come to pass which allow iPads, Nooks, Fires and other mobile devices to equivocally access mobile internet, the platform where your advertisement can either sink or swim, depending solely on the research you put forth and campaign tweaking your marketing team performed.
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