It is quite obvious that mobile devices have been popular and ever growing for some time, and there is no need to convince businesses to invest in mobile. However it is time we start paying attention to what we have invested in. Even if you are told your site is mobile friendly, you must test it out for yourself. One of my greatest annoyances is when I am on my iPhone and certain websites do not load, videos do not play, ads do not close when I click them, and a plethora of other problems. Pissing off a potential customer is not a way to gain revenue for your business…
In 2015 PPC on mobile devices will increase as desktop traffic decreases. Some advertisers may not have the knowledge to keep up with this or the resources, but even they have no excuse not to make the effort for being more mobile friendly. Even if you do not have the means to provide all your services through mobile platforms, you still do not want to lose future customers who at least may discover your company and your product. It is absolutely important to provide the best mobile experience you can possibly allow.
Unfortunately the mobile market is not just Google-centric. Facebook launched it’s own ad network, Siri uses Bing, and Amazon has launched Silk, in the coming year your SEO and PPC must deal with multiple search engines in the mobile world. It is simply a matter of figuring out what is best for your product. Some businesses simply want contact info for a mobile platform, yet others want complete purchasing tasks available to the user. It is not a one size fits all situation and will not be an easy world to navigate in the coming year.
The world of mobile PPC will still need to develop more before advertisers can take solid steps; it is still much more clear what one needs to do to improve marketing on the desktop. However in the meantime test your sites for a great mobile experience, and have any employees do the same. Test links, videos, make sure the pages scan smoothly, be sure that they are easy to read without magnification… run your site through basic tests often. Get to know the mobile experience of your site, that way as mobile PPC advertising begins to expand in 2015, you will know how best to implement new ideas and strategies.