Mobile SEM: The Power is in Your Hands

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.