Have you gotten enough mobile in your life lately? Well, if you haven’t (which I strongly doubt), this week’s PPC Update will be sure to give you your weekly fill of all things mobile – specifically, all things “how mobile is impacting digital advertising and virtually every inch of your life.”

There’s no question that mobile has been a game-changer. With those pesky smaller screens and all sorts of nuances that paved the way for new site extensions that let visitors call your business straight from a PPC ad and other crazy advances, the rise of the smartphone has led to a pretty substantial shift both for advertisers and the consumer shopping experience.

It’s a multi-device, multi-screen world in which the path to purchase is never a straight and narrow road. What are the search giants doing to keep pace with today’s ever-connected consumers? Read on to find out in today’s Weekly PPC Update.

 

Hey Google, what’s shakin’?

Mobile, mobile, mobile. Everyone’s talking about how mobile is shaking up the world of marketing and advertising. Consider the fact that 91% of smartphone users are now checking their devices for ideas mid-task, and it’s not hard to understand why.

To help advertisers take advantage of the always-connected, always-on mentality of the modern world, Jerry Dischler, Vice President, Product Management for AdWords is hosting a livestream on May 5, 2015 at 9:30am PT / 12:30pm ET. He’ll be sharing the latest Google innovations and products designed to help advertisers “better reach and influence your customers in the countless moments throughout the day when they are looking for answers, discovering new things, or making decisions.” Check out this post for more details, or register for the livestream here.

Speaking of constant connectivity, more businesses are measuring the impact that online ads have on offline activities. With 88% of U.S. shoppers now researching on phones, tablets, and computers before making an offline purchase, it’s more critical than ever for businesses to understand how their digital marketing efforts are impacting the bottom line.

Last year, Google unveiled store visits as a part of Estimated Total Conversions in an effort to help retailers fully measure these new conversion paths. And as a result, businesses are realizing that their digital marketing efforts have a greater impact when they include offline activities in their total metrics:

  • Retailers in the U.S. are measuring an average of four times more conversions overall and ten times more conversions on mobile when including store visits data as part of their search ads performance.
  • Businesses in the U.S. auto and travel verticals are measuring twice as many conversions when they include store visits data in their reporting. “This means an auto dealer can attribute twice as much impact for every click on their AdWords search ads because they are now able to include visits to their showrooms.”

Check out this post for customer stories about measuring the new paths to purchase. And, Google has released a new Best Practices Guide focused on helping advertisers succeed with their online to store campaigns in AdWords. Check it out.

Google is introducing cards for TrueView in-stream ads. This new feature is designed to make video ads a more interactive, engaging experience for viewers across all screens. For advertisers, this means you can share more information about your brand, related videos and playlists, and soon link to your website directly from your TrueView video ad. More on this and other exciting advances in video advertising here.

 

Howdy, Bing, how’s it going?

Bing has added new features in Bing Places for Business. These features are designed to make it simpler for agencies to manage client business listings. Find out how to register as an agency, add multiple businesses, get verified, and learn what features await you in the Agency Dashboard in this post.

In today’s competitive landscape, it’s critical to know your customers – not just know them, but know them better than your competition. In this informative post on the Bing Ads Blog, learn how to use Facebook Audience Insights to better understand your customers and improve your CTR, including all the details and instructions you need to apply audience insights from Facebook directly to your Bing Ads campaigns.

Bing Ads pays attention to Google AdWords updates, knowing many Bing advertisers are also running campaigns on the AdWords platform. Bing does this to drive some of its own updates, in effort to ensure the experience of moving campaigns between platforms. This is precisely the reason why Bing Ads is now adopting Upgraded URLs, which will now be supported when you move campaigns from Google AdWords.

For more information on the timeline and the campaign import process, check out this article.

What are your PPC goals? Part of Bing’s PPC Goal series, a post on the Bing Ads Blog this week offers tips to help drive traffic to your website. And everyone wants more traffic, right?

Quick wins include:

  • Evaluating your ad position and making adjustments accordingly.
  • Evaluating your targeting options, and considering broadening your scope.
  • Keeping your keyword list fresh and updated.
  • Adding broad match to your match types.
  • Enabling Sitelink Extensions.

Check out this post for more details and valuable tips.

 

A walk around the block (a.k.a. the World Wide Web)…

Google is enhancing the Keyword Planner to help you compare your search term coverage to other advertisers. What this means, as PPC Hero describes in this post, is that you can “review your relative ad impression share compared to the top five market leaders across all your generated keyword ideas.” Pretty neat, huh? Check out the full post from PPC Hero for the scoop.

If your SEM campaigns are, let’s say, aging well, there may come a time at which you think your work is done. But is it really possible to just sit back and reap the benefits of your own previous awesomeness? 3Q Digital takes a look at the Dilemma of the Mature SEM Account in this post.

The last post in the Clix Marketing Multi-Channel Series talks about mixing PPC with other marketing efforts. Check it out.

Also from Clix Marketing this week is a handy tutorial on Facebook Ads targeting – and, specifically, how to separate the tourists from the locals. Intrigued? Read it here.

Landing pages. Can’t live with them, can’t live without them. But it’s all good: WordStream has some informative advice for crafting kick-a&& landing pages, including some power words and techniques for ramping up your persuasive skills. Check it out.

 

If you haven’t given much thought to the impact mobile might be having on your business, now’s the time to start figuring that out. With new tools and resources that are making it possible to measure the precise impact your digital marketing efforts are having in the offline world, there’s no time like the present to take advantage of the many opportunities presented by the mobile consumer. Make that your goal for the next week: Discover at least one new way to tap into the mobile audience. But first, you have a weekend to get underway. So, what are you waiting for? Make it a great one, all!