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B2B marketers need to leverage mobile search advertising to stay ahead of the curve.

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Mobile ppc is set to drive 50 percent of Google paid search clicks by end of 2015, according to study by Marin Software.

Here is how to adjust your paid search strategies to mobile:

Leverage responsive web design: Make sure to offer a positive mobile experience by having a mobile-friendly website.  Most importantly, optimise your website to provide specific content for smartphone versus desktop and tablet users.

Use correct settings and create separate campaigns for mobile:  Google allows you to segment iPhones and other mobile devices with full internet browsers so make sure to select them when setting up mobile campaigns.

Focus on high volume, short keyword phrases: For your mobile campaigns, target high volume keywords (minimum thousands of clicks per month) and shorter queries that people can easily type on their phones. (Longer queries might increase if voice search on mobile devices grows in adoption.)

Develop several ad copy and landing pages for mobile paid search campaigns: Be sure that conversion opportunities and all info are front and centre, above the fold. Note: For local services be sure to add the city name in the display URL and on the landing page.

Adjust your bids to appear in the top two positions:  Often, mobile web pages only have room to show one or two ads. Be prepared to bid higher and spend more but your ads will get a good CTR and ROI respectively.

Report on performance by device: With mobile campaigns, carrier and device options can be specific. In Google, you can “select all” or drill down and choose specific mobile devices like the Android phone, iPhone/iPod touch or a specific carrier like At&T. It’s worth noting, WAP mobile advertising options are available in Google at the ad group level.

Use mobile-specific call-to-actions: Those might include geographic modifiers like “Visit a local branch” or “Call now” and are  effective in increasing customer engagement.

Use ad extensions: Last but not least, Google made a recent update to Ad Rank which now takes into account the expected impact from ad extensions and formats. In other words, ad extensions can now have a positive impact on the position of your ad on the search results page.

Let’s discuss mobile search advertising further. Please let me know your thoughts @Slavica_JD on Twitter or leave a comment.

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