Accessibility and Mobile PPC Advertising | The Digital Clicks Blog
The differences between desktop and mobile marketing are often debated, but PPC advertising is one form of internet marketing that has been noticeably tweaked for optimised mobile access. Online marketers have been attempting to tap the growing market of mobile users, which is now increasing significantly thanks to the increasing sales of smartphones and the emergence of tablets. As the mobile channel is still growing, it offers opportunities for those who enter early, as well as a local advantage when users enable the locational aspect of searches. The emergence of an up-and-coming (albeit very familiar) advertising medium means that those in online marketing must consider how users will interact with a website’s content if they plan on benefiting from it. One of the main things that advertisers have to consider is the limitations of the platform being used and the differences in accessibility that the user might experience. Most mobile PPC advertisements acknowledge the change in channel and feature a link to the advertiser’s phone number. This offers the ability to instantly reach a company based on little more than the content of their advertisement, but generally speaking, users are likely to attempt to view a website’s content regardless of platform. Unless the advertiser acknowledges a potential gain from mobile ads, it is unlikely that they will take the measures required to compensate for the increased effort needed to search. It would be a shame to miss out on a growing market because of a failure to optimise content for a less fluid form of browsing the web. Advertisers should ensure that an ad’s landing page is suitably accessible. If a user is met with masses of content that’s hard to navigate with a smaller screen, it is likely the only thing they will be doing when visiting is contributing to their bounce rate. It will bode well to create a concise space