I’ve endlessly mocked Google’s desperation to get people to start using mobile PPC ads, but they kinda have a point, although it may be a bit different from mine. Google wants you to start using mobile PPC ads because no one is really competing – at least not at the same level as the desktop competition – which means they’re not making nearly as much money as they could be. I think it’s a good idea because right now, it’s cheaper in many situations, and in some cases, mobile ads have a higher CTR.
Using the Get Traffic Estimates for a List of Keywords under the Keyword Planner in AdWords, I did a search for three different keywords. Each keyword had a maximum bid of $45 (just to be sure I saw what the highest bid was) with a daily cap of $500 per day. Since these keywords had no relation to my account, I assume that the results were based on keyword average because I don’t have a Quality Score for any of them. These are just estimates, and your mileage will vary based on your Quality Scores, however, there’s a very strong trend.
Keyword: New York Coffee
Keyword: Oil Change
Each and every keyword in question had a higher CTR and a lower CPC, sometimes dramatically. Now, there is no information on conversions or anything like that, and there is no one-size-fits-all rule for advertising. However, if you’re trying to stretch your budget, focusing on mobile or increasing your mobile and decreasing your desktop presence may be a good way to do it.
Image Credit: Andy Pixel