Since device bidding became available, digital marketer Jonathan Kagan has been an ardent advocate of this PPC approach and has published case studies on Searchengineland .
Why?
First of all, because there is (at least) a 50% chance that you are reading this article on your phone. And you probably know that internet and telegram database users list search consumption is dominated by mobile platforms.
Case in point: looking at an e-commerce brand that literally sells bacon online, comparing website traffic between September 2022 and September 2009 by device, and here’s what we found.
In 2009, mobile phones accounted for less than 1% and desktop computers for 99% of traffic.
In 2022, mobile accounts for 49% and desktop for 46% (total visitor growth increased by 504%).
So the traffic from mobile phones is growing rapidly and it should be taken into account.
It’s important to do PPC by device
As mobile internet usage has grown so rapidly over the past decade or so, it has also grown in terms of search market share. So much so that most vertical segments (not brands, but entire vertical profiles) will find that mobile accounts for the majority of traffic and spend when it comes to search.
This is very evident in consumer goods, building materials stores and brands with low prices and/or short purchase cycle periods.
Prior to 2017, CPC on mobile was as much as 50% lower than on desktop due to less competition. It is still observed in some scenarios. But the volume coming in from mobile was so great that it offset the cost savings on the CPC side.
Today (PMax aside), mobile discounts are smaller, but the volume coming from mobile has far outstripped and outpaced desktop.
Looking at the user experience on crypemail list mobile devices shows that consumer behavior differs from that of desktop users. The mobile user engages immediately (ie, “Hurry up and get what you need”).
Desktop, on the other hand, involves an operational experience where people spend time researching and comparing offers.
It should be noted that this mentality has completely changed in the last ten years
Mainly due to the solvency of consumers. Therefore, the contribution of mobile devices to e-commerce and direct response campaigns has increased significantly. Gone are the days when no one wanted to pull out a credit card and enter its details on the phone in public places.
With a potential recession looming, the demand for any performance measures to increase is rapidly increasing. It is clear that mobile phones need to be separated from desktops due to two huge factors:
- budgeting;
- performance.
The market share of tablets has bw lists shrunk so much since 2019 that they can be included in the desktop category.