The evolution of online advertising is pretty rapid at the moment and one of the main areas it is evolving the fastest is in creating campaigns that are friendly to the range of devices they are being consumed on.
Brisbane,Queensland,Australia (PRWEB) January 21, 2013
New research released by MarketingLand.com showed that there is a growing difference between online advertising behaviour on smartphones,tablets and desktop/laptop PC's. In their "Paid search trends for 2013" study, MarketingLand.com concluded that "Investing in device-specific targeting will become increasingly important in 2013 as tablets gain greater market share."
The immediate consequence of this news may not be obvious to the layman but Online Advertising expert David Twigg of OMC says it makes the argument even more compelling for a professionally managed adwords campaign. He says "The evolution of online advertising is pretty rapid at the moment and one of the main areas it is evolving the fastest is in creating campaigns that are friendly to the range of devices they are being consumed on. For example smartphones have a quite specific advertising layout due to the size of the screen, tablets are more akin to laptops and desktops but still have a range of small detail differences.
In MarketingLand.com's study it was found smartphone share of ad clicks was starting to stabilize whilst tablet share is continuing to increase. Twigg says "Whilst smartphone internet usage will keep growing the experience is still a long way behind a more meaty device like a tablet or laptop and as tablets and laptops become more and more portable i can see they will eat into the smartphone consumption of the internet over time. Of course all types of device will probably continue to grow in terms of pure numbers but i see tablets gaining the upper hand in market share terms."
In the same report MarketingLand.com pointed to the reversal of Google advertising cost per click levels, claiming that product listing ads were a main contributor to this trend reversal. " Our clients are on average paying lower costs per click than 12 months ago." David Twigg says "I think the last 12 months has been a big watershed for online marketing because there have been a lot of disillusioned advertisers that thought it was easy to generate leads and sales online but through a mixture of inept campaign management and poor decision making they have burnt their budgets. We have seen many competitors to our clients drop out of the adwords landscape presumably through lack of ROI, this reduces the bidding environment and causes cpc's to fall."
OMC launched a free adwords advertising appraisal last week aimed at Australian businesses that feel their adwords campaigns should be performing better, it is available by clicking here