Organic & Paid Search and Mobile Marketing Potential

Savvy digital marketers who engage in Paid Search and S.E.O. initiatives understand the benefits that each have on one another.  Click Through Rates (CTR) increase as a result of natural/organic and paid search planning, which establishes trust among users.  Marketers who integrate keywording tactics understand the importance of integration and how keywords help to maintain brand image (Kagan, 2012).

Since clients only pay for clicks they get, sponsored links are a highly effective way of driving traffic to a client’s website.  Campaigns that integrate the important art of combining user queries and intent allow marketers to formulate and optimize future Pay Per Click (PPC) strategies (Kagan, 2012).

Another appealing metric, Cost Per Action (CPA)---downloading an app, buying a product, signing up for a newsletter---gives marketers peace of mind since they will only have to pay for legitimate clicks.  Search Users are at the bottom of the conversion funnel and have a high probability of conversion.   Marketers who work with search engine guidelines can increase link popularity, which drive PPC & Search Engine Optimization traffic (Kagan, 2012).

PPC Campaign effectiveness can be measured easily.  It is no wonder that mobile ad spending is up with Search besting Display.  An IAB report indicates that mobile ad buyers are spending three times as much on Search.  Mobile ad strategies will now need to reflect the surge of revenue growth that Organic and Paid Search can bestow.

1.)  Can you think of any novel Mobile Search strategies given the physical screen-size limitations that smart phones and tablets possess?

http://paidcontent.org/2012/06/06/search-beats-display-by-large-margin-in-mobile-ad-spending-study-shows/

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