Mobile advertising: New, Cheap and Efficient
[Tokratni post je prispevala Lucie Pokorna, vodja iskalnega marketinga v interactive.agency]
1. Mobile clicks in Slovenia are cheaper
Here at Interactive.agency, we run Google AdWords campaigns for over 50 Slovenian clients from various industries and with strategies ranging from branding over traffic generation to online sales. We looked into our pool of customers to find out how the cost of their clicks from computers compared to the cost of those from mobile phones with full browsers. The result is staggering:
Mobile clicks from Google Search and the Search Network are on average 53% cheaper than clicks from computers, while click-through rates are comparable. The clients represented in this research, with campaigns targeting Slovenia and Slovenian and English, pay an average of 0.15€ for a click from a computer, but only 0.07€ for a click from a mobile device. On the Google Display Network, which allows text as well as image and rich media advertising, mobile clicks cost 66% less than clicks from computers.
2. Competition is smaller
The mobile market is still in its beginnings in Slovenia. However, the trend is clear: in June 2012, 35% Slovenians said they own a smartphone and the number is growing. However, the Google advertising landscape for mobile phones is still mostly unexplored. Most advertisers in Slovenia do not run specific campaigns targeting mobile and only access the mobile market through “general” Search campaigns, which in most cases do not suit the specifics of mobile advertising.
Less competition means better visibility, more chances to get good positions for your ads for less money.
3. On-The-Go Functions
When targeting smartphones, certain functions become even more relevant: such as the “click to call” feature that allows users to call your hotline directly through your ads. Or the “location extension”, which displays the address of your shop location and links the user to Google Maps. These features allow you to benefit from impulsive, “spur-of-the-moment” activity on Google Search. According to a research done by Sterling Brands, Ipsos and Google in the USA and the UK, 80% searches done on a smartphone are spontaneous and unplanned. Similarly, 81% of shopping-related activities on smartphones are spontaneous and unplanned. By being present and available when these spontaneous decisions are made, you can access your potential customers in real time.
Mobile advertising is booming in major mature markets. In Slovenia, the time to start advertising on mobile is now – right now, we can benefit from the significantly lower costs, lesser competition, and learn and gather experience for later, so that when everyone goes mobile, we will already be a step ahead of our competition.
* all graphics is taken from Mobile Playbook.
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