As we approach the end of 2011, we should take the time to reflect on this year’s marketing strategies, and set our goals for the New Year. It is time to evaluate your successes and see how you can get a strong start in 2012. Many marketers reaped the benefits of investing in mobile advertising in 2011. You should take a tip from these folks and start planning your mobile campaigns now, if you haven’t already.

 

Studies show that search queries coming from mobile devices have increased 500% over the past two years. These numbers show a huge opportunity for acquiring new business and expanding your presence across a new channel. This number is growing, and industries across the board are seeing an increase in activity. Make the most of your mobile advertising by targeting your AdWords accounts with specific campaigns for different mobile devices. Accessibility will give you a huge advantage, and optimization is key when reaching people on their mobile devices. Make sure that your ads are leading people to sites that are formatted for devices like the Apple Iphone or the Microsoft TouchPad. Advertisers who have taken time to create these mobile-targeted campaigns have seen an average 11.5% increase in click-through-rates.

 

Research has also shown that users with smartphones are much more likely to make a purchase if they are able to read reviews on their phone while shopping. That instant access to consumer feedback can really help sell your product, so make sure to reserve a space for that on your site. You can use AdWords local extensions to provide local information for shoppers who are out and about. This can lead people to your storefront when you include pertinent information like your address, telephone number and directions, thus improving sales.

 

Another important thing to remember about mobile users is that they are very devoted to those devices. In fact, 65% of tablet users say that they use them for an hour or more everyday. I have personally seen multiple advertisers take advantage of this in 2011 by offering mobile-specific discounts and offers. Let them know that you appreciate them by providing unique sales opportunities. Review your AdWords analytics for mobile traffic information, and create tablet specific campaigns to reach this high volume of mobile users.

 

You might be surprised just how important a mobile site experience can be to some people. A 2010 study from Luth Research says that more than 50% of people are more likely to make a purchase on a mobile-friendly site. This makes sense because the easier to use the site, the easier to foster a transaction. However, did you realize that if a consumer has a bad experience on your site, they are much more likely to visit a competitors’ mobile site? It’s true; according to Gomez research about 40% of people said they would flee to a direct competitor’s site if they had a lousy experience on yours. It pays to optimize, and you can get some great tips for prepping your mobile site by visiting howtogomo.com.

 

One last thing to remember is that it’s an advertiser’s world out there. You may find this surprising, but some recent articles suggest that in the next couple of years more kids will be able to use a smart phone than tie their own shoes! Now they aren’t saying that kids are developing at a slower rate; what they are saying is there are a number of mobile sites and games out there that are easy enough for a toddler to use. Advertisers can take advantage of this now by creating user-friendly sites for people of all ages. There is no denying that tablets and smart phones are the future so start investing in the little ones now for maximum payout later on.

 

2012 is just around the corner, and technology is always on the rise. Stay on top of the game by reaching people on their mobile devices. Be willing to adapt to the times and you will succeed, with the help of tips like these. May you have a very happy, prosperous New Year.

 

If you are an advertiser today, then you are marketing to people on the go. It seems like just about everyone has gone mobile through the use of smartphones, tablets and other devices. Studies show that mobile search queries have jumped by 500% over the past two years, and YouTube has reported that they average nearly 400 million mobile views every day. Just to put in into perspective, that’s more than 13% of their entire daily views.

 

Those numbers should be an inspiration for you to try to generate new business. In addition to reaching new customers, combining your current advertising strategy with mobile video can help keep your current customers interested. Launching your campaign across a series of platforms, especially mobile ones like smartphones and tablets, has been proven to improve brand recall amongst consumers. Reaching your entire audience with a TV spot is a thing of the past, so it is time to get hip and create some synergy with the help of some other popular mobile sites.

 

YouTube mobile is user-friendly, and gives you a great opportunity to reach a vast audience. One approach to take is to make your ad a promoted video on the mobile homepage. These “promoted videos” can be seen near the top of the video search results on their mobile page.
 

One great thing about promoted ads is that they work on a pay-per-view basis. You will only be charged when a user watches your video. These promoted videos work through an auction-based campaign and you can manage them directly through your Google AdWords account, creating a more seamless process for the advertiser. We encourage you to create separate mobile campaigns in AdWords in order to track and target your video ads more efficiently.
 

Promoted videos are considered to be part of a “TrueView” ad format, meaning you only pay when a potential customer watches at least 30 seconds of your video. In a short while, this format is going to be split into two versions – “TrueView in-search” ads, which are ads that compete in auctions exclusively on the YouTube site and “TrueView in-display” ads, meaning that universe is extended across YouTube as well as the entire Google Display Network.
 

YouTube automatically compiles your views from both desktop and mobile devices, so you will be able to have a running count of how often your ad is being clicked. High click counts will ultimately benefit the “brand channel” that you create on the site. Brand channels boost your online presence, plus you have the ability to outfit your channel with your brand specific messaging and imagery.
 

Another way to spread your message using YouTube Mobile is by investing in YouTube “in-stream” ads or, the 15-second pre-roll ads that run before searchable content on the site. Basically, the audience has to watch your ad in order to get to the content that they are seeking. You can optimize your ads to reach your designated audience based on factors like location and the type of content for which they are looking. The “in-stream” ads are priced on a CPM basis, and you will need to speak with a Google Sales Representative in order to arrange an account.
 

Finally, if you’re looking for a big boost in impressions, you can purchase a YouTube mobile roadblock. These roadblocks give your brand 100% share of voice on YouTube Mobile for an entire day. The format is a mobile banner ad on the home, browse, and search pages of m.youtube.com, and it is available across all mobile devices. Multiple users have tried this approach, and Nielson Mobile data has shown this strategy to increase incremental impressions by 17% for advertisers who opt-in. Additional documentation provided by YouTube can be found here.
 

Now is a great time to take advantage of mobile opportunities that other popular sites are offering. YouTube and Google AdWords have created a great environment to advertise using online video. The addition of mobile makes this even more powerful. Try incorporating mobile video into your campaign to boost brand recognition and recall, and watch your conversions skyrocket as you continue to engage the audience on the go.

Christmas is just around the corner, and what better way to boost your holiday sales than by investing in product-specific advertising? “Product Listing Ads” in AdWords give you the opportunity to share more pertinent information about a product. These search ads can include photos, price points, customer review snippets and more, without paying any more for clicks.
 

Obviously, this method has a better chance of leading to conversions because consumers have a better understanding of your products, even before they visit your site. These Product Listing Ads have been proved to lead to higher clickthrough rates, more accurate leads, and increased sales overall. Google states that potential customers are 50% more likely to click on a Product Listing Ad versus a regular text ad for retail centers returning in the same search query.
 

Google is well aware of the advantages of these ads. In an effort to spark holiday purchases, they have unleashed some updates to these features over the last few weeks. For one, there is now more space for featured products on the search results homepage. This increase of space now gives five advertisers the chance to show off their wares. As a result, more shoppers will be exposed to those ads at the top of the page leading to high click-rates and page views.
 

 

Google has seen a tremendous 600% jump in traffic this year for sites that advertise using Product Listing Ads. With the holidays fast approaching, they anticipate traffic to skyrocket higher than it ever has before. In other words, you’re not going to want to miss out on this opportunity to reach eager gift shoppers. These ads operate the same as any other, and you only pay for the click to your website.
 

There are several steps you can take to make the most out of your AdWords account this holiday season. If you haven’t already created a holiday specific campaign, it’s not too late. You still have time to pull in those last-minute sales. Set aside a generous budget specifically for this time of year to maximize incoming profits, and don’t hesitate to feature ALL of your products. You want to make sure that you are showing enough products to have a significant presence, and measure up against your competitors. You can also use the Product Listing Ads to promote special offers or promo codes that will entice more consumers to visit your site and click that “Buy Now” button.
 

Make sure to visit your account on AdWords regularly to confirm that your product ads are being matched with the most relevant search queries. You can manage this in your Data Quality tab in the Merchant Center.
 

Don’t let your business get lost in the clutter this season. Make your presence known with Product Listing Ads available through AdWords. You should see higher click-through rates, more conversions and a higher return on investment. All of those things will lead to a happier holiday for you!

Smartphones have changed the landscape for advertising. Over the last several years, advertisers like you have had to adjust their strategies in order to reach consumers on the go. As mobile sites have become more and more essential, there are a number of ways for people to creatively access those websites. 2D codes like QR code and Microsoft Tag are great ways to reach new customers and improve your conversion rates.

 

If you have a smartphone, you should be very familiar with QR codes. A QR code (short for Quick Response code) is a square shaped pattern that can be scanned and interpreted by an app to reveal a special message. The QR codes can store a multitude of data from websites and photos, to phone numbers and more. This technology is fairly new to the US, but QR code usage was up more than 4,500 percent from the previous year. A company that monitors QR code usage called ScanLife reported that nearly 60 percent of the 20 million codes scanned this year were coming from America.

 

With statistics like those, it’s obvious that there is a huge advertising opportunity out there for you. There are several things to keep in mind when launching a Mobile Barcode campaign. First, the code should support a clear business goal such as creating new leads, increasing traffic or keeping current customers interested. The codes should also generate value for the user. Whether it’s a time saver or a money saver, the user should be able to quantify the value of using a mobile barcode.

 

You should never assume that your customers know how to use the codes, so always be sure to provide instructions and direct people where to find the appropriate apps. It’s also important to ensure that these codes are functional across a series of mobile devices. For example, the size should be big enough to be read by older smartphones. Testing is necessary to ensure that your mobile barcode is working correctly, and serving a goal.

 

Use your QR Code as a means to acquire conversions. Once you craft a thoughtful call-to-action, you can sit back and watch the customers come rolling in. By launching a mobile barcode campaign you are giving yourself an extra opportunity to reach people on the go. This is what makes these kinds of campaigns so unique.

 

There are multitudes of ways that you can use these codes to improve your conversion rates. In order to increase sales, include a QR Code on your website and link to a map to your place of business for easy directions. You can also use them to promote coupons and discounts.

 

You should also consider including QR codes with offers for customers to complete surveys. If you are seeking customer feedback, you often have to provide those people with an incentive, and you also need to make it easy for them. QR codes can log information quickly and bring them to a hyperlink extending special offers. You can use a similar approach in order to seek reviews on Google Places. In turn, those reviews can ultimately affect your conversion rates and ad ranks.

 

Another popular approach to take is adding a QR code to guide customers to product installation and help videos. This can help decrease the influx of calls, while still providing support for your customers.

 

QR codes play a huge role in increasing social network presence and ultimately brand/product awareness. Try using in-store QR displays that direct customers to your Facebook Fan page. These codes can appear anywhere from a stand-up display to a product catalog. Having that ready and available on-site will increase engagement in your online channels, while also promoting general awareness. You can also provide codes for people to check-in on Foursquare, another social networking site that allows people to share places or businesses that they have visited. These “check-ins” increase awareness of the businesses, and encourage friends to visit as well.

 

As QR codes become even more popular in America, you should consider using them on general advertisements to promote special offers, on Billboards to drive traffic to your business, on mail pieces to increase your leads, and on sales receipts to encourage customers to place future orders; that’s just the beginning. The easier you can make it for your customers to reach out to you, the more your business will succeed. You are reaching your customers while they are on the go and through their mobile devices. QR codes create a unique opportunity for you to reach consumers on that personal level. Now is the time to take advantage of this advanced technology to improve your business.

The holidays are upon us. People are spending time with family, they are having more time off of work and most importantly, they are spending money, and lots of it. As an advertiser, you should already be prepared for the onslaught of holiday purchases, but if you are still figuring out your strategy, here are some important things to know this season.

 

Google recently released their fourth annual study on consumer holiday shopping trends and intentions. The findings in this research did not come as a surprise to many, as it supported the predictions of many online marketing professionals – more people are using mobile and tablet devices for their holiday shopping. In addition, it revealed some new information that more than ever, people are using search engines to influence their buying decisions, and ads aren’t able to keep up with the influx of search queries.

 

You can use these findings to shape your advertising strategy and boost your sales this holiday season. Here are some of the key factors that you should keep in mind:

 

More than half of all consumers (55% to be more accurate) plan on taking advantage of using coupons this season. With the American economy still in a rut, consumers are hard pressed to find a deal. You should develop creative promotions and coupons to ensure that your customers feel that they are getting the best bang for their buck. This can also introduce you to new customers, who will be more likely to return after the holiday rush.

 

Around 46% of consumers claim that they will use search engine sites to research the gifts that they purchase this year. This gives you the opportunity to try out a variety of online marketing tactics. Create an AdWords Campaign solely for the holidays, try a click-to-call strategy or branch into using online video to promote your products. The more that people browse, the more chances you have to make holiday-related conversions.

 

Studies showed that there is a 5% increase in consumers using deal-targeted sites like dealnews.com, group-buying sites like Groupon and Living Social and social networking sites like Facebook to influence their holiday shopping. These sites have the ability to reach unique markets while promoting special prices for their members.

 

Consumers have boosted their search queries up 26% since last year, yet Google is selling 26% less ad space. This proves that these searches are multiplying faster than ads can keep up. This means lower CPC prices for you. You should plan to invest in new campaigns now, before everyone else does. This insures hard to beat rates and the opportunity to saturate your market before your competitors do.

 

Potential shoppers also claimed that they would begin making their holiday purchases in the next three weeks. With the passing of Black Friday, many have already begun. Now is the best time to reach your audience.

 

Now that you have the numbers, what instruction should you take from this research? Here are some tips to ensure that you are doing your best to reach your audience this season.

 

Try incorporating online video into your advertising strategy. People are using this more than ever when making purchasing decisions. TrueView advertisements are AdWords video ads on YouTube. Because you are only charged when a viewer watches for at least 30 seconds, this ensures that you aren’t paying for ads that are skipped or accidentally clicked. Video ads, though their conversion rates aren’t as high, also tend to be about four times cheaper than their desktop counterparts.

 

Take advantage of mobile and tablet-only ads. This market is currently underserved, yet it is huge and still growing. Create campaigns that are specific to this medium and you’re bound to reach some affluent users. The economic status of tablet buyers tends to be higher than those of regular desktop buyers. Use this knowledge to reach this audience through a tablet-only campaign.

 

Incorporate coupons into your marketing strategy. This could mean using promotional codes, advertising on comparison sites, or opening the door to group-buying sites like Groupon. This is a great opportunity to reach new consumers who could become return customers in the future.

 

If you are a large brand, focus on the national market. You’ll see hundreds of major brands roll out holiday campaigns during the weeks leading up to Christmas and Chanukah. If your company is on the smaller side, find some ways to focus on your local audience. You can do this by using different demographics within your AdWords campaigns, such as geography or sometimes using different languages depending on where your local market may be.

 

Finally, if you haven’t hopped on the mobile site bandwagon, it is time to do so now. If you haven’t tapped into this market you are definitely missing out on a huge number of users. Recent studies have shown that more people are doing their browsing on their smartphones and tablets than ever before. Not only are people performing search queries, but they are also searching for store locations and phone numbers, and making purchases directly from these devices. It’s important to have optimized mobile sites that can handle these demands and complete valuable conversions. To ignore this market is to ignore the majority of consumers today.

 

Take some tips from Google’s Fourth Annual Research on Consumer Shopping Trends and Intentions report. By using these guidelines, you are on track to create successful holiday campaigns and increase your sales this season.