The good news is that click rates are high. People viewing PPC ads on their smartphones and tablets are clicking on ads. Here’s the bad news: Conversion rates are lower for mobile phones.
OK, I’ll buy Cynthia Boris’s argument. Mobile phone users are on the run, so when they see an ad and click through and want to make a purchase, they just visit the store instead and make the purchase in store. PC users, on the other hand, make the purchase online. Makes a lot of sense.
But let’s think about the future. Smartphones are still new. What will mobile advertising be like in 10 years when everyone has a smartphone?
My guess is that mobile PPC will be as popular and as profitable as PPC has ever been. I also think that conversion rates will be higher. Why? It’s likely that the mobile phone will be most people’s primary telecommunications device. Land lines will be gone.
If that happens, more people will use their phones for web browsing and shopping. They’ll likely make more purchases through their phone as well – particularly books, music, and video purchases. The same with the tablet. However, unlike the PC, people will carry their tablet with them and use it for web browsing and shopping while sitting stationary at the bus station, in the library, in the coffee shop, or even while sitting in their weekly business meeting.
Mobile PPC is on the rise along with smartphone and tablet use. It’s the wave of the future. You might as well get in now while click prices are low.