Mobile marketing and paid search: Advertising’s way of the future

Abstract

For many businesses, paid search has become a key
marketing strategy. For mobile, in particular, the statistics are
staggering; for example, over 40 per cent of Google’s paid search
clicks are for mobile, and in 2015, more than 50 per cent of search
ad spend in the USA (some US$29bn) will come from mobile. Despite
this, many businesses have not yet embraced this technology. It is
now more important than ever to divest marketing dollars into
mobile paid search. This paper describes how to get started with
mobile pay-per-click, standards and best practices to utilise with
mobile, and the latest mobile paid search advancements.