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Frequently Asked Questions

1General Questions

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      1.1 How popular is Mobile Engagement?
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      Online advertising is now all about the mobile consumer, as this segment is undoubtedly the fastest growing of all online user groups (see reference). More than 12% of all searches conducted on the web are now coming from mobile devices, with more growth ahead. More than 97% of mobile searches are conducted through Google. Quite frankly, mobile engagement is seen by many pundits as now a key element to any successful online marketing campaign. Ref: http://searchengineland.com/mobile-now-12-percent-of-all-paid-search-impressions-86121

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      1.2 Why do I need a separate Mobile Engagement Campaign?
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      With more than a billion cellphones in use across the globe, along with hundreds of thousands of tablets and other devices, the mobile marketplace has never been more relevant or important. User interaction on mobile devices has risen exponentially in recent years, so it is now mission critical to aim specific campaigns towards mobile users. However, the constraints of mobile devices mean that mobile consumers behave differently than the desktop user, requiring different emphases and navigational choices. Captain Marketing suggests the creation of a separate mobile campaign to directly address and capture the mobile customer.

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      1.3 What ad formats are available for Mobile?
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      Mobile advertising can mean anything from a simple text ad to interactive rich media formats. Captain Marketing suggests mobile efforts begin in terms of mobile search, where the environment is strictly limited to the text ad format. These ads resemble desktop text ads, but include a phone number and call to action that suggests dialing rather than a click. Like any other online marketing campaign, your testing data will determine which ad copy works best for you.

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      1.4 What are sitelinks?
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      Sitelinks are the links below your paid ads that allow consumers more opportunities than the URL you’ve set aside for your ad. These links might lead to other landing pages that might be interesting to your customer. For example, if the search query was for “socket wrenches”, the advertiser would deliver the user to a page that features the entire socket wrench inventory available on their website. With sitelinks, advertisers allow users to skip a step by creating one link to various choices, rather than forcing the mobile user to scroll through vast amounts of information to find what they need. Sitelinks present the user with more choices, while taking up more real estate on the page to make your advertisement more prominent.

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      1.5 When should I create a custom Mobile Website?
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      Absolutely. There is little point to establishing a dynamic online marketing campaign if your users are unable to access your website effectively from multiple devices or browsers. Indeed, your SEO campaign is now partially dependent on whether your website is mobile compatible, as Google now considers this issue when assigning quality scores. If you want users to access your website from a mobile device or tablet, you must send them to a page that guarantees them a convenient, pleasant user experience. Discuss your mobile options with a Captain Marketing specialist before moving forward!

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      1.6 How do location extensions work?
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      Location extensions are a free way to provide more information to your users when they search for your goods and services. Utilizing Google Places, you can link your Google Places account to your Adwords account, which in turn allows you to show your mapped location within the ad on the search engine results page. Location information is always critical to the mobile user, as many are conducting price comparisons with your nearby competitors.

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      1.7 Do I need a custom Mobile Website?
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      While maximizing your mobile user’s experience is extremely important, a specific mobile app is not necessary or even recommended in many situations. Ensuring your website is mobile friendly and optimized for SEO, PPC and mobile customers is a far better and more cost effective use of limited financial resources. While our designers are ready and able to create an appealing and super functional mobile application for your website, it’s not seen as a “must have” by any means by most online marketing pundits in today’s marketplace.

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