SoLoMo Gets To Go With Paid Search Flow And Integration!

Jan. 31, 2012 - PRLog -- Cool sounding web savvy phrases such as ‘integrated multichannel and platform social media’ and ‘SoLoMo ( social/local/mobile) marketing strategies’ can often simply make business owners eyes glaze over! Being vaguely aware of what these terms refer to, site owners will always ask if they work and do they generate meaningful business.

The answer is yes to both questions but only if you truly understand how the web is being reorganised along multidisciplinary lines that constantly refines the targeted user audience at the very centre of search and social endeavour. The rise of mobile and tablet technologies is set to continue in 2012, driving online marketing into ever more real-time, multichannel responsiveness aimed at driving visitor traffic by assimilated PPC ad paid search.

Research consistently shows that mobile click-through rates produce a better performance average when compared to search. As more and more consumers choose to search and purchase on mobile, it was inevitable that AdWords would introduce the ‘’bid-per-call’. This means site owners  should look to include a phone number in ads using call metrics.  

The new mobile ad formats of ‘click to call’ and expandable map ads, for example, mean that optimising for website accessibility to a mobile-friendly site is the ‘must-do’ action of the moment influencing site quality indexing. As 2012 unfolds the intersect between social media networking and paid search will be more closely integrated

Following the 2011 launch of GooglePlus, AdWords kickstarted ‘Social Extensions’, which enables site owners to link their Google+ page to their AdWords account. By identifying all +1 clicks from a combined source of Google+ page, website ad, and search results, a brand web domain can ramp up its Google ranking and site authority.

Yet, it’s important to recognise the distinctions between traditional desktop and mobile campaigns and their intended targets. User needs and behaviours on the move can be very different and click throughs need to be carefully understood and managed. Once again, it is vital  for site owners to see the contrast between traditional ‘ push’ remarketing and display in PPC adWords and the essential ‘pull’, intrinsic to search campaigns.

By late 2011, nearly 50 per cent half of all UK internet users said they used their mobiles to go online, a figure expected to hit 85 per cent for all users of a mobile device  in 2012. Undoubtedly, the  key to succeeding at mobile strategies is an effective integration of multichannel and social marketing  - and site owners eyes will indeed glaze over as they see eCommerce going SoLoMo!

Visit http://www.weprovoke.co.uk for more information and advice.

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