Expert Advises Marketers on Mobile Paid Search

by Lucy Griffiths on 18th May 2010

Marketing professionals are being advised on the best ways to utilise mobile paid search advertising to help boost their brand’s profile.

Writing for Search Engine Land, Mona Elesseily said that the industry had "significantly picked up steam" after a number of years in the doldrums and offered tips on how to make the most this avenue.

Ms Elesseily, a director of marketing at Page Zero Media, which specialises in this area, told readers that the consumer shift to smartphones is a compelling reason for companies to take an interest in mobile advertising, including those who invest in professional SEO services.

She indicated that there is an advantage to having products that need short consideration from a potential consumer such as ringtones or downloadable music, with items such as loans being disadvantageous.

However, the expert was keen to point out that there are successful campaigns forged by brands needing extended and careful thought, such as a bricks and mortar retailer and a sporting goods outlet.

Furthermore, she reminded marketers that with mobile search engines often carrying just one or two adverts in their results, it is important for companies to make these positions as these ones perform best.