Written by Luke Cerny
When managing PPC campaigns, it’s easy to get caught up in optimizing things like keywords, bids, and ad copy while altogether forgetting about the multitude of easy targeting options we have to take advantage of. Obviously, these recommendations must be made with the client’s goals and objectives in mind, but something I’ve noticed in my years managing PPC accounts and auditing campaigns developed by others, is that more often than not, there are still some low-hanging fruits to exploit.
For example, let’s take a look at device targeting. If your client wants to focus strictly on website sales and doesn’t have a mobile friendly site, it might not make sense to target smartphone users. People searching on their phones aren’t typically looking to purchase via their device, and if you have a limited budget that is constantly maxing out you will want to get the biggest bang for your buck, right?
But what about tablets? They are sort of in between… do you lump them with mobile devices… or keep targeting?
According to GigaOm, Monetate, who analyzed more than 100 million online shopping experiences, offers data that suggests you might want to keep targeting tablets in your eCommerce campaigns.
In Q1 2011, tablet visits to eCommerce sites accounted for a measly 1.66% of traffic, compared to 4.25% mobile traffic.
In Q1 2012, however, tablet visits skyrocketed, accounting for 6.52% of traffic, compared to 5.35% mobile traffic. Not only has tablet traffic increased almost 4-fold, it has surpassed mobile altogether!
This is all good to know, but what about web sales? The Monetate study says tablet conversion rates in Q1 of 2012 were 3.23% – just a hair behind the PC at 3.51% and far above smartphones at 1.39%.
Tablet use certainly isn’t going to decline. It’s already changing the tech landscape, whether you own one or not. If you take anything away from this article it is this little nugget: Tablets are, for the most part, performing as PCs when it comes to eCommerce. So treat them as so.
Read the full GigaOm article on how tablets are driving eCommerce traffic.
Read more about how tablets are changing the tech landscape on this article by Digital Trends.
