![]() I set out to find just one brand rocking a mobile PPC strategy from ad text through thank you page that I could use as an example to steer clients in the right direction. While the AdWords creative format limits totally erroneous execution, the missed opportunities abound. Now, let me focus specifically on mobile SEM. ![]() When these expectations aren’t met, we not only “back out” (speaking of bad mobile UX, sometimes you can’t even back out) and go elsewhere, we also often get a bad taste in our mouth for a brand. Wow! I didn’t have to drive to the library, pore through complex catalogs and load up some microfiche to see this photo (if you don’t know what microfiche is, rejoice, but don’t tell me about it because you’ll make me feel old).īut user expectations have changed since then we expect fast, we expect easy, we expect intuitive. In 1999, I remember clicking on a thumbnail to see a bigger picture of something and happily waiting a minute or more as pixel after pixel loaded. Why? Because the whole system evolved together. Bandwidth and user expectations were evolving at the same rate the user experience was. To go back to my 1999 comparison, unlike the non-mobile web, all those embarrassing sites from the late 90’s and early 00’s were actually okay. Apologies, but I need to quote this statistic again: 50% of paid search clicks on Google will be mobile by the end of next year! However, there are dizzying missed revenue and acquisitions opportunities on today’s mobile web. This one was certainly good for a chuckle, but the business impact is basically nil - one poorly formatted social share. I don’t mean to beat up on Marin, though - they are by no means an outlier on these kinds of “oopsies.” I see large brands with all kinds of big mobile fails all the time. (Also, to Marin’s credit, they quickly responded to some user feedback and fixed the page.) Ironic, right? A highly funded public company in the digital advertising world, promoting their mobile benchmarking data, within a mobile app, and they didn’t use a mobile responsive landing page.
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