Reporting live from Connect, our two-day search event in Miami, here’s the second in a series of posts summarising a few of our sessions, covering either organic engagement or paid search innovation.
Yesterday, we heard from the awesome Larry Kim from WordStream, the most influential PPC expert for three years in a row and a man who can rattle through 156 fascinating and incredibly helpful slides without taking a breath.
What’s the current landscape of PPC?
Well, it doesn’t look great. As Larry says, “We’ve had a good run. It’s been 15 years, but there are headwinds on the horizon.”
Planning and budgeting for your promotional campaign at the very start of your mobile project is critical to success.
It doesn’t matter how brilliant your mobile website or app is if no one knows about it or uses it.
The Catch 22 is that people visit websites/apps found at the top of web search results and they download native apps that appear in app store top 10 category lists. But to achieve these rankings your site or app has to be among the most popular.
This is what makes the go-to-market strategy crucial to the success of your project. Planning and budgeting for promotion in advance is not only essential for determining project ROI, as discussed in previous column but it should also influence the development process.