Search Engine Marketing: Finding Santa's Helpers

Ensuring that your promotions are visible in mobile search is essential for retailers this holiday season. It's expected that mobile paid search impressions will be at an all-time high in December. Based on Performics' aggregate client base, Google mobile paid search impressions peaked in December 2010 at 13 percent of all Google paid search impressions (desktop plus mobile). After dropping in January, mobile paid search impressions this year have risen steadily each month. In June that figure reached 12 percent of total impressions, four times higher than the previous June. These year-over-year increases, coupled with mobile's strong 2010 performance, foreshadow a huge mobile paid search opportunity for retailers. Despite aggressive growth, mobile paid search is still a bargain: mobile cost per click (CPC) for Performics' clients is about half that of desktop CPC.