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Mobile marketing and paid search: Advertising’s way of the future

Author

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  • Pease, Diane

Abstract

For many businesses, paid search has become a key marketing strategy. For mobile, in particular, the statistics are staggering; for example, over 40 per cent of Google’s paid search clicks are for mobile, and in 2015, more than 50 per cent of search ad spend in the USA (some US$29bn) will come from mobile. Despite this, many businesses have not yet embraced this technology. It is now more important than ever to divest marketing dollars into mobile paid search. This paper describes how to get started with mobile pay-per-click, standards and best practices to utilise with mobile, and the latest mobile paid search advancements.

Suggested Citation

  • Pease, Diane, 2015. "Mobile marketing and paid search: Advertising’s way of the future," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 3(2), pages 114-124, September.
    • Handle: RePEc:aza:jdsmm0:y:2015:v:3:i:2:p:114-124
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    More about this item

    Keywords

    mobile; paid search; mobile search; mobile paid search;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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