Monday, August 15, 2016
A respected figure in the online advertising sphere, Steven Danson launched his career in the late 1990s with mamma.com, the first ever metasearch engine. Having pioneered the concept of the retail advertising network, Steven Danson launched Keyword Digital in 2011. His company emerged quickly as a major distributor for a number of leading keyword-targeted ad networks and agencies, as well as directories and search engines.
Steve Danson and his team create mobile pay-per-click (PPC) advertising networks that offer the highest levels of contextual targeting. Mobile PPC is a fast expanding advertising pathway enabled by a continued shift toward mobile devices. More than six billion smart phone users are expected by 2020. With digital ad spending expecting to reach nearly $60 billion within a couple years, content and product marketing are continuously growing.
Click through transaction rates are high on smartphones, with more than half of consumers clicking on a mobile PPC ad making immediate purchases. A significant number of people also make purchases later, and conversion goals for complex products, such as home financing, do not aim for the “quick sale.”
One of the key aims of any mobile PPC marketing campaign involves elevating brand awareness and building trust. The number of consumers who click on an ad translates into higher ranking on Bing and Google and creates a circle of heightened brand prominence.