© Search Engine People Blog

For many online retailers, the share of pay per click (PPC) revenues from mobile devices is rising across the board.

While the overall percentage of PPC that mobile accounts for remains small, it is growing quickly with some retailers seeing 600-900% year on year increases in mobile's share of PPC revenue from advertising through Google AdWords. By default, PPC advertising campaigns are already syndicated through mobile devices. You can examine the impact that mobile is having on the profitability of your campaigns by running reports in the "Campaigns" tab within AdWords. If your return on investment is low on ads that are served via mobile devices, consider disabling syndication to mobile temporarily. If your ROI is high, though, you can try to scale those profits even further. One way to do this is to build campaigns devoted specifically to mobile.

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© ▌ÇP▐

Web advertising and media companies say that they have money to invest in original web video programming, but the problem has been building a loyal audience that will make this investment pay off. Sites like Hulu, CollegeHumor, Blip.tv and Cracked.com are all trying to draw recurring viewership by enticing users to tune in at a certain day of the week, and running TV-like promos for web shows or cross-promoting series against similar content.

Fullscreen Inc. has begun promoting web shows by tapping people with large followings on social media sites like YouTube and Twitter, and using them as a mouthpiece. They also introduce video creators to established YouTube stars, hoping this will get them further publicity by acting in or helping to make a show. Video creators are now building their own distribution channels through social media rather than relying on traffic from sources like Google search and online advertising.

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© Jon Olav

Advertising business TidalTV has announced a partner ship with personalization technology provider Eyeview to tailor video ads by consumer demographic, geolocation and even local weather conditions. They are confident that the result will be greater awareness and conversion rates. Advertisers have been looking for better ways to connect with consumers using the unique capabilities of digital and video.

The partnership will allow TidalTV to ensure greater relevance when a video is served. Eyeview's technology offers viewers personalized video experiences based on specific real-time data feeds, so that advertising can be customized to account for local weather conditions, geolocation, current deals and prices, demographics and other user information. TidalTV has aggressively raised capital since its launch in 2007 to establish itself as a player in the online video business with its one-to-one ad "decisioning" technology.

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