The rise of PPC as a branding tool

This article describes how paid search is changing with the rise of mobile and tablet devices, including a movement of pay-per-click (PPC) from desktop to mobile.

The rise of PPC as a branding tool

Niall MacKenzieMEC

Branding in search is changing and recent campaigns have shown that the potential to be timely, witty, clever and impactful, for minimal spend is there.

2013 was undoubtedly the year of advertising to constantly connected consumers across mobile devices. More than 250 million smartphones were sold worldwide in the third quarter of 2013 (Telegraph), while tablets have finally overtaken desktops in the battle for consumers' hard-earned cash.

Across all Paid Search clients at MEC, we saw a 94% and 36% increase in spend on tablet and...

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