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asyJet chooses quick ads to ensure continued success At the breast of all(prenominal) drives success has been the unrivalled popularity of desktop-based explore utilise Google. Still, in spite of desktop traffic remaining high, OMD began to yield a rapidly expanding UK audience using Google on high-end devices such(prenominal) as the iPhone, Android phones and the Palm Pre, all of which give exercisingrs to the dependable net profit browsers. Not only this, but the latest figures predicted roving meshing adoption would leap to 39% among European consumers by 2014 and mobile would be at least twice the sizing of desktop-based internet. It seemed pull in that OMD should start developing an legal mobile dodge for the airline. The info proved that mobile search could be an effective enthrall for advertisers, says Spence. Stitson adds: This was a chance to establish a secure stock case for funding mobile activity. Mobile ads curl up business travellers OMD worked with Google to launch an easyJet campaign using Google AdWords to target owners of high-end phones. It meant easyJet appeared at the top of the paid-for listings whenever users searched Google on their smartphones with certain keywords.

The activity was aimed largely at business travellers using their devices for last-minute flights to UK cities, and terms focused on popular domestic routes. OMD expected participants to be regular flyers, so the ads linked to the main easyJet.com website rather than to a site knowing for mobile users. It believed that this audience would cope better with navigating the website on a mobile device. The results of the promotion! were tracked by DoubleClicks pall away for Advertisers technology. OMD search manager Ashwin Khanchandani says: We used our results to optimise the campaign - which is gloss over ongoing - as time went by. Our findings call down that the people who use Google for search on their mobiles also use Google on their desktops. Its safe to say that brands will contend to include paid-for search on...If you want to get a full essay, order it on our website: BestEssayCheap.com

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