In the world of pay-per-click marketing, the past year has been as eventful as it’s been rocky. There’s been a litany of new advertising features released from big players like Facebook and Google, but the health of PPC advertising has felt uncertain.

In his State of PPC in 2015 presentation, WordStream CEO and PPC genius Larry Kim revealed that cost-per-click on search advertising is at an all-time high, and searches on desktop have been trending downwards for years. What’s going on?

All of the huge changes happening in PPC right now can be traced back to one thing: mobile. Below, we’ll explore how the continued shift from desktop to mobile is affecting digital advertising – and the technology behemoths that enable it.

The year of mobile, now and forever

Pretty much every year since 2009, it’s been declared that whatever year it was must certainly be the year of mobile!

The truth is that pretty much every year since the iPhone came out, it’s been the “year of mobile” in some way, be it mobile devices becoming more sophisticated and more usable, an increase in the amount of mobile-optimized content, or increase in the success of mobile ad campaigns.

But 2015 proved that mobile isn’t just important, it’s dominant. In May, Google confirmed that mobile searches overtook desktop searches in at least ten countries including the US and Japan.

The bottom line is that if you haven’t started optimizing your campaigns for mobile visitors, your visitors are already looking elsewhere. Thankfully, there are plenty of steps you can take to start earning leads on mobile pretty quickly.

For example, the “click to call” button introduced to Google AdWords in February allows prospects to connect with you over the phone without having to click through to another page, making the conversion pretty much instant.

That’s not going to always be an appropriate call to action, particularly in circumstances where you want to nurture your leads and guide them down the purchasing funnel. Thankfully, making a fully-fledged campaign landing page work on a mobile device is pretty easy, too; Unbounce templates, for example, come automatically optimized for mobile, and its Layout Assistant will help you make any Unbounce page mobile responsive.

No matter what steps you take, remember that from now on, every year is the year of mobile.

Read the full post here: http://unbounce.com/ppc/mobile-transformed-ppc-2015/