A look at the most current mobile advertising opportunities, best practices and challenges on self-serve ad platforms like Google AdWords and Bing Ads.

1. Mobile Advertising
Succeeding In A Multi-Screen World

2. Agenda
• Introductions and overview
• Importance of mobile ads
• Your mobile website
• Mobile advertising opportunities

3. Introductions
• Name
• Company
• One thing you would like to get out of today’s session

4. Today’s Speaker
Ben Page
Digital Advertising
Manager, Top Floor
www.linkedin.com/in/
getbenjaminpage
@Benjamin_Page

5. Why It Matters

6. Smartphone Usage
61%The percentage of smartphone owners that
perform a daily search on their mobile device.

7. Facebook Mobile Ad Revenues
62%The percentage of the $2.68 billion total ad
revenue in Q2 of 2014 attributed to mobile
advertising.

8. Google Mobile Search Ad Share
90%The percentage of mobile paid search ad share
that is owned by Google.

9. BY THE WAY…
Is Your Site
Responsive?

10. "Starting April 21, we will be
expanding our use of
mobile-friendliness as a
ranking signal."
-Google Webmaster Central

11. This Week, A Google Rep
Announced That The Impact
Of The New Algorithm Update
Will Be Greater Than That
From Panda Or Penguin

12. Providing A Good Mobile
Experience

13. Use Context To Delight!

14. Ask: What Does The
Mobile Customer Need
Most When Interacting
With You?

15. Types of Content
• Product Information
• Business Location
• Technical Drawings
• Demonstrations

16. Content Formats
• Video
• Imagery
• Writing
• Rich Media

17. Content Location
• On Website
• In-App

18. Considerations
• Is the content relevant and
timely?
• Is it effortless to consume?
• Is it immediately obvious
what the next steps are?
• Is it integrated with my
overall digital ecosystem?

19. But Back To The Point.

20. You’ve Built Great
Content.
Will Your Audience
Find It?

21. WELL… MAYBE.

22. Mobile Advertising Opportunities
• Mobile Paid Search
• Mobile Remarketing
• Mobile Display (Banner & Video
Advertising)
• Mobile Social Ads
• Mobile eCommerce

23. Mobile Search Locations
77%The percentage of mobile searches performed in a
location where people are likely to have a PC
available to them.

24. Mobile Paid Search Lift
88%The percentage of mobile search ad clicks that
are incremental to organic clicks.

25. Mobile Paid Search
• Accessible via self-serve ad platforms like
Google AdWords and Bing Ads
• Ads show in search engine results pages
(SERPs)
• Option to show only your business phone
number if you have a poor mobile website
experience
• Choose your bid and daily budget
• Pay per click (performance driven model)
• Post-click metrics are fully trackable

26. Mobile Ad Examples

27. Mobile Ad Examples

28. Mobile Paid Search - Get Started
1. Determine Campaign Goal
1. Website Traffic
1. Direct Response
1. Registration
2. Download
3. Form Completion
2. Mobile App Installs
3. Engagement Within Mobile App
4. Generate Phone Calls

29. New Campaign Best Practices
• Choose appropriate geotargets
• Create an ad schedule
• Optimize for clicks
• Extend your ads with useful information
• Ad extensions
• Offers
• Mobile-specific landing pages
• Develop mobile-specific ad copy

30. Advanced Bid Control

31. Advanced Location Targeting

32. Mobile Copywriting
• Punctuation
• Lead With CTA
• Ask People To Call

33. Mobile Call Extensions

34. Mobile Location Extensions

35. Mobile App Extensions

36. Mobile Sitelink Extensions

37. Mobile Callout Extensions

38. Ad Extension Rich Data

39. Mobile App Install Campaign

40. AdWords Remarketing

41. Mobile Search Remarketing
• Reward Loyal Customers
• Shrink Missed Opportunities
• Ads Show In SERPs

42. Mobile Search Remarketing
How?
1) Build an audience based on
previous user interaction on your
website.
Pro Tip!
Edit The Audience Membership
Duration Based On Your Sales
Cycle (Default Is 30 Days)

43. Mobile Search Remarketing
Criteria:
• Goal Completion
• Cart Abandonment
• Page(s) visited
• YouTube engagement

44. Mobile Search Remarketing
How?
2) Choose keyword targets

45. Mobile Search Remarketing
Bid on:
• Competing brand names
• Broader match types of terms
you already bid on
• Keywords indicating the next
step in the marketing funnel*

46. Mobile Search Remarketing
*Example
• Build an audience for users who have
viewed informational (awareness) content
on your blog.
• Bid on keyword representing the next
stage in the marketing funnel: cost, price,
review, rating
• Feature something relevant to the user at
that stage in your ad copy

47. Mobile Search Remarketing
How?
3) Apply targeting and bid
adjustments

48. Mobile Search Remarketing
1 2

49. Mobile Display Remarketing
#1 Tip: Apply Site
Category Exclusions!

50. Mobile Display Remarketing

51. Mobile Display Remarketing
Think About Your
Bid Strategy

52. Mobile Display Remarketing
Scrub Non-performing Placements

53. Mobile Display Remarketing
Google Options Worth Testing:
• Targeting Optimization
• Lookalike audiences

54. Mobile Display Advertising

55. Mobile Display Advertising
Instead Of Targeting Based On Previous Site
Interaction, You Can Choose Other Criteria:
• Demographics
• Specific Site Placements
• Website Topics
• User Browsing Behavior (Interest & In-market)

56. Mobile Display Advertising
On Google AdWords, over 2 million properties
make up the display network:
• News sites
• Blogs
• In-App placements (AdMob)
• Google properties (Gmail, YouTube)
• Social networks
• Video & Image sharing sites

57. Mobile Media Time
89%The percentage of mobile media that is consumed
within-apps (versus on mobile websites).

58. Mobile Display Advertising
Ad Formats:
• Banners (Static & Animated)
• Text Ads
• Video
• Rich Media (Engagement Ads)

59. Facebook Advertising (Mobile
News Feed)

60. Facebook Advertising
Audience Extensions

61. Facebook Retargeting
Layer Custom Audiences With Targeting And
Creative In The Power Editor Dashboard To
Effectively Do “Facebook Retargeting” In A
Self-serve Fashion

62. Mobile Measurement
• Create metrics to reflect your goals
• Measure year-over-year
• Consider multiple perspectives and angles
• Use data to tell a story
• Make strategic decisions

63. Mobile Measurement
EX: LOWER MOBILE BIDS OR IMPROVE CONVERSION RATE

64. Recap
• Get your site and content in order – use context
to delight
• Determine your goals
• Choose your platform
• Develop hypothesis and set up accordingly
• Measure, test and grow

65. THANKS!
@BENJAMIN_PAGE

66. Sources
• http://www.forbes.com/sites/greatspeculations/2014/07/15/google-earnings-preview-
revenue-growth-from-mobile-to-buoy-results/
• https://www.thinkwithgoogle.com/articles/mobile-ads-experiment.html
• http://www.themobileplaybook.com/en-us/#/chapter1_2
• http://www.marketingprofs.com/articles/2015/27193/mobile-ppc-a-simple-guide-to-
mobile-search-marketing-for-zeroing-in-on-customers?adref=nlt030415
• http://googlewebmastercentral.blogspot.com/2015/02/finding-more-mobile-friendly-
search.html
• http://www.comscore.com/Insights/Blog/Measurement-Proves-the-Effectiveness-of-
Mobile-Advertising
• http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-
marketing-statistics/
• https://think.withgoogle.com/mobileplanet/en/