SES New York - Driving Mobile Traffic: SEO &PPC

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This presentation on Driving Mobile Traffic: SEO and PPC was given by ContactPoint CEO Jason Wells on March 21, 2012 at SES New York.

This presentation on Driving Mobile Traffic: SEO and PPC was given by ContactPoint CEO Jason Wells on March 21, 2012 at SES New York.

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  • What’s your goal? Not every goal type is conducive to mobile advertising. For example: Lead-gen should be simple click-to-call not forms. App downloads need to be device specific. In-store visit needs to consider geo-location. Make sure you have metrics for all conversations.Mobile Ready Pages. Need to completely rethink landing pages and website navigation for mobile. Most elements don’t overlap.Mobile analytics. Google and other have decent mobile analytics for web pages and apps. There are some emerging mobile analytics providers that give deeper insight than Google Analytics (see Bango.com)
  • Example of brands doing mobile right. Zynga, Amazon, Nike, Victoria’s Secret.Mobile ready websites, simplified clicks, rich media, mobile specific PPC campaigns

Transcript

  • 1. Driving Mobile Traffic: SEO & PPCJason WellsCEO, ContactPointjason@logmycalls.comTwitter: @logmycallsTwitter: @jasonrwells New York | March 19–23
  • 2. New York | March 19–23, 2012 | #sesnyWhy Mobile MattersThe Evolution… Enormous Tiny Enormous Again Your logo here @logmycalls
  • 3. New York | March 19–23, 2012 | #sesnyWhy Mobile Matters • There are 6.8 billion people on the planet. 5.1 billion own a mobile phone. 4.2 billion own a toothbrush. Unysis, 2011 • It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. CTIA.org, 2011. • 91% of all U.S. citizens have their mobile phone within arms reach 24/7. Morgan Stanley, 2011 Your logo here @logmycalls
  • 4. New York | March 19–23, 2012 | #sesnyWhy Mobile Matters • Late January 2012 • 48% of all mobile subscribers own a smart phone • December 2011 • 44% of all mobile subscribers own a smart phone • January 2011 • 31% of all mobile subscribers own a smart phone • 69% of those who bought phone in that last 3 months bought a smart phone • In the 18-34 age group, the number is 80% Source: Nielsen, 2012 Your logo here @logmycalls
  • 5. New York | March 19–23, 2012 | #sesnyWhy Mobile Matters1. It is SCARY Effective U.S. Mobile Ad Spend (Billions) 12• 9 out of 10 mobile searchers take action after a 10.6 smart phone search - Google, 2011 10 8.6• 7 out of 10 mobile searchers take action within 8 1 hour – Mobile Marketer, 2011 6.4 $ Billion 6 4.32. Room for Growth 4 2.6• Roughly 52% of people with mobile phones still 2 1.4 0.7 DON’T have smartphones – Nielsen, 2012 0• “It is still very early in the mobile business,” 2010 2011 2012 2013 2014 2015 2016 Larry Co-Founder, Google, Oct. 2011, New York Times. Source: Morgan Stanley, 2011 • Massive room for growth • The business world is largely unaware of mobile’s possibilities, even fewer are utilizing mobile marketing effectively. Your logo here @logmycalls
  • 6. New York | March 19–23, 2012 | #sesnyWhy Mobile Matters3. ‘Buying’ Demographics Use Mobile• The young and those with money to burn wealthy have smartphones. Your logo here @logmycalls
  • 7. New York | March 19–23, 2012 | #sesnyWhy Mobile Matters4. Growth of Mobile Search (and consequences)• Mobile search will surpass desktop search within by 2014 or 2015. Google, 2011.• “Mobile search is definitely going to surpass desktop search,” Scott Huffman, Dir. of Engineering, Google, New York Times , Apr. 2011.• In three years time, desktops will be irrelevant,” John Herlihy, VP of Global Ad Operations, Google, Digital Landscapes Conference, 2010.AND YET• The VAST majority (65% to 75%) of small businesses don’t have a mobile site or landing page.• Many (35% to 44%) of medium and large businesses don’t have a mobile site or landing page. Your logo here @logmycalls
  • 8. New York | March 19–23, 2012 | #sesnyWhy Mobile Matters• It is important we fully ‘figure out’ mobile now. • Are we measuring the right things? • What are the goals of mobile marketing? • Are our landing pages, websites and calls to action optimized? • Where do GeoSocial tools and landing pages fit? • We need to find answers to these things NOW or we will be left behind. Your logo here @twitterhandle
  • 9. New York | March 19–23, 2012 | #sesnyMobile PPC Fundamentals• Before Getting Started • What’s your goal? Define your mobile conversion. Lead-Gen, App Download, Buy Now, Phone Call or In-Store Visit • Clean slate? Don’t assume any similarities with desktop campaigns • Are landing pages mobile ready? Emulate devices and browsers. Compatibility Android 2.x and iOS 3.x and later. • Target platforms and devices? Are your products specific to a device or OS • Mobile analytics? Capturing device and browser info is critical to success @logmycalls
  • 10. New York | March 19–23, 2012 | #sesnyMobile PPC Fundamentals• Getting Started • Separate your mobile campaign from desktop campaign • Keywords, Ad Groups, Landing Pages and Offers are distinctively different • Exclude Adwords content network to start • Bid for position 1-5 to be on page one • Many searches will end up with only positions 1-3 on page one @logmycalls
  • 11. New York | March 19–23, 2012 | #sesnyMobile PPC Keyword Strategies• Mobile searches include more misspellings and shorter keyword phrases• Start broad to discover mobile keyword phrases then use negative keywords and phrase matching to optimize• Do mobile specific research using advanced options and filters
  • 12. New York | March 19–23, 2012 | #sesnyMobile PPC Bid Strategies• Lower bids/ higher conversions are possible:• Geo-targeting • Take advantage of location awareness• Device Targeting • Tablets, smartphones, wi-fi and carriers• Day-Parting • Desktop off-hours are mobile on-hours @logmycalls
  • 13. New York | March 19–23, 2012 | #sesnyMobile PPC Ads and Offers• “Sell the click” more than ever • Short Ad Copy: Mobile audiences have even shorter attention spans• Instant Gratification • Call, buy, download NOW • “1-click actions”• Consider mobile specific offers • Free works better than cheap • Deep discounted limited time @logmycalls
  • 14. New York | March 19–23, 2012 | #sesnyMobile PPC Smartphone vs. Tablet• Smartphone Do’s • Tablet Do’s • Click-to-call or map-to- • Rich media landing location pages • Use new HTML5 ad • Video advertising formats (multi-panel, • Ad formats that take Interstitials etc.) advantage of screen• Smartphone Don’ts size (be careful of • Flash image scaling) • Tablet Don’ts • Long Ad Copy • Click-to-call @logmycalls
  • 15. New York | March 19–23, 2012 | #sesnyPPC and SEO: Mobile Differences• In mobile PPC and SEO the most common action is phone call.• User intent is different (decision v. research)• Mobile clicks are still selling slightly below marketing value.• By default, Google ads will be syndicated to mobile devices. You can assess success and then either change settings or create new campaigns. Your logo here @twitterhandle
  • 16. New York | March 19–23, 2012 | #sesnyPPC and SEO: Mobile Differences• The most common result and goal of mobile search and PPC is a phone call.• Action Following Mobile Search Info Other • 52% make a phone call • 42% access maps and directions Maps Call • 5% search for additional information• For LOCAL mobile search the number Source: xAd, 2011 is even higher! • 61% of the time – Source: Google Your logo here @twitterhandle
  • 17. New York | March 19–23, 2012 | #sesnyMobile PPC for Smartphones Remember: Mobile users absorb information quickly and tend to make phone calls. They want CONCISE everything. Remember: Everything you know about PPC still works BUT targeting mobile can reach a whole new level of effectiveness. Remember: Just like with desktop PPC, look at the data. Remember: By default PPC campaigns are syndicated through mobile devices. Evaluate and consider disabling syndication and then changing settings or running separate mobile campaigns. @twitterhandle