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

1. Driving Mobile Traffic: SEO & PPC
Jason Wells
CEO, ContactPoint
jason@logmycalls.com
Twitter: @logmycalls
Twitter: @jasonrwells
New York | March 19–23

2. New York | March 19–23, 2012 | #sesny
Why Mobile Matters
The Evolution…
Enormous Tiny Enormous Again
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3. New York | March 19–23, 2012 | #sesny
Why 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
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4. New York | March 19–23, 2012 | #sesny
Why 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
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5. New York | March 19–23, 2012 | #sesny
Why Mobile Matters
1. 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
4.3
2. 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.
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6. New York | March 19–23, 2012 | #sesny
Why Mobile Matters
3. ‘Buying’ Demographics Use Mobile
• The young and those with money to burn wealthy have
smartphones.
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7. New York | March 19–23, 2012 | #sesny
Why Mobile Matters
4. 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.
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8. New York | March 19–23, 2012 | #sesny
Why 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.
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9. New York | March 19–23, 2012 | #sesny
Mobile 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 | #sesny
Mobile 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
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11. New York | March 19–23, 2012 | #sesny
Mobile 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 | #sesny
Mobile 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 | #sesny
Mobile 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 | #sesny
Mobile 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 | #sesny
PPC 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.
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16. New York | March 19–23, 2012 | #sesny
PPC 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
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17. New York | March 19–23, 2012 | #sesny
Mobile 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.
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