Heather's presentation from the North Kent B2B 2015 #DigiSessions. Making the most of a Responsive Site: It's year of the Mobile! How to make the most of your responsive site from a PPC point of view. Heather's presentation includes: Ad Copy for Mobile, Google Shopping on the go and Mobile Bid Adjustments.

1. Prepared for:
Making The Most of a Responsive Site with PPC

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Introduction
-How search through Mobile has changed
-PPC Adcopy for mobile
-Mobile Bid Adjustments
-Google Shopping for mobile
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Mobile Facts
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Source: Google
Micro MomentsVideo

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Google Mobile Ads
Google Mobile Ads help you to reach audiences on-the-go. Mobile ads appear on
mobile devices in Google search results, on content websites, in apps and video.
Use them to put your business in front of people as they use their smartphones
and tablets throughout the day.
- Research shows that 90% of people move between devices to accomplish a goal, so
reaching customers on-the-go is more important than ever before!
-Mobile is often under valued due to cross device usage. Google have recently
introduced an Elmo report to help understand the value of mobile
-Cross-device measurements gives marketers estimated conversion data to show an
advertiser how a conversion occurred over time when someone clicks on an ad on
one device, perhaps visits a store or makes a call, but completes a transaction on
another device. - You may have heard Chris talking about this during his talk this
morning!

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PPC for Mobile - Text Ads
- Use them with separate mobile campaigns. Research shows that mobile-only campaigns help drive an 11.5% average
increase in mobile click-through rates compared to campaigns that combine mobile and desktop ads.
- Reach users across all platforms, smartphones and tablets.
Things to note when using mobile ads:
Make sure that your AdWords campaigns target mobile devices with full Internet browsers.
Text ads appear on Google.co.uk and the Google Display Network.
Text ads on mobile devices, just like those on your desktop
computer, contain three lines of text and a URL that links
to your website.
Why you'd use them
- You can customise your text ads to be mobile-optimised to
drive a better response from mobile users.
-for example, instead of a CTA being “book now” it could
be “tap here to book”
-display URLs can be optimised also to show its a mobile
ad. instead of using sleepinggiantmedia.co.uk you could
use m.sleepinggiantmedia.co.uk

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PPC for Mobile - Call Extensions
What are they?
With Call Extensions you can include a click-to-call phone number in your
mobile ad so users can call your business directly.
Why you'd use them
-You can use call extension scheduling to specify when in the time of
day and/or days of week you want the click-to-call button to
appear in your ad. You may want it to appear during working hours
only, for example.
-When using detailed call reporting you will see an additional
segmentation 'Mobile phone calls' when segmenting by 'click type'.
These represent the number of mobile clicks-to-call that resulted in
an actual phone call to your business, as tracked by Google
forwarding numbers.
Details
- There are different types of Call Extensions you can include in your campaign. Call-only lets you receive just calls, no clicks
to your website. Opting to use a Google forwarding number lets you display an easy-to-remember phone number.
- In Call Extensions settings, you will be able to specify whether to count calls as conversions. You will be able to specify the
minimum call duration to count as conversions.
- Call Extensions appears on Google.com and on the Google Display Network.

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PPC for Mobile - Seller Ratings
What are they?
The Seller Ratings Extension lets customers see what their fellow
shoppers think of certain shops. Seller Rating extensions add user
ratings to your AdWords ad.
Why you’d use them
-In recent studies, campaigns with Seller Ratings saw a 7.5%
increase in clickthrough rates compared to those without.
-Seller Ratings are automatically included in your ads if you
meet the requirements.
Details
In order for Seller Ratings to appear in your ads, you must be selling
goods or services, your business must have at least 30 unique
reviews and you must have a rating of at least four stars on Google
Product Search.
Seller Ratings appear on google.co.uk.

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PPC for Mobile - Mobile Ad Sitelinks
What are they?
Sitelinks direct users to specific pages of your website.
Why you’d use them
-It’s not that easy finding your way around the mobile web,
so mobile ad sitelinks can be really useful as it takes users
straight to the page on your site that you want them to visit.
-With Sitelinks, you can quickly guide customers to your best-
selling products or a page with useful info, such as your online
shop locator.
-Mobile users find these ads really helpful and campaigns with
mobile sitelinks see an average 30% increase in click-through
rates.
Details
Sitelinks appear on google.co.uk.

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PPC for Mobile - Location Extensions
What are they?
Whether you have multiple shop fronts that you'd like to promote
locally, or a single shop front that you'd like to attract a user's attention
to, location extensions can help grow your business by bringing more
customers through your doors. They feature your business phone
number, clickable directions to your business and can also show how
far the person is from your shop.
Why you'd use them
-These ads deliver very detailed info about your business to the
right user, in the right place, at the right time.
-Mobile local information seekers are ready to take action:
research from Google and Ipsos shows that 59% visit a business
and more than 40% purchase after looking for local information
on their smartphones.
-Simply enter your business address or link your Google Places
account to your campaign as a Location extension to set these
up.
Details
These ads appear on Google.co.uk and the Google Display Network.

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PPC for Mobile - App Downloads
What are they?
Click-to-download ads let you promote your mobile apps in
Google search results and on sites which are part of the Google
Display Network.
Why you'd use them
-These ads link directly to your Google Play Store or iTunes
App Store page, so that users can download apps
straightaway.
-The icon for your app will appear automatically in the ad.
Details
Click-to-download ads appear on Google.co.uk and the Google
Display Network.

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Google Shopping For Mobile
Google shopping is also another way to
promote your products, and also it's another
opportunity to be present when your
customers are searching for your products.
- Take Currys for example, they have
set up a google shopping campaign for
the apple watch.
- Users searching for an apple watch are
shown a Google shopping ad, but they are
also dominating the ad space with a PPC ad,
that has mobile extensions applied!
That's going straight In my basket....

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PPC for Mobile - Mobile Bid Adjustments
Bid adjustments allow you to show your ads more or less frequently
based on where, when and how people search.
For example, sometimes a click is worth more to you if it comes from
a mobile device, at a certain time of day or from a specific location.

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PPC for Mobile - Mobile Bid Adjustments
Use mobile bid adjustments to show your ad more or less frequently for searches that
occur on mobile devices.
Where you can use them
-Campaigns
-Ad Groups
-If you’ve set a mobile bid adjustment for a campaign and an ad group within that
campaign, then the ad group bid adjustment will be used to determine your bid.
Range
-90% to +300%
For call-only ads on mobile devices, the +300% cap does not apply.
To opt out of mobile ads, set the adjustment to -100%. If the campaign’s mobile bid
adjustment is -100%, then the ad group-level mobile bid adjustment won't be used.

14. Thank you for listening
Any questions?

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Next Talks
-Next talks today
-An Intro To Pay Per Click - 3.20pm
-Further events
-Get social Kent 29th October at Canterbury
College
-GIANT talk 17th November at Hazlitt theatre,
Maidstone
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Giant Talks
Our next GIANT talk is…
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It’s FREE!WHEN? Tuesday 17th November, 9:00am - 12:00pm
WHERE? The Exchange Studio, Hazlitt Theatre, Maidstone
Limited spaces, book by speaking to one of us or email: robyn@sleepinggiantmedia.co.uk