marketing in the moment
using the web to reach your audience 24/7
aaron levy
@bigalittlea
@bigalittlea
how many devices do
you use to go online?
average us
household?
5.7 internet
connected
devices (!!!)
*source – NPD Group
start the day
with your
tablet, probably
wake up, grab
some breakfast
and read the
news
lets be
serious, nobody
wants to talk on
the train
you guys would never do this right?
unless you‟re on the schuylkill
discussing
important
business
things, take your
tablet for notes
boring meeting
is booooooring
lunchtime beer?
aggressive move.
it„s business
time
repeat cycle
home sweet home
time for yoga
#couchpose
time for bed = time to sign off
we don‟t use devices at the
same time
or for the
same things
use your
own font
design your
own template
design your
own template
everybody shares
with everybody
design your
own template
enter enhanced campaigns
design your
own template
The real reason why I
think the tablet thing
happened…?
some people don‟t
like enhanced
campaigns
avg. cpc‟s
increase 6% in
2 months*
google stock
increases
15%...
*source: adobe digital marketing study
success in a
multi-device
“enhanced” world
#1 – set goals
no, seriously.
#2 – make your website
work, and work well.
i mean really well
google will penalize
your quality score for
a bad mobile site
#3 - pick your marketing
mix, have assets to
support everything
lets make
banners
ooh shiny
logo
make sure
our ceo‟s
head is on
there
one re-
marketing ad is
enough right?
design your
own template
pre-roll in-search
in-display
companion ad?
tracking?
ahhhhhh!
#4 – what ad
shows what
person and
what keyword
computer &
tablet search?
same as it ever
was
high volume
high bids
high profits!
design your
own template
ads dominate
mobile serps
design your
own template
bid modifier ftw
design your
own template
#5 - create mobile
specific ads with mobile
specific landing pages
design your
own template
design your
own template
#6 – extend your ads with
adwords extensions
design your
own template
enhanced sitelinks
awesome! but...
design your
own template
mega sitelinks!
design your
own template
call extensions
can sleep
at night!
image extensions
#ooohshiny
#7 – be a creep
the fun has
just begun
design your
own template
bid modifiers
(+ regular
bidding)
design your
own template
modify bids
+1800% (!!!)
or -100%
(exclude)
design your
own template
design your
own template
3 steps to prepare for
the future
design your
own template
design your
own template
design your
own template
aaronl@seerinteractive.com
about.me/aaronlevy
@bigalittlea
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
Marketing in the moment   panma
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Marketing in the moment panma

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Marketing in the Moment takes a look at Google's challenges of multi-device tracking and marketing to individuals rather than queries. My presentation from the PANMA event at SEER interactive takes a look at the problem, and gives a few ideas of how you can use new Google tools (and Enhanced Campaigns) to capture users "in the moment"

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  • You’re on the way to work. Sitting on the train, likely still a tablet. On the go on the street, probably checking your phone.In your car, HOPEFULLY none of the above but if you take 76, lets be serious it’s probably still a tablet
  • In your car, HOPEFULLY none of the above but if you take 76, lets be serious it’s probably still a tablet
  • You get to work and you sit down at your computer. Do you have a laptop or a desktop?
  • You’re on the way to work. Sitting on the train, likely still a tablet. On the go on the street, probably checking your phone.In your car, HOPEFULLY none of the above but if you take 76, lets be serious it’s probably still a tablet
  • You’re on the way to work. Sitting on the train, likely still a tablet. On the go on the street, probably checking your phone.In your car, HOPEFULLY none of the above but if you take 76, lets be serious it’s probably still a tablet
  • Hop over to lunch, you’re at a café munching on a sandwich and reading Gawker on your tablet
  • Back to the office for power computer time and some serious work.
  • On the way home, do the whole commuter thing again
  • Get home, have some nice dinner with (lord willing) no screen. Then you set up shop taking my personal favorite Yoga Pose.
  • AKA Couch Pose. Nestled up with your tablet.
  • AKA Couch Pose. Nestled up with your tablet.
  • Some people don’t like enhanced campaigns, primarily for this reason tablets
  • Some people don’t like enhanced campaigns, primarily for this reason tablets
  • AKA Couch Pose. Nestled up with your tablet.
  • Marketing in the moment panma

    1. 1. marketing in the moment using the web to reach your audience 24/7 aaron levy @bigalittlea
    2. 2. @bigalittlea
    3. 3. how many devices do you use to go online?
    4. 4. average us household? 5.7 internet connected devices (!!!) *source – NPD Group
    5. 5. start the day with your tablet, probably wake up, grab some breakfast and read the news
    6. 6. lets be serious, nobody wants to talk on the train
    7. 7. you guys would never do this right? unless you‟re on the schuylkill
    8. 8. discussing important business things, take your tablet for notes
    9. 9. boring meeting is booooooring
    10. 10. lunchtime beer? aggressive move.
    11. 11. it„s business time
    12. 12. repeat cycle
    13. 13. home sweet home time for yoga
    14. 14. #couchpose
    15. 15. time for bed = time to sign off
    16. 16. we don‟t use devices at the same time or for the same things
    17. 17. use your own font design your own template
    18. 18. design your own template everybody shares with everybody
    19. 19. design your own template enter enhanced campaigns
    20. 20. design your own template The real reason why I think the tablet thing happened…?
    21. 21. some people don‟t like enhanced campaigns
    22. 22. avg. cpc‟s increase 6% in 2 months* google stock increases 15%... *source: adobe digital marketing study
    23. 23. success in a multi-device “enhanced” world
    24. 24. #1 – set goals no, seriously.
    25. 25. #2 – make your website work, and work well. i mean really well
    26. 26. google will penalize your quality score for a bad mobile site
    27. 27. #3 - pick your marketing mix, have assets to support everything
    28. 28. lets make banners ooh shiny logo make sure our ceo‟s head is on there one re- marketing ad is enough right?
    29. 29. design your own template
    30. 30. pre-roll in-search in-display companion ad? tracking? ahhhhhh!
    31. 31. #4 – what ad shows what person and what keyword
    32. 32. computer & tablet search? same as it ever was
    33. 33. high volume high bids high profits!
    34. 34. design your own template ads dominate mobile serps
    35. 35. design your own template bid modifier ftw
    36. 36. design your own template #5 - create mobile specific ads with mobile specific landing pages
    37. 37. design your own template
    38. 38. design your own template #6 – extend your ads with adwords extensions
    39. 39. design your own template
    40. 40. enhanced sitelinks awesome! but...
    41. 41. design your own template mega sitelinks!
    42. 42. design your own template call extensions can sleep at night!
    43. 43. image extensions #ooohshiny
    44. 44. #7 – be a creep
    45. 45. the fun has just begun
    46. 46. design your own template bid modifiers (+ regular bidding)
    47. 47. design your own template modify bids +1800% (!!!) or -100% (exclude)
    48. 48. design your own template
    49. 49. design your own template 3 steps to prepare for the future
    50. 50. design your own template
    51. 51. design your own template
    52. 52. design your own template aaronl@seerinteractive.com about.me/aaronlevy @bigalittlea

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