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Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
Dos and don'ts of mobile ppc
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Dos and don'ts of mobile ppc

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Are you doing it right? …

Are you doing it right?

Dos and don'ts of mobile ppc

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Transcript

  • 1. Are You Doing It Right? DOs & DON‘Ts of Mobile PPC Crystal (Anderson) O‘Neill @Crystala 1
  • 2. Important:‘Mobile’ =full browser devices in today’s preso! 2
  • 3. #1 – Don’t:Launch without a strategy 3
  • 4. Mobile searchers DO NOT behave like desktop searchers 4
  • 5. 5
  • 6. They search at different times 6
  • 7. 7
  • 8. They search for different ‗stuff‘ 8
  • 9.  64% of smartphone owners are now using their mobile devices to shop online  74% of smartphone owners used their devices to get directions and other location-related information as of February 2012 — up from 55% last May  44% access the site of a retailer where they typically shop  34% downloaded a retailer‘s app  24% search for a coupon to use at checkout or use a barcode-scanning app to comparison shopSources: (Source: eDigitalResearch and Portaltech Reply, 2012) (Source: Pew Research Center, 2012) (Source: Nielsen, 2012) 9
  • 10. Do: Some research.Get to know the mobile searcher. Use what you know to develop your strategy. 10
  • 11. #2 – Don’t:Use your desktop conversion for your mobile conversion 11
  • 12. We just saw mobile searchers don‘t behave or search like desktop searchers … 12
  • 13. So don‘t give them the same thing! 13
  • 14. Desktop AdMobile Ad 14
  • 15. Desktop AdMobile Ad 15
  • 16. Do: Combine your knowledge of mobile searchers + yourbusiness to determine your best mobile conversion 16
  • 17. #3 – Don’t:Group all devices together 17
  • 18. One of the biggest money wasters we see auditing accounts is targeting ALL devices 18
  • 19. 19
  • 20. Do:Segment your campaigns by device 20
  • 21. Bonus Do:Test granular segmenting of Mobile campaigns 21
  • 22. 22
  • 23. #4 – Don’t:Be lazy & replicate your desktop keywords 23
  • 24. Mobile keypads are TINY 24
  • 25. Do:Remember the ‗Fat Finger Syndrome‘ & include Broad & MBM to capture all the misspellings 25
  • 26. Bonus Do:Remember people are generally ‗mobile‘ & looking for ‗fast‘ info when using mobile devices … 26
  • 27. So focus on short tail terms! 27
  • 28. #5 – Don’t:Duplicate your desktop ads 28
  • 29. Do:Utilize extensions like call & location 29
  • 30. 30
  • 31. #6 – Don’t:Forget a mobile device is a phone 31
  • 32. It‘s the most obvious but often forgotten … 32
  • 33. This is a true story … 33
  • 34. Increased Mobile Conversions over 400% year over year!Ran CallExtensions & LaunchedMobile Site Call Only 34
  • 35. Do:Remember people use theirmobile devices to make calls 35
  • 36. #7 – Don’t:Use your desktop bids 36
  • 37. Don‘t assume you‘ll have thesame (or cheaper) CPCs because the mobile space is newer and less competitive … 37
  • 38. 38
  • 39. 39
  • 40. Do:Remember there is limited space for Mobile ads 40
  • 41. Bonus Do:Use AdWords keyword tool to pull mobile cpc estimates 41
  • 42. 42
  • 43. #8 – Don’t:Set & Forget 43
  • 44. Position 3, 4 or 5 may be optimal in desktop campaigns but it‘s pretty much non-existent for mobile ads! 44
  • 45. Do:Adjust bids often – competition is fierce! 45
  • 46. #9 – Don’t:Send Mobile Traffic To Your Website 46
  • 47. Nothing is worse than seeing agreat mobile ad and then being sent here …. 47
  • 48. 48
  • 49. 49
  • 50. 50
  • 51. Say hello to: 51
  • 52. Do:Send ads to mobile friendly pages 52
  • 53. Bonus Do:Use Google‘s GoMo host of free tools www.howtogomo.com 53
  • 54. 54
  • 55. 55
  • 56. #10 – Don’t:Replicate Desktop Landing Pages 56
  • 57. Do:Use Mobile Site Best Practices! Keep it simple Focus on conversion Use mobile features, like click to call Think ―tap-able‖ not ―click-able‖ Use vertical navigation Page size & load time matters 57
  • 58. 58
  • 59. 59
  • 60. 60
  • 61. Bonus Do:Use GoMo‘s mobile site builder to get started - free for 1 year! 61
  • 62. 62
  • 63. That was A LOT. 63
  • 64. Slides can be found here: Come chat after! OR Tweet me: @crystalaEmail me: Crystala@seerinteractive.com Thank you! 64

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