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Dos and don'ts of mobile ppc
 

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

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