Dos and don'ts of mobile ppc

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Are you doing it right?

Dos and don'ts of mobile ppc

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Dos and don'ts of mobile ppc

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

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