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Mobile PPC
 

Mobile PPC

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Make the business case for optimising your business to be

Make the business case for optimising your business to be

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  • I’m Bradley, Head of PPC at dotSearch,
  • We are here because there’s a MOBILE….marketers aren’t capitalising on it – so we’re going to show you how YOU can.
  • Mobile phonesTabletsMobile gaming devices like, PSP’s, iPod Touch, etc
  • ALEX’S SLIDE
  • Even the Search Engines are telling us to get involved. Do they know something we don’t? YES! They have access to a huge pool of the worlds habits. They are PSYCHIC. They’re sharing this info.
  • Alex’s slide
  • ALEX’S SLIDE
  • ALEX’s SLIDE
  • Anyone remember Tamagothchis? You had to feed them for hours, train them, put them to bed. And then the one time you leave it at home. It takes a dump and dies! Smartphones and other mobile devices remind me of Tamagotchis. Constantly with you. Constantly being checked. Constantly able to interact with you in an oddly tangible way. We have tamagotchi syndrome…
  • Google places spring to mind. Facebook places. 4sqr. Bing? Even twitter. Make it easy for me to interact with you and your brand from the device that I am most likely to use. Use the ENHANCEMENTS MADE AVAILABLE MY SEARCH ENGINES AND THE LIKE and a basic starting point. .
  • We are now no longer limited by our location or device when it comes to interacting with your brand online.
  • People search for deals and specials on many things, especially “locally”. Facebook, vouchercloud, google places and more. Make sure that if someone is looking for something you offer, orsearches for an answer that you are best placed to respond to….at that point you present yourself in all your glory.
  • In fact, they already expect you to be there.
  • This is a $10bn dollar pie. Don’t we all want a slice?
  • You don’t have to be at your desk, in your lounge, in an internet café (remember those?). Now, you can be monetized ANYWHERE! Here’s the dotSearch 3 Golden Rules for making mobile work for you.
  • We no longer need to be on a laptop, at a desk, or on the couch (at home) or at work to make a purchase online. Whether its an app or whatever, I can now buy pretty much anything. Pretty much anywhere. Toilet, park etc even in your store.
  • Target specific devices with targeted campaigns or accounts. iPhone users make 50x more searches that WAP. Don’t offer something I cant get off my mobile or tablet. Lastly, while Apple does dominate the sector for many reasons, be device agnostic, and listen to your audience.
  • Tap hereCall nowPop inBuy from your iPadTap the number to call us now!
  • from TV ads: "search from your mobile now," "buy from your iPad" . Using QR codes to bring Google maps up with directions to your coffee shop. Your Text ads or emails should have direct mobile purchase CTAs. Call now from the number below. 72% of smart phone users use their device while consuming other media
  • Get directions off google maps, get a voucher code, find out something others don’t know.
  • If I can’t find or use your site – that’s a little piece of that $10bn pie – gone, and probably to a competitor. It’s a lost opportunity.

Mobile PPC Mobile PPC Presentation Transcript

  • MOBILE SEARCH
    Bradley Fehler
  • There’s aMOBILE REVOLUTIONgoing on
  • MOBILES VERSUS PC
    First things, first
    By 2013, mobile wins as THE most common device used to access the web
    *Gartner
  • It is predicted that over 1.8 BILLION mobile devices will be in use worldwide
    by 2013
  • Keeping up with trends
    Mobile growth is 8x faster than PCs were at their peak growth period in the 90s!
    There are over 80 million mobile subscriptions in the UK alone….
  • Mobile searches have grown fivefold over the last 24 months
  • 1 in 3 mobile searches start with local intent.
  • So how are marketers reacting?
    Client-side marketers claim mobile search has doubled within their organisations over 12 months to 16%
    ONLY 45% of marketers are planning to invest in mobile search
    While
    ONLY 34% of agencies claim their clients are involved with mobile search
  • We just can’t put them down
  • Search behaviour and motivations can differ on mobiles or tablets you need to make sure you’re “OPTIMISED“for these
  • REMEMBER!Search doesn't just take place on search enginesAnd purchasing doesn’t just take place on PCs.
  • How can you benefit now?
    MOBILE PPC
  • Gain MAXIMUM exposure.
    SQUASH
    The competition!
  • WHY NOW?
    Do it while it’s HOT
    Get ahead of your competitors
    Your customers will start to EXPECT you to be there – after all, they’re looking
  • DO IT BECAUSE IT WILL MAKE YOU MONEY
  • Just to remind you…
    39% use smart phones while on the toilet!
    {higher for men}
  • Be aggressive
  • Be relevant
  • Use language that resonates
  • Google Adwords Ad ExtensionsHelping to enhance your activity.
  • Click to call
  • Hyper Local
  • Sitelinks
  • Mobile PPC campaigns vs. Desktop GEO targeting campaigns
    30% increase in CTR
    56% reduction in CPC
    47% reduction in CPA
  • On average, we see an average performance increase of
    21%
  • Link offline campaigns with mobilethey are ALWAYS online
  • Get creative for less!
  • DON’T FORGET!
    MOBILE IS HUGE
    PPC CAN GET YOU UP THERE NOW
    IT’S LOCAL
    IT’S EFFECTIVE
    BE AGGRESSIVE
  • ButYou need a site that converts for mobile and tablet users
  • Any questions?
    Contact me...
    Bradley.Fehler@dotSearch.co.uk
    Twitter: @dotSearch