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Paid Search Advertising in a Multi Device World - 2013 Jeff Allen at SMX Toronto
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Paid Search Advertising in a Multi Device World - 2013 Jeff Allen at SMX Toronto

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  • 1. PPC SURVIVAL IN A MULTI-DEVICE WORLD @JeffAllenUT Jeff.Allen@hanapinmarketing.com
  • 2. MOBILE ≠ FAD
  • 3. MOBILE ≠ FAD MOBILE ≠ WINDOW SHOPPERS
  • 4. MOBILE ≠ FAD MOBILE ≠ WINDOW SHOPPERS MOBILE ≠ TABLETS?
  • 5. MOBILE IS… A WAY TO REACH THE NEXT GENERATION
  • 6. MOBILE IS… A WAY OUT OF DECLINING SEARCH QUERIES
  • 7. MOBILE IS… NO LONGER OPTIONAL (Thanks Google!)
  • 8. WHY DO MULTIPLE DEVICES MEAN T H E END OF THE WORLD??
  • 9. Remember Megatron!?
  • 10. AD SPACE IS LIMITED WE NO LONGER KNOW HOW TO BID TRACKING SUCKS FINGERS SIZE HAS INCREASED 42.9%* *made up jeffstistic
  • 11. MOBILE OPTIMIZED LANDING PAGES TAKE TIME, ARE HARD TO SCOPE & NEGLECTED.
  • 12. FIGHTING FAT FINGERS WITH MOBILE ADS
  • 13. MOBILE OPTIMIZED CTA’S ONE CLICK BUYING, SIGN UP FROM YOUR PHONE, TRUSTED MOBILE SITE, STORE LOCATOR, 1 MINUTE CHECKOUT, CALL OR TEXT US, ORDER ON YOUR PHONE, EASY TO USE MOBILE SITE…
  • 14. ~25% MORE CLICK REAL ESTATE
  • 15. CALL & SITELINK EXTENSIONS OFFER EXTENSIONS
  • 16. 1. GO TO A CAMPAIGN 2. CLICK THE AD EXTENSIONS TAB 3. CHOOSE TYPE OF EXTENSION FROM DROP DOWN 4. CHOOSE UPGRADED 5. CHOOSE AD GROUP OR CAMPAIGN
  • 17. POST-ENHANCED CAMPAIGN BIDDING BIDDING
  • 18. BID MULTIPLIERS AGGREGATE FOR MAX 10X KEYWORD BID.
  • 19. TO GET TOTAL POSSIBILITIES MULTIPLY (LOCATIONS x SCHEDULING x DEVICES) (2 x 2 x 2) = 8 UNQ. BIDS
  • 20. It’s quite simple, isn’t it.
  • 21. GOOGLE SAYS: SET MOBILE BID MULTIPLIER = -20%
  • 22. ALIGN MULTIPLIER WITH GOALS CPA OR ROAS? CAMPAIGN LEVEL OR DEVICE LEVEL?
  • 23. MOBILE CPC WILL TAKE OFF JUNE, 2013
  • 24. Thank You! Jeff Allen Hanapin Marketing @JeffAllenUT