PPC Advertising on Mobile: Why is it a big deal?
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PPC Advertising on Mobile: Why is it a big deal?

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2010 has irrefutably proven itself as the breakout year for mobile search marketing. The landscape is shifting as well, as market share for Google mobile PPC activity overtakes Bing and sets its ...

2010 has irrefutably proven itself as the breakout year for mobile search marketing. The landscape is shifting as well, as market share for Google mobile PPC activity overtakes Bing and sets its sights on the once great but now dwindling Yahoo Search. The PPC marketer needs to be aware of the opportunities, considerations and pitfalls of advertising on this channel.

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  • If using a standard HTML landing page avoid FlashUse a page with minimal Javascript (although this is required for Analytics)Large buttons & hyperlinks to make it easier for users to clickOn page simplicity – make sure content is to the point, and calls to action are prominent and high on the page

PPC Advertising on Mobile: Why is it a big deal? PPC Advertising on Mobile: Why is it a big deal? Presentation Transcript

  • PPC Advertising on Mobile
    Duncan Fisher
  • 85% new handsets access mobile internet
    30% UK subscribers have a smart phone
    12% of UK Shoppers research on mobile
    10% of all bets made through mobile
  • 110K searches on “bet” in April
  • 91K searches on “bingo” in April
    91K searches on “bingo” in April
  • Keyword behaviourfor last 4 years
  • CPC patterns by device for last 4 years
  • Mobile PPC – Key Considerations
  • Improve Customer Engagement
  • Adformats on Mobile
    Click to Call
    • Ability to easily connect with prospective customers
    • Location specific business numbers
    Location extensions
    • Show business location alongside PPC advert
  • Gaming adformats in action
  • Campaign Best Practice
    Separate activity
    • Build separate account
    • Target devices separately
    • 1 to 3 keyword search terms
    • Mobile specific ad copy
    • Utilise ad formats
    • Aggressive bidding strategy
    • Mobile landing pages
  • Understand User Behaviour
  • Typical Search Patterns
  • Track & Analyse
  • What’s Next?
    • Continued rise in search volumes
    • More tools / reports to analyse mobile data (call metrics in US)
    • Improved targeting options
    • Target all tablets with full browsers
    • Mobile carrier insertion
    • Admob integration into Adwords?
  • Thank You!