PPC Advertising on Mobile<br />Duncan Fisher<br />
85% new handsets access mobile internet<br />30% UK subscribers have a smart phone<br />12% of UK Shoppers research on mob...
 110K searches on “bet” in April<br />
 91K searches on “bingo” in April<br />91K searches on “bingo” in April<br />
Keyword behaviourfor last 4 years<br />
CPC patterns by device for last 4 years<br />
Mobile PPC – Key Considerations<br />
Improve Customer Engagement<br />
Adformats on Mobile<br />Click to Call<br /><ul><li>Ability to easily connect with prospective customers
Location specific business numbers</li></ul>Location extensions<br /><ul><li>Show business location alongside PPC advert</...
Campaign Best Practice<br />Separate activity<br /><ul><li>Build separate account
Target devices separately
1 to 3 keyword search terms
Mobile specific ad copy
Utilise ad formats
Aggressive bidding strategy
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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 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 &amp; 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?

    1. 1. PPC Advertising on Mobile<br />Duncan Fisher<br />
    2. 2. 85% new handsets access mobile internet<br />30% UK subscribers have a smart phone<br />12% of UK Shoppers research on mobile<br />10% of all bets made through mobile<br />
    3. 3.
    4. 4.
    5. 5.
    6. 6.
    7. 7. 110K searches on “bet” in April<br />
    8. 8. 91K searches on “bingo” in April<br />91K searches on “bingo” in April<br />
    9. 9. Keyword behaviourfor last 4 years<br />
    10. 10. CPC patterns by device for last 4 years<br />
    11. 11. Mobile PPC – Key Considerations<br />
    12. 12. Improve Customer Engagement<br />
    13. 13. Adformats on Mobile<br />Click to Call<br /><ul><li>Ability to easily connect with prospective customers
    14. 14. Location specific business numbers</li></ul>Location extensions<br /><ul><li>Show business location alongside PPC advert</li></li></ul><li>Gaming adformats in action<br />
    15. 15. Campaign Best Practice<br />Separate activity<br /><ul><li>Build separate account
    16. 16. Target devices separately
    17. 17. 1 to 3 keyword search terms
    18. 18. Mobile specific ad copy
    19. 19. Utilise ad formats
    20. 20. Aggressive bidding strategy
    21. 21. Mobile landing pages</li></li></ul><li>Understand User Behaviour<br />
    22. 22. Typical Search Patterns<br />
    23. 23. Track & Analyse<br />
    24. 24. What’s Next?<br /><ul><li>Continued rise in search volumes
    25. 25. More tools / reports to analyse mobile data (call metrics in US)
    26. 26. Improved targeting options
    27. 27. Target all tablets with full browsers
    28. 28. Mobile carrier insertion
    29. 29. Admob integration into Adwords?</li></li></ul><li>Thank You!<br />
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