Do You Have a Mobile PPCAdvertising Strategy Yet? Lisa Raehsler SEM Strategy Consultant, Big Click Co. @LisaRocksSEM
Agenda• Sta;s;cs on Mobile Landscape • How Mobile Search is Diﬀerent • Set-‐Up Basics for Mobile Campaigns • Mobile Adver;sing Op;ons in Adwords • Ad Formats • Targe;ng Op;ons • Mobile Landing Pages • Mobile Analy;cs • Mobile Ads on the Horizon
Mobile Is A Top Trend• The rise of the mobile internet is the trend which is regarded as the most impacNul on search marke;ng. • 79% of companies deem it as signiﬁcant: +14% since 2010. State of Search Marketing Report 2011 eConsultancy/SEMPO
Statistics: Mobile Usage• 85% of Americans age 18+ have a mobile phone, including 68% of people over age 65. • By 2015, there will be more than 7.1 billion mobile devices in use. • Consumers are embracing tablets as the fourth screen hing 17% in the US. Sources: Pew Internet, “Generations and Their Gadgets,” February 2011; Google, “Mobile Internet & Smartphone Adoption”
Statistics: Mobile Search• Web searches performed on mobile devices has grown 4x since 2010. • 1 in 3 mobile searches have local intent. • 30% of restaurant searches are from mobile devices. • 44% of total searches for last minute gi`s and store locator terms were from mobile devices in 2011. Google Data
Statistics: Mobile Advertising Landscape• Mobile display ad revenue for 2011 totaled $630 million. • Mobile search ads contribute the larger chunk of the mobile adver;sing, $1.5 billion. • For 2012, IDC expects the U.S. mobile adver;sing market to almost double to $4.1 billion, largely because of web searches. IDC Research
Statistics: Search EnginesSearch Share • Yahoo/Bing 34% mobile search reach. • Google dominates mobile search: 91% share. Adver4sing Share • Google’s mobile ad revenues are projected to double from approx $2.5 billion in 2011 to $5.8 billion in 2012.
Statistics: Consumer Mobile Behavior Google, “The Mobile Movement: Understanding Smartphone Users,” 2011
Statistics: Searchers Respond To Ads Out of those who say they respond to ads then…. Google Data
Statistics: Mobile Users Multi-task Ac#vi#es engaged in while also using the Internet on the smart phone Google, “The Mobile Movement: Understanding Smartphone Users,” 2011
Statistics: A Timely Example Nearly 60 percent of mobile users will “look at or use their mobile device during this year’s Super Bowl.” Study by Harris Interative
Mobile Search: How It’s Different• Local • Shorter searches • Mul;-‐tasking • Immediate needs
Mobile Campaigns: Set-Up Basics• Mobile only campaigns • Exclude mobile from the other campaigns • keyword list with shorter terms • Mobile Landing page
Mobile Campaigns: Set-Up BasicsAdwords mobile campaign settings (Campaign Setting tab)
Mobile Campaigns: Keyword ResearchAdwords (keyword research tool)
Mobile Advertising Options: AdwordsAd Placements Ad Formats • Search engine • Text • Mobile Display Network • Image • Mobile Apps • Video • YouTube
Ad Formats: Sitelinks• Makes site naviga;on easier • Customize sitelinks for mobile: direc;ons, store locator, local messaging with geo-‐ targe;ng
Ad Formats: Click-to-Call• Click-‐to-‐call allows users to click on phone number to call and connect with adver;sers directly. • Google says more than 500k adver;sers are currently using click-‐to-‐call. • They are seeing over 10 million calls per month.
Ad Formats: Hyper Local• Enhances the loca;on extensions ad format with a blue marker with the distance between the user and business. • Creates awareness the business is nearby and can drive more traﬃc to the store. • Users see the hyperlocal ads only if they’ve opted into sharing their loca;on on Google.com. • Users can also click to see where your business is located on a map and click-‐to-‐ call. • Hyperlocal distance informa;on is automa;cally enabled with exis;ng loca;on extensions.
Ad Formats: Click to Download• This ad format helps consumers right when theyre searching for informa;on about an app. • Links them directly to the App Store or Android Marketplace to download. • Includes app icons and informa;on about the app in their ad unit.
Ad Formats: Search Ads in Mobile Apps• Targets searches within a mobile app for informa;on. • Ie. search for a restaurant nearby.
Ad Formats: Display AdsBanners on mobile content sites Banners on YouTube
Ad Formats: Display Ads• The +1 bulon rolled out on display ads and text ads on mobile last Fall.
Targeting OptionsAdwords mobile campaign settings (Campaign Setting tab)
Targeting Options• In Adwords placements tool check mobile app to see placements based on keywords
Mobile Landing Pages • Since August 2011, Google has seen more than 50% increase in the number of AdWords adver;sers with mobile op;mized sites.
Mobile Landing Pages • Create a mobile speciﬁc website and landing pages • Small business could consider using Google’s mobile landing page builder
Mobile Landing Pages: Best Practices• Landing pages for mobile need to be mobile friendly is • Easy to view and navigate for users on mobile devices • Easy for mobile users to sign up, purchase, or convert. • Design for visibility and usability
Mobile Landing Pages: Best Practices• Mobile users are o`en short on ;me • Design your site to load fast and make text easy to scan. • S;ck to the content and features mobile users need most. • Include bulleted lists for easy reading. • Keep images small for faster loading.
Mobile Landing Pages: Best Practices• Make it Local • One of the top uses of mobile searches is consumers look for local informa;on • Have your address or store locator on the landing page. • Include maps and direc;ons. • Allow users to check stock at nearby stores.
Mobile Landing Pages: Best Practices• Be Thumb-‐Friendly • Use larger bulons that are easy to press on touch screens. • Design your page so even large hands can easily interact with it. • Allow room between bulons to reduce accidental clicks. • Pad smaller bulons to increase the clickable area. • Pad check boxes by making the text clickable.
Mobile Landing Pages: Best Practices• Keep your page layout simple for best visibility. • Create contrast between background and text. • Content should ﬁt onscreen and can be read without pinching and zooming. • Allow scrolling in one direc;on only. • Use plenty of nega;ve space. Use size and color to indicate link/ bulon priority.
Mobile Landing Pages: Best Practices• Consider accessibility across all mobile devices and all handset orienta;ons. • Avoid Flash since it does not work on all devices. • Use HTML5 for interac;vity and anima;on. • Adapt your site for both ver;cal and horizontal orienta;ons. • Keep users in the same place when they change orienta;on. Grrrr, I can’t see their site!
Mobile Landing Pages: Best Practices• Use Mobile Site Redirects • A mobile site redirect is code that can detect mobile users and send them to the mobile-‐friendly version of your site. • Give users a choice to go back to the desktop site, but make it easy to return to the mobile site. • Let users choose which version they prefer to see for later visits.
Mobile Landing Pages: Conversion Tips• Make it easy to buy something or contact you. • Focus on informa;on that will aid conversion (i.e., product details). • Reduce the number of steps needed to complete a transac;on. • Keep forms short with the fewest number of ﬁelds. • Use check boxes, lists and scroll menus to make data entry easier. • Use Click-‐To-‐Call func;onality for all phone numbers.
Mobile Ads: On The HorizonMobile App Extensions • This new, beta ad unit directs users to a page within a mobile app already installed on their phone. • For example, if someone searches for products on a mobile device, they might see an ad that takes them directly into a cool shopping app they’ve installed on their phone.
Mobile Ads: On The HorizonMobile Oﬀer Ads • Ads with Oﬀers let adver;sers include special deals in their mobile search ads. • Adver;se in-‐store promo;ons • Users can email or SMS your oﬀer for future in-‐store redemp;on. • Ads also display phone number or business loca;on on a Google Map for Mobile • Ads with Oﬀers show on Google.com.
Mobile Ads: On The HorizonCirculars • Google began tes;ng this new ad format with Best Buy and Macy’s earlier last fall • When someone clicks on a search or display ad (on desktop, mobile or tablet devices), • See ads with photos of relevant products and special oﬀers. • Users can email that circular to their mobile phones, and later walk into their local store, ﬂash their phone and redeem the oﬀers.
Mobile Ads: On The HorizonGoogle +1 • As developers can incorporate +1 ads into their mobile applica;ons, consider how this will impact your adver;sing
Summary of Key Takeaways• Mobile will con;nue to grow • Understand mobile user behavior • Extend your online adver;sing to mobile • U;lize the current knowledge and sengs from Adwords (i.e ad extensions) • Consider the device and how it will be used to search for you • Create mobile website experience
About Me• Founder and SEM Strategist, Big Click Co. • Pay-‐per-‐click management, specializing in – Ecommerce – Retarge;ng • Managed dozens of PPC accounts at agencies and client side • Columnist, ClickZ hlp://j.mp/pOxChd Contact me: firstname.lastname@example.org 612-‐424-‐1SEM