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Mobile PPC Strategy Lisa Raehsler 2012
 

Mobile PPC Strategy Lisa Raehsler 2012

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Do you have a mobile PPC strategy yet? This presentation is full of valuable and timely tips on the hottest trend in PPC today.

Do you have a mobile PPC strategy yet? This presentation is full of valuable and timely tips on the hottest trend in PPC today.

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    Mobile PPC Strategy Lisa Raehsler 2012 Mobile PPC Strategy Lisa Raehsler 2012 Presentation Transcript

    • 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 Basics Adwords
    • 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
    • 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 Analytics: Google Analytics
    • Mobile Analytics: Google Analytics
    • Mobile Analytics: Adwords
    • 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:   lisa@bigclickco.com   612-­‐424-­‐1SEM