PPC Beyond Search Lisa Raehsler SES New York 2012
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PPC Beyond Search Lisa Raehsler SES New York 2012

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Presented at SES NY 2012 ...

Presented at SES NY 2012
PPC Beyond Search: New Ad Formats, Display & Social
For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of ad types such as search retargeting and Yahoo's SmartAds, as well as new tactics for managing and bidding on placements, it's getting harder to justify keeping them in different buckets. This session aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts?

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PPC Beyond Search Lisa Raehsler SES New York 2012 PPC Beyond Search Lisa Raehsler SES New York 2012 Presentation Transcript

  • PPC  Beyond  Search:  New  Ad  Formats,  Display  &  Social    Mobile PPC  Lisa  Raehsler  Founder/  SEM  Strategy  Consultant  Big  Click  Co.     New  York  |  March  19–23    
  • New York | March 19–23, 2012 | #sesnyAgenda•  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  
  • New York | March 19–23, 2012 | #sesnyMobile Is A Top Trend•  By  2015,  there  will  be  more  than  7.1  billion  mobile  devices  in   use.  •  Web  searches  on  mobile  devices  has  grown  4x  since  2010.  •  For  2012,  IDC  expects  the  U.S.  mobile  adver%sing  market  to   almost  double  to  $4.1  billion,  largely  because  of  web  searches.     Sources: Pew Internet, “Generations and Their Gadgets,” February 2011; Google, “Mobile Internet & Smartphone Adoption”, IDC Research
  • New York | March 19–23, 2012 | #sesnyStatistics: Mobile Usage•  85%  of  Americans  age  18+  have  a  mobile  phone,  including  68%   of  people  over  age  65.    •  Consumers  are  embracing  tablets  as  the  fourth  screen  hiXng   17%  in  the  US.   Sources: Pew Internet, “Generations and Their Gadgets,” February 2011; Google, “Mobile Internet & Smartphone Adoption”
  • New York | March 19–23, 2012 | #sesnyStatistics: Consumer Mobile Behavior Google, “The Mobile Movement: Understanding Smartphone Users,” 2011
  • New York | March 19–23, 2012 | #sesnyStatistics: 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
  • New York | March 19–23, 2012 | #sesnyMobile Search: How It’s Different•  Local   –  1  in  3  mobile  searches   have  local  intent.    •  Shorter  searches   –  Mobile  devices  detect  your   loca#on  •  Mul%-­‐tasking  •  Immediate  needs  
  • New York | March 19–23, 2012 | #sesnyMobile Campaigns: Set-Up Basics•  Mobile  only  campaigns  •  Exclude  mobile  from  the  other  campaigns  •  keyword  list  with  shorter  terms  •  Mobile  Landing  page  
  • New York | March 19–23, 2012 | #sesnyMobile Campaigns: Set-Up Basics Adwords
  • New York | March 19–23, 2012 | #sesnyMobile Campaigns: Set-Up BasicsAdwords mobile campaign settings (Campaign Setting tab)
  • New York | March 19–23, 2012 | #sesnyMobile Campaigns: Keyword ResearchAdwords (keyword research tool)
  • New York | March 19–23, 2012 | #sesnyMobile Advertising Options: AdwordsAd  Placements   Ad  Formats  •  Search  engine   •  Text  •  Mobile  Display  Network   •  Image  •  Mobile  Apps   •  Video  •  YouTube  
  • New York | March 19–23, 2012 | #sesnyAd Formats: Sitelinks•  Makes  site  naviga%on   easier  •  Customize  sitelinks  for   mobile:  direc%ons,  store   locator,  local  messaging   with  geo-­‐targe%ng  
  • New York | March 19–23, 2012 | #sesnyAd 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.  
  • New York | March 19–23, 2012 | #sesnyAd 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.    
  • New York | March 19–23, 2012 | #sesnyAd 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.  
  • New York | March 19–23, 2012 | #sesnyAd Formats: Search Ads in Mobile Apps•  Targets  searches  within  a  mobile   app  for  informa%on.  •  Ie.  search  for  a  restaurant  nearby.    
  • New York | March 19–23, 2012 | #sesnyAd Formats: Display Ads Banners on mobile content sites Banners on YouTube
  • New York | March 19–23, 2012 | #sesnyAd Formats: Display Ads•  The  +1  bucon   rolled  out  on   display  ads  and   text  ads  on  mobile   last  Fall.  
  • New York | March 19–23, 2012 | #sesnyTargeting OptionsAdwords mobile campaign settings (Campaign Setting tab)
  • New York | March 19–23, 2012 | #sesnyTargeting Options•  In  Adwords  placements   tool  check  mobile  app  to   see  placements  based  on   keywords  
  • New York | March 19–23, 2012 | #sesnyMobile Landing Pages •  Since  August  2011,  Google  has   seen  more  than  50%  increase  in   the  number  of  AdWords   adver%sers  with  mobile   op%mized  sites.  
  • New York | March 19–23, 2012 | #sesnyMobile 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  
  • New York | March 19–23, 2012 | #sesnyMobile Landing Pages: Best Practices•  Mobile  users  are  oden  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.  
  • New York | March 19–23, 2012 | #sesnyMobile 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.  
  • New York | March 19–23, 2012 | #sesnyMobile Landing Pages: Best Practices•  Be  Thumb-­‐Friendly  •  Use  larger  bucons  that  are  easy  to   press  on  touch  screens.  •  Design  your  page  so  even  large   hands  can  easily  interact  with  it.  •  Allow  room  between  bucons  to   reduce  accidental  clicks.  •  Pad  smaller  bucons  to  increase  the   clickable  area.  •  Pad  check  boxes  by  making  the  text   clickable.  
  • New York | March 19–23, 2012 | #sesnyMobile 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/ bucon  priority.  
  • New York | March 19–23, 2012 | #sesnyMobile 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   Grrrr, I they  change  orienta%on.   can’t see their site!
  • New York | March 19–23, 2012 | #sesnyMobile 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.  
  • New York | March 19–23, 2012 | #sesnyMobile 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.  
  • New York | March 19–23, 2012 | #sesnyMobile Analytics: Google Analytics
  • New York | March 19–23, 2012 | #sesnyMobile Analytics: Google Analytics
  • New York | March 19–23, 2012 | #sesnyMobile Analytics: Adwords
  • New York | March 19–23, 2012 | #sesnySummary  of  Key  Takeaways   •  Mobile  will  con%nue  to  grow  so  extend  your  online   adver%sing  to  mobile   •  U%lize  the  current  knowledge  and  seXngs  from  Adwords   (i.e  ad  extensions)   •  Understand  mobile  user  behavior   •  Consider  the  device  and  how  it  will  be  used  to  search  for   you   •  Create  mobile-­‐friendly  website  experience  
  • New York | March 19–23, 2012 | #sesnyAbout 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  hcp://j.mp/pOxChd   Contact me: lisa@bigclickco.com 612-424-1SEM