•Evaluate Existing Campaigns
•Pursue Advanced Mobile Strategies
•Stay Ahead of the Curve
• Effective Now, or Need Testing / Evaluation?
• Interactive Mobile Advertising (Games)
• In-App Advertising
• Develop and Market App
•Have All Relevant Channels Been Identified?
•Have Campaigns Been Established, Tested, and Refined
for Each Channel on the Appropriate Platforms?
•Are Established Campaigns Meeting ROAS Goals?
•What is the Current Reporting and Analysis Structure?
•Establish / Refine KPIs
• Cost-per-Install (for apps)
•KPIs should be specific to platform, with industry-specific metrics
•Audience – Mobile – Overview
• Summaries for PCs, Tablets, and Mobile Devices
•Audience – Mobile – Devices
• Top Level Comparison of Conversions
Ensure that conversions can be completed on as many devices as possible
• Mobile Device Branding
See what types of devices customers are using
Identify which brands have highest conversion rates
Determine best platform for Apps
• Operating Systems
Ensure conversion rates are consistent across OS types
• Can be provided to designers to ensure great layout
•Compare Typical GA Data Between PCs, Tablets for
Troubleshooting and Optimization Purposes
• Page Load Time
• Bounce Rate
• Pages Visited,
• Goals and Conversions
•Coming Soon: Cross-Device Conversion Reports!
•Google Adwords and Bing Ads
Platform / Solution
Utilizing All Types with Appropriately Segregated
• Search Results, Content Websites, In-App, Video
• A/B Testing
• Management of Bids Across Devices, Location, and Time
• Higher Bids for Mobile Users and Users within one mile
•High Position Imperative
• CPCs Usually Lower than Desktop
• CTRs Usually Higher than Desktop
•Offers and CTAs Must Speak to Mobile Users
• Lightweight, load quickly
• Work with variety of mobile devices
•A/B Testing for Optimized Campaigns
•Ad Extensions – Click-to-Call and Location
• Campaigns with Sitelinks Have an Average 30%
Increase in CTR
•Use Dayparting to Optimize Campaigns
•Ad Copy Must Be Direct and Concise with
•Keywords in Ad Copy
•Balance Text with Images in Image Ads
•Animation 30 Seconds or Less with Brand,
Product, and CTA Always Clearly Identified
•Broad Match Keywords (for Typing Errors)
• Require Careful Maintenance
•Close Variants for Phrase and Exact Match
• Average Search Query Length is Similar to PCs
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