Mobile PPC: Not Just a Sidekick

@robert_brady #HeroConfMobile PPC: Not Just a Sidekick Why you should be doing mobile PPC, how to do it, and how not to screw it up. contact: robert@trafficado.com

@robert_brady #HeroConf• About Me – Managing PPC accounts since 2005 – Google AdWords Certified Partner – Microsoft Accredited Professional – Director of PPC & Conversion at Trafficado

@robert_brady #HeroConfHow PPC-ers see themselves

@robert_brady #HeroConfWe’ve come a long way…

@robert_brady #HeroConf…and so have our vehicles.

@robert_brady #HeroConfWhere mobile PPC is now.

@robert_brady #HeroConfHow Much Volume DoesMobile PPC Really Have?

@robert_brady #HeroConf Case Study• Client – Visitors’ bureau for large US city• Question – Is there search volume on mobile devices we aren’t capturing?• Goal – Increase traffic (Google Grants account)• Constraint – $1.00 maximum CPC bid

@robert_brady #HeroConf Case Study• Strategy – Find ad groups with avg. CPC under $1.00 in campaigns targeting desktops & tablets – Clone ad groups into a new campaign targeting only mobile devices – Emphasize free visitor’s guide (available as PDF, app or online) in ad copy

@robert_brady #HeroConf Case Study Desktop & Tablet Mobile % Difference Clicks 6,501 1,068 +16.4%Impressions 280,844 74,830 +26.6% CTR 2.31% 1.43% -38.1% Avg. CPC $0.72 $0.66 -8.3%Avg. position 3.03 1.55 +49%

@robert_brady #HeroConf• Action Items – Find top performing campaigns/ad groups – Clone & target to mobile search only• What differences should you consider?

@robert_brady #HeroConfWhat’s Different About Mobile PPC?

@robert_brady #HeroConf• More mobile search on holidays

@robert_brady #HeroConf• New Years terms – Slow buildup, peaks Dec. 31, immediate drop-off• Valentine’s Day terms – Slow buildup, peaks Feb. 14, immediate drop-off

@robert_brady #HeroConf• More mobile search on holidays• More mobile search on weekends

Desktop – Day of Week Mobile – Day of Week LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3

@robert_brady #HeroConf• More mobile search on holidays• More mobile search on weekends• More mobile search in the evening

Desktop – Time of Day Mobile – Time of Day LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3

@robert_brady #HeroConf• More mobile search on holidays• More mobile search on weekends• More mobile search in the evening• Less ad real estate

@robert_brady #HeroConf“Above the fold” Bottom of the page

@robert_brady #HeroConf• Action Items – Create ad groups for holidays/events – Target off-peak times (ie evenings & weekends) – Target avg. position 1-2 to ensure visibility – Extended headlines are rare on mobile• How should your ad copy change?

@robert_brady #HeroConfDo Mobile Users Respond Differently to Ad Copy?

@robert_brady #HeroConf Restaurant Ad Copy• Version A • Keywords – [city] restaurant – [city] restaurants• Version B • No specific restaurant names• Your vote?

@robert_brady #HeroConf Restaurant Ad Copy Mobile CTR Desktop CTRVersion A 1.27% 0.73%Version B 1.22% 0.28%Winner Inconclusive Version A

@robert_brady #HeroConf Museum Ad Copy• Version A • Keywords – [city] museum – [city] museums• Version B • No specific museum names• Your vote?

@robert_brady #HeroConf Museum Ad Copy Mobile CTR Desktop CTRVersion A 5.35% 5.99%Version B 4.62% 8.85%Winner Version A Version B

@robert_brady #HeroConf• Action Items – Your best desktop ads may be crappy mobile ads – Give them what they want. Right now! – Bigger may be better on desktop (“150+ local restaurants”), but smaller is better for mobile (screen sizes, time & attention) – “Free” still resonates

@robert_brady #HeroConf• Takeaways – Mobile could get you 16% more clicks – Traditionally “poor” PPC time slots (weekends, evenings & holidays) represent big opportunities – Your best ad copy may fail miserably on mobile – Mobile PPC won’t be the sidekick for long

@robert_brady #HeroConfThe Future of Mobile PPC

@robert_brady #HeroConf Thank YouEmail: robert@trafficado.comLinkedIn: www.linkedin.com/in/robertallenbradyTwitter: @robert_bradyBlog: www.righteousmarketing.com

Mobile PPC: Not Just a Sidekick

by robertallenbrady on Jun 21, 2012

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