PPC Goes Mobile

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Why you should be doing mobile PPC,
how to do it, and how not to screw it up.

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PPC Goes Mobile

  1. 1. @robert_brady #SLCSEM PPC Goes Mobile Why you should be doing mobile PPC,how to do it, and how not to screw it up. contact: robert@trafficado.com
  2. 2. @robert_brady #SLCSEM• About Me – Managing PPC accounts since 2005 – Google AdWords Certified Partner – Microsoft Accredited Professional – Director of PPC & Conversion at Trafficado
  3. 3. @robert_brady #SLCSEMWhy Should I Do Mobile PPC?
  4. 4. @robert_brady #SLCSEM• Because your customers are going mobile
  5. 5. @robert_brady #SLCSEM• And it’s not just young people either
  6. 6. @robert_brady #SLCSEM• Local mobile searches get customers http://img2.yp.com/radiant/radiant_assets_36330_Nielsen_advertisers.pdf
  7. 7. @robert_brady #SLCSEMHow Much Volume DoesMobile PPC Really Have?
  8. 8. @robert_brady #SLCSEM• February 2012 – 17.5 billion searches - Comscore http://searchengineland.com/report-affirms-strong-q4-search- growth-in-2011-offers-additional-insights-108404
  9. 9. @robert_brady #SLCSEM Case Study• Client – Visitors’ bureau for large US city• Question – Is there search volume on mobile devices we aren’t capturing?• Goal – Increase traffic gained from Google Grants account• Constraint – $1.00 maximum CPC bid
  10. 10. @robert_brady #SLCSEM 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
  11. 11. @robert_brady #SLCSEM 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%
  12. 12. @robert_brady #SLCSEMWhat’s Different About Mobile PPC?
  13. 13. @robert_brady #SLCSEM• More mobile search on holidays
  14. 14. @robert_brady #SLCSEM• New Years terms – Slow buildup – Peaks on Dec. 31 – Drops off immediately
  15. 15. @robert_brady #SLCSEM• More mobile search on holidays• More mobile search on weekends
  16. 16. @robert_brady #SLCSEM Desktop Search by Day of WeekLiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
  17. 17. @robert_brady #SLCSEM Mobile Search by Day of WeekLiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
  18. 18. @robert_brady #SLCSEM• More mobile search on holidays• More mobile search on weekends• More mobile search in the evening
  19. 19. @robert_brady #SLCSEM Desktop Search by Time of DayLiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
  20. 20. @robert_brady #SLCSEM Mobile Search by Time of DayLiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
  21. 21. @robert_brady #SLCSEM• More mobile search on holidays• More mobile search on weekends• More mobile search in the evening• Less ad real estate
  22. 22. @robert_brady #SLCSEM“Above the fold” Bottom of the page
  23. 23. @robert_brady #SLCSEM• More mobile search on holidays• More mobile search on weekends• More mobile search in the evening• Less ad real estate• Getting users to convert can be easier (if a call is what you want)
  24. 24. @robert_brady #SLCSEM“Above the fold” Bottom of the page
  25. 25. @robert_brady #SLCSEM• More mobile search on holidays• More mobile search on weekends• More mobile search in the evening• Less ad real estate• Getting users to convert can be easier (if a call is what you want)• Mobile users have different intent
  26. 26. @robert_brady #SLCSEM
  27. 27. @robert_brady #SLCSEM
  28. 28. @robert_brady #SLCSEM
  29. 29. @robert_brady #SLCSEM
  30. 30. @robert_brady #SLCSEM
  31. 31. @robert_brady #SLCSEM
  32. 32. @robert_brady #SLCSEM
  33. 33. @robert_brady #SLCSEM• Takeaways – Increased smartphone adoption will continue to drive mobile PPC growth – You could be missing an additional 7-16% of search traffic by neglecting mobile – Mobile PPC currently has less competition – Users can be converted quickly & easily
  34. 34. @robert_brady #SLCSEM Thank YouEmail: robert@trafficado.comLinkedIn: www.linkedin.com/in/robertallenbradyTwitter: @robert_bradyBlog: www.righteousmarketing.com

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