Alistair Dent - SMX London 2015 - What You Should be Doing in Search and Mobile
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Written for Search Marketing Expo London 2015, this presentation covers mobile PPC, including what to look out for, what not to do, and the complications of running great mobile campaigns.
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Alistair Dent - SMX London 2015 - What You Should be Doing in Search and Mobile
- 1. Thursday 21st, 2015 What you should be doing in search and mobile Alistair Dent Head of Product iProspect @AlistairDent
- 3. searchmarketingexpo.com @AlistairDent #SMX #24B We’re not mobile first, we’re desktop second
- 4. searchmarketingexpo.com @AlistairDent #SMX #24B Desktops are a vector for conversions
- 5. searchmarketingexpo.com @AlistairDent #SMX #24B Agenda What’s different about mobile? What to look out for What not to do Why it’s complicated
- 6. searchmarketingexpo.com @AlistairDent #SMX #24B What’s different about mobile? Bid Keyword Device Location Time Bid modifiers Mobile preferred ads Mobile only formats
- 7. searchmarketingexpo.com @AlistairDent #SMX #24B What to look out for Web vs apps Ad formats Campaign design Enhanced CPC Cross device Ad positions
- 8. searchmarketingexpo.com @AlistairDent #SMX #24B What not to do Don’t go negative Don’t fear greatness Don’t rush
- 9. searchmarketingexpo.com @AlistairDent #SMX #24B Complications Bids affect modifiers Modifiers overlap Lifetime value is hard Things are unreliable
- 10. searchmarketingexpo.com @AlistairDent #SMX #24B Summary Mobile is upper funnel Track all the things Don’t funnel your users Sometimes it just won’t work
Editor's Notes
- Mobile clicks overtook desktop clicks for the first time across our clients on aggregate in October
- Desktop is quickly becoming a legacy platform
- People still go across devices, but we don’t track that. So we need a methodology for how we attribute in this case.
- Web vs apps and tracking implementations Ad formats: app extensions, app download, call only Campaign design: modifiers are per ad group, so the temptation is to use one keyword per group. But that’s unwieldy, so do that only for your top generics, and only if mobile performance is wildly different from the average in their existing ad group Enhanced CPC can make decisions you can’t Mobile is top of the funnel, desktop is a device for conversions. So use estimated total conversions and your judgement. Track what happens to desktop conversions alongside mobile traffic, and see if they track together Mobile SERPs are simpler, and a well made ad can dominate the page. Use that.