In the current digital marketing environment, cross-device usage is at an all-time high, yet many advertisers still struggle with optimizing and converting mobile traffic in particular. As merchants graduate from merely having a mobile web site to true mobile fluency, their acquisition, conversion rate optimization, and customer retention strategies should follow suit. Our expert speakers will showcase the latest strategies that will help you not only acquire traffic effectively and efficiently but also optimize on-site experience and retention for long term scale and success.

1. title
title
Essential Mobile Optimizations for Every
Search, Display, and Shopping Campaign
Ad Formats and Tactics You Need to Boost Mobile Performance
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2. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator
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3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition
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4. 4
Coronavirus (COVID-19): The Resource Hub for Marketers
The latest news and cutting edge strategies for marketers to apply today
tinuiti.com/covid
Latest News
& Updates
by Channel
Tips for
Marketers to
Implement
Trends &
Up-to-the
Minute
Updates

5. Today’s Speakers
Lewis Brannon
Strategist, Growth Media
Madison Miner
CEO
Erin Sayer
Demand Generation Manager
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1. State of mobile advertising in 2020 and beyond
2. Importance of mobile UX / performance tips (AMP / PWA)
3. Optimizing the customer experience
4. Recap / Q&A
Agenda

7. Poll Question
What’s your current WFH (working from home) status?
■ Working from home
■ Mix of going into the office and WFH
■ Would rather be going into the office, but can’t
■ Essential type work, I’m going in almost everyday
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image:unsplash
The State of Mobile Advertising

9. Trends in US Mobile Ad Spend
● Mobile represents 68.1% of total digital ad spend forecast for 2020
● Projected to be 73% of ad budgets by 2024.
The state of mobile advertising
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How Google Ads products are adapting well to device trends:
● Improving performance of product ads across surfaces and devices
● Monetizing YouTube feed and improving ad experience on YouTube
(going beyond pre-roll)
Data chart credit - emarketer. Left Image credit - Adobe

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Google Discovery Ads
The state of mobile advertising
● Delivers rich, personalized ad experiences to
people who are ready to discover or re-engage
with brands
● Combines ad formats to personalize your ads
to users within Google’s feeds in a single
campaign, serving across:
○ YouTube mobile app (30 million daily
visitors, 2 billion logged-in monthly
users, 5 billion videos watched daily)
○ Google “Discover” mobile app
○ Gmail (includes desktop)
● Full suite of audience targeting controls
● Maximize conversions bidding (with optional
Target CPA)

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Google Smart Shopping
Where and how these ads appear
SHOPPING DISPLAY YOUTUBE GMAIL ● Automated bidding (max conversions
with Target ROAS option)
● Automated audiences (no retargeting
vs prospecting / brand vs generic)
● Limited reporting (no placements, no
search queries)
● Virtually a black box, but proving
successful at scaling product ads
conversions and revenue
● Expect more tools and control to
come in future iterations

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Google Smart Shopping Layouts
● Combines Google’s highest
CTR ad format with
additional ad inventory.
● Powered by Google’s Smart
Bidding algorithm.
● Reco testing but requires
shopping/feed experts to
actively segment
performance-based Smart
Shopping campaigns by
business goals.
The state of mobile advertising

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Madison Miner
CEO

14. 2010
FOUNDED
2020
FULL SERVICE
OPTIMIZATION
2012
PLATFORM ADAPTS
TO EACH WAVE OF
MOBILE DISRUPTION
ADAPTS AMP
FRAMEWORK
CONVERT DESKTOP
TO MOBILE
EXTENDS TO PWA,
HEADLESS, AND
CLOUD
2015
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15. 9:34 AM
veryslowpage.com
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17. App-like feel with
discoverability of the
web
Guaranteed, superhero
speed
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18. ● Mobile-first patterns
● Discoverable on the web
● Pin to home screen
● App-like
● Single point of entry
● Offline access
● Smooth transitions
● Cross channel
● Indexable
● Push notifications
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19. ● Strategic user prompts
● Map-based, geolocation
interface to drive engagement
● Partial page loads
● Pre-fetching for speed
● Headless architecture for
scale and deployment
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21. Slow servers
Slow mobile connections
Blocked critical rendering path
Append-Only Style Sheets
Slow images
Slow 3rd Party Scripts
Prefetch
Validator
CSS budget
AMP-Image
Components
Serve from cache
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22. ● Framework built for speed
● Portable content units
● Built for caching and APIs
● Fully featured
● Pre-fetching
● Follows best practices
● Performance guardrails
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23. User discovers
AMP listing from
search
AMP delivers a
sub-second first
impression
Upon engagement,
users enter PWA
Instant, smooth
page transitions
App-icon for easy,
one-tap re-entry
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1.
2.
3.
4.
5.

24. page load speed
traffic jump
mobile revenue increase
bounce rate decrease
conversion rate increase
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25. 1. Barriers are broken: The historic limitations of the mobile web are
gone -- sub-second speed and app-like UX is achievable
2. Adapt to behavior: Your customers are increasingly mobile and
their habits underscore the importance of performance
3. Predictable Growth: Modern architecture enables mobile to rival
desktop
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26. Erin Sayer
Demand Generation Manager

27. Poll Question
Are you currently testing and/or personalizing on your mobile site?
■ Yes, we're all over it!
■ We've started, but there's still a lot of work to do.
■ No, not yet.
■ We want to, but just don't know how to get
started.
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Steps to creating an experiment or personalization

31. 5 Tips for
Optimizing
Mobile Sites
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32. Differentiate
Mobile and
Desktop pages
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33. Desktop vs. Mobile layout
Vertical grid layout
+3% transactions on
mobile
Filters inspired by
social media
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34. Optimize
Navigation
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35. Reposition icons in header
+15% clicks on
hamburger menu
+23% transactions
WINNER
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36. Tapping is never spot on
Icons with different functions are
clustered together, which can lead to
errors/frustration in navigation
Users rarely tap in the
absolute center of an
icon: account for those
“misses.”
More space between icons
helps to create more fluid
navigation.
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37. Remember User Intent
+197% clicks on
search bar
+18% transactions
WINNER
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38. Maximize
Above the Fold
338

39. Use Collapsible Filters
+6% clicks on
product
+70% scroll
WINNER
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40. Reduce header images to showcase more content
8% increase in
transactions
+70% scroll
WINNER
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41. Main focus
is in the
center of
the screen
Remember the center of the screen
Users will scroll to read
new information in the
center of the screen,
which is also the easiest
place to tap with
accuracy.
Navigation or
secondary actions
characteristically go
on the top/bottom of
the screen.
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42. Fix Elements to
Scroll
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43. Sticky Search Bar
8% more
transactions
16% increase
to search
pages
WINNER
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44. Sticky CTA
8% increase in
transactions
37% increase in
click-through rate
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45. Leverage
Geolocation
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46. Smartphones encourage store visits
76%of people who search for something nearby on their smartphone visit a
related business within a day.
28%of those visits result in a purchase.
Source: Think With Google46

47. Geolocation to drive store pick up
*this image has been translated for readability
Another option is
to allow shoppers
to reserve items
for pickup
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Recap - 5 Tips for Optimizing Mobile Sites
1. Differentiate mobile & desktop pages
2. Optimize navigation
3. Maximize above-the-fold
4. Fix elements to scroll
5. Leverage geolocation

49. Key Takeaways
Tinuiti: Mobile usage and ad spend continues to soar, and
most ad platforms are adapting well with new, innovative
formats that allow you to drive quality traffic at scale.
WompMobile: A guaranteed-fast and frictionless mobile
experience drives performance and ROI that rivals desktop.
AB Tasty: Slow-loading pages, clunky checkout processes,
cluttered layouts and data concerns are all big deterrents for
smartphone users.
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Schedule a personalized demo.
madison@wompmobile.com

51. Schedule your custom
demo today!
Email me: erin@abtasty.com
Visit us online: abtasty.com
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52. Schedule Your 1:1
Strategy Evaluation
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53. Live Q&A
Lewis Brannon
Strategist, Growth Media
Madison Miner
CEO
Erin Sayer
Demand Generation Manager
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54. Upcoming Webinars
tinuiti.com/content/
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55. 55
Coronavirus (COVID-19): The Resource Hub for Marketers
The latest news and cutting edge strategies for marketers to apply today
tinuiti.com/covid
Latest News
& Updates
by Channel
Tips for
Marketers to
Implement
Trends &
Up-to-the
Minute
Updates

56. THANK YOU!
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