2013 smx toronto paid search advertising in a multi device world

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2013 smx toronto paid search advertising in a multi device world

  1. 1. PPC SURVIVAL IN AMULTI-DEVICE WORLD @JeffAllenUT Jeff.Allen@hanapinmarketing.com
  2. 2. MOBILE ≠ FAD
  3. 3. MOBILE ≠ FADMOBILE ≠ WINDOW SHOPPERS
  4. 4. MOBILE ≠ FADMOBILE ≠ WINDOW SHOPPERSMOBILE ≠ TABLETS?
  5. 5. MOBILE IS…A WAY TO REACH THENEXT GENERATION
  6. 6. MOBILE IS…A WAY OUT OFDECLINING SEARCH QUERIES
  7. 7. MOBILE IS…NO LONGER OPTIONAL(Thanks Google!)
  8. 8. WHY DO MULTIPLE DEVICES MEAN THEEND OF THE WORLD??
  9. 9. RememberMegatron!?
  10. 10. AD SPACE IS LIMITEDWE NO LONGER KNOW HOW TO BIDTRACKING SUCKSFINGERS SIZE HAS INCREASED 42.9%**made up jeffstistic
  11. 11. MOBILEOPTIMIZEDLANDING PAGESTAKE TIME, AREHARD TO SCOPE& NEGLECTED.
  12. 12. FIGHTING FAT FINGERS WITHMOBILE ADS
  13. 13. MOBILE OPTIMIZED CTA’SONE CLICK BUYING, SIGN UP FROM YOURPHONE, TRUSTED MOBILE SITE,STORE LOCATOR, 1 MINUTE CHECKOUT,CALL OR TEXT US, ORDER ON YOURPHONE, EASY TO USE MOBILE SITE…
  14. 14. ~25% MORECLICK REAL ESTATE
  15. 15. CALL & SITELINKEXTENSIONS  OFFER EXTENSIONS  
  16. 16. 1.  GO TO A CAMPAIGN2.  CLICK THE AD EXTENSIONS TAB3.  CHOOSE TYPE OF EXTENSION FROM DROP DOWN4.  CHOOSE UPGRADED5.  CHOOSE AD GROUP OR CAMPAIGN  
  17. 17. POST-ENHANCED CAMPAIGN BIDDINGBIDDING
  18. 18. BID MULTIPLIERS AGGREGATE FOR MAX10X KEYWORD BID.
  19. 19. TO GET TOTAL POSSIBILITIES MULTIPLY(LOCATIONS x SCHEDULING x DEVICES)(2 x 2 x 2) = 8 UNQ. BIDS
  20. 20. It’s  quite  simple,  isn’t  it.  
  21. 21. GOOGLE SAYS:SET MOBILE BIDMULTIPLIER = -20%
  22. 22. ALIGN MULTIPLIER WITH GOALSCPA OR ROAS?CAMPAIGN LEVEL OR DEVICE LEVEL?
  23. 23. MOBILE CPC WILL TAKE OFF JUNE, 2013
  24. 24. Thank  You!  Jeff  Allen  Hanapin  Marke=ng  @JeffAllenUT  

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