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March 5, 2015
Mobile PPC
Optimization
Isabell Sheang
Bing Ads Mobile Marketing
@isabs8
#SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by d...
@isabs8
#SMX #31B
@isabs8
#SMX #31B
@isabs8
#SMX #31B
@isabs8
#SMX #31B
INTERNET SEARCHES ON SMARTPHONE
@isabs8
#SMX #31B
177% YoY GROWTH IN MOBILE CLICK IS DELIVERED
@isabs8
#SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by d...
@isabs8
#SMX #31B
UNIFIED DEVICE TARGETING
@isabs8
#SMX #31B
Bing Ads AdWords
Targeting selection
Unified across devices Unified across devices
Bid modifiers
Desktop...
@isabs8
#SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by d...
@isabs8
#SMX #31B
QUERY SEARCH TREND BY DEVICE AND BY CATEGORY
@isabs8
#SMX #31B
@isabs8
#SMX #31B
Mobile bid boost
and budget
allocation for after
work hours to
maximize reach;
Spread budget
more evenly...
@isabs8
#SMX #31B
Takeaways
@isabs8
#SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by d...
@isabs8
#SMX #31B
AdDescription
"Brands"
Affordability
CallToAction
Compare
Contract
Deals
DeviceType
DKI
Free
Offers
Offi...
@isabs8
#SMX #31B
“Brands”
“Brands”
DisplayURL
“Brands”
Call to Action
DisplayURL
“Brands”
Dynamic KW Insertion
DisplayURL...
@isabs8
#SMX #31B
TOP AD COPY COMBINATIONS
“Brands”
“Brands”
DisplayURL
“Brands”
Call to Action
DisplayURL
“Brands”
Cheap/...
@isabs8
#SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by d...
@isabs8
#SMX #31B
4 out of 5
consumers conduct local
searches on search
engines across devices
@isabs8
#SMX #31B
Local searchers
are ready to act
@isabs8
#SMX #31B
USE LOCATION TARGETING
@isabs8
#SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by d...
@isabs8
#SMX #31B
TIPS #1: SELECT MOBILE PREFERRED
@isabs8
#SMX #31B
TIPS #2: ADD MOBILE PREFERRED SITE LINKS
@isabs8
#SMX #31B
http://{ifnotmobile: }
{ifmobile: }
TIPS #3: USE PARAMETERS FOR DESTINATION URLS
@isabs8
#SMX #31B
70%
102%
Non mobile
optimized site:
Mobile
optimized site:
was
23%
for those not optimized
for mobile an...
@isabs8
#SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by d...
@isabs8
#SMX #31B
UNIVERSAL EVENTS TRACKING
@isabs8
#SMX #31B
CROSS DEVICE, CROSS CAMPAIGN ATTRIBUTION
@isabs8
#SMX #31B
• Mobile vertical insights and best performing ad copy analysis
for Retail, FinSrv & Insurance, and Tech...
@isabs8
#SMX #31B
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Mobile PPC Optimization

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Getting The Most From Your Mobile PPC Ads. PRESENTATION: Mobile PPC Optimization - Given by Isabell Sheang, @isabs8 - Microsoft, Senior Product Marketing Manager. #SMX #31B

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Mobile PPC Optimization

  1. 1. March 5, 2015 Mobile PPC Optimization Isabell Sheang Bing Ads Mobile Marketing
  2. 2. @isabs8 #SMX #31B TOPICS TODAY If you’re still not convinced about mobile Mobile targeting optimizations Query trends by device and by search category Best performing ad copies Mobile is local Additional tips Remarketing
  3. 3. @isabs8 #SMX #31B
  4. 4. @isabs8 #SMX #31B
  5. 5. @isabs8 #SMX #31B
  6. 6. @isabs8 #SMX #31B INTERNET SEARCHES ON SMARTPHONE
  7. 7. @isabs8 #SMX #31B 177% YoY GROWTH IN MOBILE CLICK IS DELIVERED
  8. 8. @isabs8 #SMX #31B TOPICS TODAY If you’re still not convinced about mobile Mobile targeting optimizations Query trends by device and by search category Best performing ad copies Mobile is local Additional tips Remarketing
  9. 9. @isabs8 #SMX #31B UNIFIED DEVICE TARGETING
  10. 10. @isabs8 #SMX #31B Bing Ads AdWords Targeting selection Unified across devices Unified across devices Bid modifiers Desktop N/A N/A Tablet -20%* to +300% Not available Mobile -100% -90% to +300% (inclusive)** -100% to +300% ‘If mobile’ URLs Yes Yes Mobile Preference Yes Yes COMPARE TO ENHANCED CAMPAIGN
  11. 11. @isabs8 #SMX #31B TOPICS TODAY If you’re still not convinced about mobile Mobile targeting optimizations Query trends by device and by search category Best performing ad copies Mobile is local Additional tips Remarketing
  12. 12. @isabs8 #SMX #31B QUERY SEARCH TREND BY DEVICE AND BY CATEGORY
  13. 13. @isabs8 #SMX #31B
  14. 14. @isabs8 #SMX #31B Mobile bid boost and budget allocation for after work hours to maximize reach; Spread budget more evenly on the weekends DAILY QUERY TREND – RETAIL
  15. 15. @isabs8 #SMX #31B Takeaways
  16. 16. @isabs8 #SMX #31B TOPICS TODAY If you’re still not convinced about mobile Mobile targeting optimizations Query trends by device and by search category Best performing ad copies Mobile is local Additional tips Remarketing
  17. 17. @isabs8 #SMX #31B AdDescription "Brands" Affordability CallToAction Compare Contract Deals DeviceType DKI Free Offers OfficialSite Online Orders ParamInsertion Phones(General) Plans Prepaid Price/Pricing Sale Save/Savings Service Shipping Superlatives Unlimited Vendor/Retailer WirelessCarriers AdTitle "Brands" Affordability Call To Action Compare Contract Deals Device Type DKI Free Offers Official Site Online Orders Param Insertion Phones (General) Plans Prepaid Price/Pricing Sale Save/Savings Service Shipping Superlatives Unlimited Vendor/Retailer Wireless Carriers Ad copy research heat map
  18. 18. @isabs8 #SMX #31B “Brands” “Brands” DisplayURL “Brands” Call to Action DisplayURL “Brands” Dynamic KW Insertion DisplayURL “Brands” Price/pricing DisplayURL “DKI” Brands DisplayURL TOP AD COPY COMBINATIONS Online Call to Action DisplayURL Online Call to Action DisplayURL Online Online DisplayURL Brand Name Brands DisplayURL Param Insertion Brands DisplayURL
  19. 19. @isabs8 #SMX #31B TOP AD COPY COMBINATIONS “Brands” “Brands” DisplayURL “Brands” Call to Action DisplayURL “Brands” Cheap/Affordable DisplayURL “Brands” Dynamic KW Insertion DisplayURL “Brands” Price/Pricing DisplayURL Online Call to Action DisplayURL Online Price/Pricing DisplayURL Call to Action Online DisplayURL %Off %Off DisplayURL %Off Call to Action DisplayURL
  20. 20. @isabs8 #SMX #31B TOPICS TODAY If you’re still not convinced about mobile Mobile targeting optimizations Query trends by device and by search category Best performing ad copies Mobile is local Additional tips Remarketing
  21. 21. @isabs8 #SMX #31B 4 out of 5 consumers conduct local searches on search engines across devices
  22. 22. @isabs8 #SMX #31B Local searchers are ready to act
  23. 23. @isabs8 #SMX #31B USE LOCATION TARGETING
  24. 24. @isabs8 #SMX #31B TOPICS TODAY If you’re still not convinced about mobile Mobile targeting optimizations Query trends by device and by search category Best performing ad copies Mobile is local Additional tips Remarketing
  25. 25. @isabs8 #SMX #31B TIPS #1: SELECT MOBILE PREFERRED
  26. 26. @isabs8 #SMX #31B TIPS #2: ADD MOBILE PREFERRED SITE LINKS
  27. 27. @isabs8 #SMX #31B http://{ifnotmobile: } {ifmobile: } TIPS #3: USE PARAMETERS FOR DESTINATION URLS
  28. 28. @isabs8 #SMX #31B 70% 102% Non mobile optimized site: Mobile optimized site: was 23% for those not optimized for mobile and 60% for mobile optimized sites.2 TIPS #4: OPTIMIZE WEBSITE FOR MOBILE
  29. 29. @isabs8 #SMX #31B TOPICS TODAY If you’re still not convinced about mobile Mobile targeting optimizations Query trends by device and by search category Best performing ad copies Mobile is local Additional tips Remarketing
  30. 30. @isabs8 #SMX #31B UNIVERSAL EVENTS TRACKING
  31. 31. @isabs8 #SMX #31B CROSS DEVICE, CROSS CAMPAIGN ATTRIBUTION
  32. 32. @isabs8 #SMX #31B • Mobile vertical insights and best performing ad copy analysis for Retail, FinSrv & Insurance, and Tech & Telco • Why mobile optimized website guide and best practice • Using Mobile Preferred under Device targeting • Advanced location targeting overview and examples • Unified Device Targeting blog • More on Universal Events Tracking RESOURCES
  33. 33. @isabs8 #SMX #31B

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