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Your Mobile Marketing Action Plan in 10 Steps

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Smx West 2014 Session #Smx #23C - Capturing The Mobile Paid Leadpresentation Your Mobile Marketing Action Plan In 10 Steps By Joseph Kerschenbaum @Joekerschbaum Of 3Q Digital

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Your Mobile Marketing Action Plan in 10 Steps

  1. 1. YOUR MOBILE ACTION PLAN IN 10 STEPS
  2. 2. @joekerschbaum MOBILE SECRET SAUCE?
  3. 3. @joekerschbaum PAIN PROGRESSION
  4. 4. TELL GOOGLE YOUR AD PREFERENCES
  5. 5. @joekerschbaum MOBILE ADS = DO THEM NOW! “Mobile-optimized text ads and extensions will be given preference on mobile devices.” TIP: Avoid truncation. Mobile ads should be shorter. Aim under 60 characters.
  6. 6. @joekerschbaum NOT YOUR MOMMA’S SITE LINKS
  7. 7. @joekerschbaum CHECK THAT BOX, YO! Task: Use Mobile Preferred Ads & Site Links Step 1 Step 2 TIP: Mobile sitelinks should be shorter. Aim for 15-17 characters in length.
  8. 8. MOBILE DEVICES ARE ACTUALLY PHONES – REMEMBER?
  9. 9. @joekerschbaum GUESS WHO I’M CALLING?
  10. 10. @joekerschbaum TWO CLICKS AND YOU’RE DONE • Charged the same as for a standard click on the ad. • Clickable on devices that allow a user to click and call • Utilizes Google call- forwarding for tracking • Count calls as conversions when they last longer than 60 seconds
  11. 11. @joekerschbaum TRACK THOSE CALL CONVERSIONS Step 1 Step 2 Task: Utilize Call Extensions
  12. 12. GET PURPOSEFUL WITH THOSE MOBILE BIDS
  13. 13. @joekerschbaum WHAT’S GOING ON HERE? Task: Determine a Mobile Bidding Strategy
  14. 14. MODIFIERS MODIFYING EACH OTHER ALL OVER THE PLACE
  15. 15. @joekerschbaum
  16. 16. @joekerschbaum PLAY NICE, FOLKS Mobile Modifier Geographic Modifier Ad Scheduling Bid Rules Keyword Bid
  17. 17. @joekerschbaum ACTIVE BID ADJUSTMENTS Task: Review All Bid Modifiers
  18. 18. IMPROVE MOBILE & GDN: DON’T CROSS THE STREAMS
  19. 19. @joekerschbaum MOBILE + DISPLAY = SADNESS
  20. 20. @joekerschbaum MOBILE IS THE LITTLE GUY HERE 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% Computers Mobile devices with full browsers Tablets with full browsers Conv Rate Conv Rate
  21. 21. @joekerschbaum CRAFT YOUR STRUCTURE Search PCs Tablets Mobile Devices Display PCs Tablets
  22. 22. @joekerschbaum ADJUST MOBILE BID MODIFIER Task: Exclude Mobile Devices from GDN Display PCs Tablets
  23. 23. SORRY, GOOGLE – TABLETS ARE STILL MOBILE
  24. 24. @joekerschbaum TABLETS ARE MOBILE DEVICES
  25. 25. @joekerschbaum 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 10.0% Computers Tablets with full browsers Conv Rate Conv Rate GND: BETTER THAN MOBILE ISN’T GOOD
  26. 26. @joekerschbaum KILL THOSE CATEGORIES Step 1 Step 2 Step 3
  27. 27. @joekerschbaum KILL THOSE APPS Step 1 Step 2 Step 3 Task: Exclude Mobile Apps from GDN
  28. 28. CONVERSION OPTIMIZER MAY NEGLECT MOBILE
  29. 29. @joekerschbaum ALL YOUR EFFORT = FAIL Bang Head Here
  30. 30. @joekerschbaum CONVERSION OPTIMIZER ADJUSTMENT Step 1 Step 2
  31. 31. @joekerschbaum ONE CLICK – AND BOOM! 0.0 100.0 200.0 300.0 400.0 500.0 600.0 700.0 800.0 900.0 1000.0 100000.0 150000.0 200000.0 250000.0 300000.0 350000.0 400000.0 Impressions Clicks 20.0 30.0 40.0 50.0 60.0 70.0 80.0 1/22/2014 1/24/2014 1/26/2014 1/28/2014 1/30/2014 2/1/2014 2/3/2014 2/5/2014 2/7/2014 2/9/2014 2/11/2014 2/13/2014 2/15/2014 2/17/2014 2/19/2014 2/21/2014 2/23/2014 2/25/2014 Conversions Conversions Task: Use Accelerated Ad Delivery with Conversion Optimizer
  32. 32. NOT JUST RESPONSIVE DESIGN: RESPONSIVE EXPERIENCE.
  33. 33. @joekerschbaum FRACTURED USER FOCUS
  34. 34. @joekerschbaum BAD TO GOOD
  35. 35. @joekerschbaum OPTIMIZE FOR DESIGN AND CONTENT
  36. 36. @joekerschbaum SOME BEST PRACTICES ARE BEST 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% Mobile Test - New Mobile Test - Old Conversation Rate CVR Task: Optimize Your Web Experience for Design AND User Intent
  37. 37. GREAT! YOU HAVE MOBILE LEADS. ARE THEY ANY GOOD?
  38. 38. @joekerschbaum NOT ALL LEADS ARE EQUAL 0% 10% 20% 30% 40% 50% 60% Laptops / PC Mobile Devices Qualified Leads Qualified Leads Task: Monitor Mobile Lead Quality Closely
  39. 39. THE FUTURE IS NOW… OR MAYBE LATER
  40. 40. @joekerschbaum PEOPLE ARE ADDICTED TO SCREENS
  41. 41. @joekerschbaum WHAT TO KNOW NOW • 6 in 10 online adults in the US and UK use at least 2 devices every day • 76% use their smartphone “on the go” • 60% of multi-device users transition to larger screens to finish tasks • 22% finished on a tablet and 58% on a laptop
  42. 42. @joekerschbaum WORKING ON ESTIMATES FOR NOW Estimated Total Conversions • Counted when a customer clicks an ad on one device, then converts on another device. • Includes: cross-device, many-per- click, and phone call conversions. Task: Start Thinking about Cross-Device Behavior
  43. 43. YOUR MOBILE ACTION PLAN! bit.ly/Mobile-Action-Plan
  44. 44. Joseph Kerschbaum Midwest Account Director 3Q Digital joseph@3qdigital.com Twitter: @joekerschbaum THANK YOU! bit.ly/Mobile-Action-Plan

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