Mobile advertising works best for inexpensive, low-consideration products. The key attraction of mobile advertising is that with less money and the same type of traffic, you will reach an audience which may be untapped and not found on the bigger search engines!

1. Emerging Paid Search Platforms:Mobile & Facebook

2. New players in the Game! MIVA (also own SearchFeed) Facebook Ads Looksmart GoClick Superpages Search123.com MySpace 7Search Mobile/Tablet Advertising Platforms

3. PAID SEARCH MOBILE MARKETING

4. Lets have a look at Past Trends!

5. Increase In Adoption Rate of Smart phones Means Mobile Advertising Will Gain Momentum!

6. Introduction To Mobile Advertising

7. How is it Different from Traditional Paid Search? Mobile user intent Targeting options Shorter queries Higher Positioning Interactivity like ‘Click-to-Call’ or ‘Click-to-SMS’ Wasted Clicks will be High

8. TYPES OF MOBILE ADVERTISING NETWORKS

10. Run Of Network (RON) (i.e. no targeting)

12. Premium Networks They focus on a limited number of prestige publishers – mobile operators and big-name destinations The predominant (maybe only) pricing model is CPM, as the majority of campaigns are brand advertising Publishers should expect to receive a majority share of advertising revenue, perhaps 50–70 percent. Although, deals are usually negotiated on a case-by-case basis

13. What’s The Best Mobile Ad Network For You? Where do you want to advertise? What type of publisher do you want? Do you want to pay for clicks or eyeballs? Do you want budget or top of the range? How precise do you want to be? Tools to track and optimize the campaign Return on investment How wide do you want to throw the net?

14. DIFFERENT PLATFORMS FOR PAID MOBILE ADVERTISING

16. State level targeting is also possible CPCs are slightly lower (Text ads – 0.03 Image ads - $0.04 min bid) Traffic Distribution high in Asia (54%) and North America (18%) Only country level targeting possible CPCs are higher as compared to InMobi ($0.04 min bid) Traffic Distribution high in North America (43%) and Asia (33%)

17. Case Study : Awareness Campaign by msn for the movie ‘Get Smart’ Exposure to the mobile launch campaign increased awareness of the film by 21% points The campaign delivered dramatic increases in both recommendation intent, which rose 22% points & viewing interest, which increased by 21% points the percentage of respondents planning to see Get Smart, rose by 17% points

20. Create Ad Groups

21. Targeting – Type of Mobile

23. admob Analytics

24. What’s Next? AdMob network now supports more than 80,000 applications and websites through its network, which was only 50,000 in the start of the current year Full screen ads on tablets & smart phones developed using HTML 5 Double-click for publishers for rich media ads

25. Facebook Paid Advertising

26. Facebook Paid Advertising Facebook without a doubt is one of the hottest web properties in today’s market ComScore released its Q1 2011 online display advertising market report, which said that 1.1 trillion display ads were delivered to U.S. internet users during the quarter. And 31% of those ads (346 billion) were served by Facebook. That’s an 8% increase in market share since Q3 of last year.

27. What are Facebook Ads? Facebook ads are demographically targeted text and image ads that can target users based on a variety of variables including likes, age, sex, schooling, relationship status etc.

29. Page

30. Event

32. 2: Promoting a Facebook Page Facebook Ads for Pages include a "Like" link where people can choose to connect immediately with your Facebook Page without leaving the page they are viewing. In addition to connecting to your Page by clicking the "Like" link, people can choose to click through to your Page from the ad.

33. 3: Promoting a Facebook Event Do you want to drive more awareness? Facebook Ads for Events not only allow you to increase distribution to your Event beyond your friends list, they also require an RSVP link in the ad. These ads allow users to RSVP to your Event without leaving the page they are viewing.

34. 4: Promoting a Facebook App Facebook Ads help you drive engagement at a much larger scale People will be directed to your app when they click on your ad Great way to promote your ad to the right audience

35. Social Element in Ads When users who view these ads "Like" your Page from the ad, or click through to your Page, a story will automatically be created on the user's profile page and possibly even their friends' News Feeds, generating free distribution for you.

36. Make Interesting Ads As Facebook continues to grow ad impressions, your CTR will likely decrease The best way to combat this is ad freshness. Avoid continually showing Facebook users the same ad over and over again. They’ll simply grow blind to your ad and your CTR will drop Keep trying fresh images & messages. See what works best and then create new variations of that ad

37. Search v/s Facebook Ads A Picture says a Thousand Words!

38. Facebook Ads v/s Search

39. Targeting On Facebook Think about your target customer(s) for the product or service you are advertising: Age Range Interests Sex Education & Work Place Location Language Relationship Status

40. Interests Targeting Interest targeting allows advertisers to target users based on information they’ve provided in their profile. This includes listed likes and interests, the Pages they like, Apps they use, and other profile content they’ve provided. Suggested likes & interests

41. Age Targeting Birth dates are required when people register on Facebook. This is useful for advertisers because you can target people within a particular age range such as 18 - 45 or you may target a specific age such as people who are 21 Exact Age Match Targeting

42. Connections Targeting Connections are people who like a Page or Group that you are an administrator of, RSVP'd to an event you hosted, or authorized an application you own.

43. Advanced Demographics Targeting

44. Education & Workplace Targeting Target specific colleges & universities

48. Low CPC and CPM bids

49. Strengthens brand loyalty

51. Decrease in CTR in the course of time

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