Paid Search Advertising in a Multi Device World - 2013 Jeff Allen at SMX Toronto

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Paid Search Advertising in a Multi Device World - 2013 Jeff Allen at SMX Toronto

  1. 1. PPC SURVIVAL IN A MULTI-DEVICE WORLD @JeffAllenUT Jeff.Allen@hanapinmarketing.com
  2. 2. MOBILE ≠ FAD
  3. 3. MOBILE ≠ FAD MOBILE ≠ WINDOW SHOPPERS
  4. 4. MOBILE ≠ FAD MOBILE ≠ WINDOW SHOPPERS MOBILE ≠ TABLETS?
  5. 5. MOBILE IS… A WAY TO REACH THE NEXT GENERATION
  6. 6. MOBILE IS… A WAY OUT OF DECLINING SEARCH QUERIES
  7. 7. MOBILE IS… NO LONGER OPTIONAL (Thanks Google!)
  8. 8. WHY DO MULTIPLE DEVICES MEAN T H E END OF THE WORLD??
  9. 9. Remember Megatron!?
  10. 10. AD SPACE IS LIMITED WE NO LONGER KNOW HOW TO BID TRACKING SUCKS FINGERS SIZE HAS INCREASED 42.9%* *made up jeffstistic
  11. 11. MOBILE OPTIMIZED LANDING PAGES TAKE TIME, ARE HARD TO SCOPE & NEGLECTED.
  12. 12. FIGHTING FAT FINGERS WITH MOBILE ADS
  13. 13. MOBILE OPTIMIZED CTA’S ONE CLICK BUYING, SIGN UP FROM YOUR PHONE, TRUSTED MOBILE SITE, STORE LOCATOR, 1 MINUTE CHECKOUT, CALL OR TEXT US, ORDER ON YOUR PHONE, EASY TO USE MOBILE SITE…
  14. 14. ~25% MORE CLICK REAL ESTATE
  15. 15. CALL & SITELINK EXTENSIONS OFFER EXTENSIONS
  16. 16. 1. GO TO A CAMPAIGN 2. CLICK THE AD EXTENSIONS TAB 3. CHOOSE TYPE OF EXTENSION FROM DROP DOWN 4. CHOOSE UPGRADED 5. CHOOSE AD GROUP OR CAMPAIGN
  17. 17. POST-ENHANCED CAMPAIGN BIDDING BIDDING
  18. 18. BID MULTIPLIERS AGGREGATE FOR MAX 10X 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 BID MULTIPLIER = -20%
  22. 22. ALIGN MULTIPLIER WITH GOALS CPA OR ROAS? CAMPAIGN LEVEL OR DEVICE LEVEL?
  23. 23. MOBILE CPC WILL TAKE OFF JUNE, 2013
  24. 24. Thank You! Jeff Allen Hanapin Marketing @JeffAllenUT

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