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Mobile PPC: Driving & Converting Mobile Traffic - Jeff Allen at SES Toronto

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Jeff Allen at SES Toronto

June 11-13, 2012
Toronto, CA

Topic: Strategies for Mobile PPC

Published in: Technology, Business
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Mobile PPC: Driving & Converting Mobile Traffic - Jeff Allen at SES Toronto

  1. 1. Mobile PPC Driving & Converting Mobile Traffic Jeff Allen Account Director jeff.allen@hanapinmarketing.com Toronto | June 11–13
  2. 2. Toronto | June 11–13, 2012 | #sesto Your logo here @jeffallenUT
  3. 3. Toronto | June 11–13, 2012 | #sesto Your logo here @jeffallenUT
  4. 4. Toronto | June 11–13, 2012 | #sesto @jeffallenUT
  5. 5. Toronto | June 11–13, 2012 | #sesto What to do with tablets • Treat like desktop, for now. Your logo here @jeffallenUT
  6. 6. Toronto | June 11–13, 2012 | #sesto Should you care about feature phones? Yes. • They are anything that isn’t a Smart Phone. • 63% market share in 2011 for U.S. (Sarah Perez, techcrunch.com) Technical Requirements • Text ads 12-18 characters • Image ads 6:1 aspect ratio (max 7.5k) 4:1 aspect ratio (max 7.5k) • Website XHTML, CHTML, WML Your logo here @jeffallenUT
  7. 7. Toronto | June 11–13, 2012 | #sesto Create experiences engineered for mobile that are... oddly useful. Your logo here @jeffallenUT
  8. 8. Toronto | June 11–13, 2012 | #sesto Desktop Vs. Mobile Your logo here @jeffallenUT
  9. 9. Toronto | June 11–13, 2012 | #sesto First crack at a mobile optimized site Your logo here @jeffallenUT
  10. 10. Toronto | June 11–13, 2012 | #sesto First crack at a mobile optimized site First mobile site performed 3x worse than desktop! Your logo here @jeffallenUT
  11. 11. Toronto | June 11–13, 2012 | #sesto For this client, mobile experience meant direct Your logo here @jeffallenUT
  12. 12. Toronto | June 11–13, 2012 | #sesto For this client, mobile experience meant direct Results of new mobile site • 10% immediate jump in CR • 373% long-term increase in CR • Justified a 3x increase in investment in mobile Your logo here @jeffallenUT
  13. 13. Toronto | June 11–13, 2012 | #sesto Mobile investment has paid off • After 7 months of testing and iterating mobile • 18% of all leads come from mobile devices • 33% higher conversion rate than desktop • Near identical CPL as desktop Your logo here @jeffallenUT
  14. 14. Toronto | June 11–13, 2012 | #sesto Segment by audience
  15. 15. Toronto | June 11–13, 2012 | #sesto Sign in with Twitter of Connect with Facebook
  16. 16. Toronto | June 11–13, 2012 | #sesto Use location!
  17. 17. Toronto | June 11–13, 2012 | #sesto Engage via text • Instead of call us or fill out contact form, “text with representative right now!” Your logo here @jeffallenUT
  18. 18. Toronto | June 11–13, 2012 | #sesto Thank you! More mobile resources are available at www.PPCHero.com Jeff Allen Account Director Hanapin Marketing jeff.allen@hanapinmarketing.com Your logo here

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