PPC Advertising on Mobile: Why is it a big deal?

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2010 has irrefutably proven itself as the breakout year for mobile search marketing. The landscape is shifting as well, as market share for Google mobile PPC activity overtakes Bing and sets its sights on the once great but now dwindling Yahoo Search. The PPC marketer needs to be aware of the opportunities, considerations and pitfalls of advertising on this channel.

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PPC Advertising on Mobile: Why is it a big deal?

  1. 1. PPC Advertising on Mobile<br />Duncan Fisher<br />
  2. 2. 85% new handsets access mobile internet<br />30% UK subscribers have a smart phone<br />12% of UK Shoppers research on mobile<br />10% of all bets made through mobile<br />
  3. 3.
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  5. 5.
  6. 6.
  7. 7. 110K searches on “bet” in April<br />
  8. 8. 91K searches on “bingo” in April<br />91K searches on “bingo” in April<br />
  9. 9. Keyword behaviourfor last 4 years<br />
  10. 10. CPC patterns by device for last 4 years<br />
  11. 11. Mobile PPC – Key Considerations<br />
  12. 12. Improve Customer Engagement<br />
  13. 13. Adformats on Mobile<br />Click to Call<br /><ul><li>Ability to easily connect with prospective customers
  14. 14. Location specific business numbers</li></ul>Location extensions<br /><ul><li>Show business location alongside PPC advert</li></li></ul><li>Gaming adformats in action<br />
  15. 15. Campaign Best Practice<br />Separate activity<br /><ul><li>Build separate account
  16. 16. Target devices separately
  17. 17. 1 to 3 keyword search terms
  18. 18. Mobile specific ad copy
  19. 19. Utilise ad formats
  20. 20. Aggressive bidding strategy
  21. 21. Mobile landing pages</li></li></ul><li>Understand User Behaviour<br />
  22. 22. Typical Search Patterns<br />
  23. 23. Track & Analyse<br />
  24. 24. What’s Next?<br /><ul><li>Continued rise in search volumes
  25. 25. More tools / reports to analyse mobile data (call metrics in US)
  26. 26. Improved targeting options
  27. 27. Target all tablets with full browsers
  28. 28. Mobile carrier insertion
  29. 29. Admob integration into Adwords?</li></li></ul><li>Thank You!<br />

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