Presentation at LISTEX Summer Session 2016 by Iain Martin from Skipedia (www.skipedia.co.uk)

1. Adwords for Mobile
twitter.com/skipedia

2. “I never leave home without it…”

3. Mobile has overtaken desktop

4. Mobile data is growing very fast

5. • Target users by ‘intent’
• Lower Cost/Conversion than ‘interruptive’
• You cannot rely on organic traffic…
Why use Adwords for Mobile?

6. Organic results ‘below the fold’

7. Mobile Organic results even lower

8. Fewer organic clicks on mobile
• 7.4% of clicks were below the 4th organic listing v.
16% on a desktop
• 22% fewer clicks went to the no.1 organic listing on a
mobile v. desktop
• 19.2% of page clicks went to the top two sponsored
text ads v. 14.5% on a desktop
Source: moz.com (https://goo.gl/ev7mGu)

9. Mobile organic search slowing

10. So, you need Adwords for Mobile…

11. …but how do you get the most out of it?

12. Desktop does not equal mobile

13. A mobile click is different
Source: Google (https://goo.gl/gf3Idb)

14. Mobile Conversion Rates are lower
Source: Smart Insights (http://goo.gl/a4jdII)

15. So you need to do things differently…

16. Tip: Optimise your site for mobile

17. Tip: Change your Conversion Window
Tools -> Conversions -> Conversion Window

18. Tip: Set bid adjustment for mobile
Settings -> Devices -> Bid Adjustment

19. Tip: Set bid adjustment for mobile

20. Tip: Use Ad Extensions

21. Tip: Use Ad Extensions
Ad Extensions -> Sitelinks extensions

22. Sitelinks Extensions

23. Callout Extensions

24. Structured Snippet Extensions

25. Call Extensions

26. Advantages of Call Extensions
• Call extensions can increase click-through rates 6-8%
• Makes it easier for users to call
• You can count calls within Conversions
• You can set numbers to appear only when your
business can take calls

27. Tip: Tailor your Ads to mobile

28. Tip: Tailor your Ads to mobile

29. Tip: Use Mobile-sized Display Ads

30. Adwords for Mobile
• Optimise for mobile
• Change your Conversion Window
• Set Bid Adjustments for mobile
• Use Sitelinks Extensions
• Use Site Snippet Extensions
• Use Callout Extensions
• Use Call Extensions
• Tailor your Ads for mobile
• Use Mobile-sized Display Ads

31. twitter.com/skipedia
‘Adwords for Mobile’
Presented by Iain Martin
Skipedia Travel Marketing
May 2016