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Receptional Harvesting Mobile Traffic Share

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A brief overview of best practice for paid for mobile campaigns

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Receptional Harvesting Mobile Traffic Share

  1. 1. HARVESTING MOBILE TRAFFICIMAGE LINK
  2. 2. MARC RIGBY mrigby@receptional.com 01525 715520
  3. 3. Results focussed Breadth of in house specialismsSearch engine accreditations Consultative approach Established in 1999 Longevity of client relationships
  4. 4. SOME OF OUR ‘MOBILE’ CLIENTS…
  5. 5. NO MOBILE STRATEGY?
  6. 6. 1. ASSESS CURRENT PERFORMANCE/POTENTIAL• What % of existing traffic is coming from mobile devices?• How does this compare with previous years?• How does this compare with your vertical?• How do mobile visitors differ in their onsite behavior?• What is the search potential for your vertical?
  7. 7. CURRENT PERFORMANCE & FUTURE POTENTIAL Keywords: Research your mobile audience 1. Search Phrases 2. Competition 3. SeasonalityAnalytics: Assess current mobile performance1. Visitor Numbers2. Mobile Devices3. Visitor Behaviour4. Visitor Engagement5. Mobile Market Share
  8. 8. 2. OPTIMISED MOBILE LANDING PAGES 1. Optimal width so all content is visible 2. Usable calls to action: ‘Click to call’ 3. Fewer/smaller images for faster page load timesWithout Optimisation 4. Optimal text sizing• Content not visible• No clear calls to action 5. Device specific,• Slow page loading optimised navigation for touchscreen devices
  9. 9. 3. DEDICATED CAMPAIGNS
  10. 10. BEST PRACTICEThere are only 5advertising spotson Google MobileSearch ResultsPage, with onlytwo results abovethe Organiclistings, and threebelow.
  11. 11. BEST PRACTICE1. Create Separate Mobile Campaigns.
  12. 12. MOBILE VALUE!
  13. 13. BEST PRACTICE2. Keyword Selection – Different from Standard Search!
  14. 14. BEST PRACTICE3. Creating Tailored, Mobile-Friendly Ad Messaging.
  15. 15. BEST PRACTICE4. Use Functionality in Ad Messaging Where Relevant!
  16. 16. BEST PRACTICE4. Use ‘Click-to-Call’ Numbers in Ad Messaging Where Relevant!
  17. 17. 4. REPORT, TEST AND RETEST!
  18. 18. REPORT, TEST AND RETEST! WHERE SHOULD THE BUTTONS GO??Source: Google
  19. 19. REPORTING & ANALYSIS
  20. 20. REPORTING & ANALYSIS• Profitability!• Be SMART Mobile Targets CTR CPC Clicks Sales Conversion Rate CPA Revenue ROI Short (1-3 months) 3% £0.21 7143 93 1.30% £16.15 £4,030.00 168%Medium (4-7 months) 5% £0.19 7895 118 1.50% £12.67 £5,139.47 242%Long (8 -12 months) 7% £0.17 8824 176 2.00% £8.50 £7,658.82 410%
  21. 21. SUMMARY• Understand current performance….and potential• Optimise! – By device – Landing page – Content – Usability• Report, test, retest

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