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Mobile PPC: Not Just a Sidekick

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Why you should be doing mobile PPC, how to do it, and how not to screw it up.

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Mobile PPC: Not Just a Sidekick

  1. 1. @robert_brady #HeroConfMobile PPC: Not Just a Sidekick Why you should be doing mobile PPC, how to do it, and how not to screw it up. contact: robert@trafficado.com
  2. 2. @robert_brady #HeroConf• About Me – Managing PPC accounts since 2005 – Google AdWords Certified Partner – Microsoft Accredited Professional – Director of PPC & Conversion at Trafficado
  3. 3. @robert_brady #HeroConfHow PPC-ers see themselves
  4. 4. @robert_brady #HeroConfWe’ve come a long way…
  5. 5. @robert_brady #HeroConf…and so have our vehicles.
  6. 6. @robert_brady #HeroConfWhere mobile PPC is now.
  7. 7. @robert_brady #HeroConfHow Much Volume DoesMobile PPC Really Have?
  8. 8. @robert_brady #HeroConf Case Study• Client – Visitors’ bureau for large US city• Question – Is there search volume on mobile devices we aren’t capturing?• Goal – Increase traffic (Google Grants account)• Constraint – $1.00 maximum CPC bid
  9. 9. @robert_brady #HeroConf Case Study• Strategy – Find ad groups with avg. CPC under $1.00 in campaigns targeting desktops & tablets – Clone ad groups into a new campaign targeting only mobile devices – Emphasize free visitor’s guide (available as PDF, app or online) in ad copy
  10. 10. @robert_brady #HeroConf Case Study Desktop & Tablet Mobile % Difference Clicks 6,501 1,068 +16.4%Impressions 280,844 74,830 +26.6% CTR 2.31% 1.43% -38.1% Avg. CPC $0.72 $0.66 -8.3%Avg. position 3.03 1.55 +49%
  11. 11. @robert_brady #HeroConf• Action Items – Find top performing campaigns/ad groups – Clone & target to mobile search only• What differences should you consider?
  12. 12. @robert_brady #HeroConfWhat’s Different About Mobile PPC?
  13. 13. @robert_brady #HeroConf• More mobile search on holidays
  14. 14. @robert_brady #HeroConf• New Years terms – Slow buildup, peaks Dec. 31, immediate drop-off• Valentine’s Day terms – Slow buildup, peaks Feb. 14, immediate drop-off
  15. 15. @robert_brady #HeroConf• More mobile search on holidays• More mobile search on weekends
  16. 16. Desktop – Day of Week Mobile – Day of Week LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
  17. 17. @robert_brady #HeroConf• More mobile search on holidays• More mobile search on weekends• More mobile search in the evening
  18. 18. Desktop – Time of Day Mobile – Time of Day LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
  19. 19. @robert_brady #HeroConf• More mobile search on holidays• More mobile search on weekends• More mobile search in the evening• Less ad real estate
  20. 20. @robert_brady #HeroConf“Above the fold” Bottom of the page
  21. 21. @robert_brady #HeroConf• Action Items – Create ad groups for holidays/events – Target off-peak times (ie evenings & weekends) – Target avg. position 1-2 to ensure visibility – Extended headlines are rare on mobile• How should your ad copy change?
  22. 22. @robert_brady #HeroConfDo Mobile Users Respond Differently to Ad Copy?
  23. 23. @robert_brady #HeroConf Restaurant Ad Copy• Version A • Keywords – [city] restaurant – [city] restaurants• Version B • No specific restaurant names• Your vote?
  24. 24. @robert_brady #HeroConf Restaurant Ad Copy Mobile CTR Desktop CTRVersion A 1.27% 0.73%Version B 1.22% 0.28%Winner Inconclusive Version A
  25. 25. @robert_brady #HeroConf Museum Ad Copy• Version A • Keywords – [city] museum – [city] museums• Version B • No specific museum names• Your vote?
  26. 26. @robert_brady #HeroConf Museum Ad Copy Mobile CTR Desktop CTRVersion A 5.35% 5.99%Version B 4.62% 8.85%Winner Version A Version B
  27. 27. @robert_brady #HeroConf• Action Items – Your best desktop ads may be crappy mobile ads – Give them what they want. Right now! – Bigger may be better on desktop (“150+ local restaurants”), but smaller is better for mobile (screen sizes, time & attention) – “Free” still resonates
  28. 28. @robert_brady #HeroConf• Takeaways – Mobile could get you 16% more clicks – Traditionally “poor” PPC time slots (weekends, evenings & holidays) represent big opportunities – Your best ad copy may fail miserably on mobile – Mobile PPC won’t be the sidekick for long
  29. 29. @robert_brady #HeroConfThe Future of Mobile PPC
  30. 30. @robert_brady #HeroConf Thank YouEmail: robert@trafficado.comLinkedIn: www.linkedin.com/in/robertallenbradyTwitter: @robert_bradyBlog: www.righteousmarketing.com

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