Maximizing Mobile PPC
•Download as PPTX, PDF•
4 likes•2,457 views
Presentation form #HeroConf 2015 - How to maximize mobile performance across digital channels including search, social and app marketing.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
Similar to Maximizing Mobile PPC
Similar to Maximizing Mobile PPC (20)
More from Aaron Levy
More from Aaron Levy (11)
Recently uploaded
Recently uploaded (20)
Maximizing Mobile PPC
- 1. ELITESEM.COM CONFIDENTIAL aaron levy | @bigalittlea account executive | elite sem MAXIMIZE MOBILE MONEY
- 2. ELITESEM.COM CONFIDENTIAL HI! I’M AARON Reach me on twitter @bigalittlea Or you can email me aaron@elitesem.com
- 4. ELITESEM.COM CONFIDENTIAL I FLEW FARTHER THAN YOU TO GET HERE
- 6. ELITESEM.COM CONFIDENTIAL I’M GONNA TALK ABOUT Mobile Behavior • I got lotsa data! Valuing mobile & attribution Why we suck at mobile copy Hey, it’s still a phone Social media poor people & children I have 60 more slides. I’m gonna talk fast.
- 13. ELITESEM.COM CONFIDENTIAL ARE MOBILE USERS DIFFERENT?
- 14. ELITESEM.COM CONFIDENTIAL THE DATA FIVE CLIENTS, TWO YEARS 2 B2B, 3 B2C LOTS OF DATA 355m imps, 70m clicks, $$$$$ BLEND OF SEARCH & SHOPPING We’ll get into social later TABLETS = COMPUTERS I know, I know.
- 15. ELITESEM.COM CONFIDENTIAL MOBILE THRIVES IN BOREDOM HOURS Usage starts earlier, stays later, dies in the middle. Mobile Computers
- 16. ELITESEM.COM CONFIDENTIAL VOLUME ON WEEKEND? Mobile peaks, computers fade. Computer Mobile
- 18. ELITESEM.COM CONFIDENTIAL CONVERSION RATE BY HOUR Computers fluctuate, mobile stays flat. 0% 1% 2% 3% 4% 5% 6% 7% 8% Computer Mobile
- 19. ELITESEM.COM CONFIDENTIAL CONVERSION RATE Computers drop through the week. Mobile increases. 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% Computer Mobile
- 20. ELITESEM.COM CONFIDENTIAL MOBILE ATTRIBUTES INVADE personal time IMPULSIVE decision makers
- 22. ELITESEM.COM CONFIDENTIAL SHORTER QUERIES FOR MOBILE? Nope! Desktop & mobile share volume patterns 1 2 3 4 5 6 7 8 9 10+ Computers Mobile
- 23. ELITESEM.COM CONFIDENTIAL LOCALIZED, QUESTION QUERIES What’s the best beer bar in Portland? Does Hilton offer AAA discounts? Local Men’s clothing store Portland
- 24. ELITESEM.COM CONFIDENTIAL LOCALIZED, QUESTION QUERIES What’s the best beer bar in Portland? Does Hilton offer AAA discounts? Local Men’s clothing store Portland WHERE THE F@%$ IS MY LUGGAGE?
- 25. ELITESEM.COM CONFIDENTIAL DOES QUERY LENGTH AFFECT CVR? Meh. Not really. 1 2 3 4 5 6 7 8 9 10+ Computers Mobile
- 26. ELITESEM.COM CONFIDENTIAL MOBILE ATTRIBUTES INVADE personal time IMPULSIVE decision makers IDENTICAL query format, different query intent
- 29. ELITESEM.COM CONFIDENTIAL MOBILE ATTRIBUTES INVADE personal time IMPULSIVE decision makers IDENTICAL query format EASY to capture. If you try.
- 31. ELITESEM.COM CONFIDENTIAL STOP UNDER VALUING WOULDN’T IT BE NICE IF WE COULD MEASURE ACROSS DEVICES?? Oh, wait. That’s right…
- 38. ELITESEM.COM CONFIDENTIAL STOP UNDER VALUING Mobile is undervalued by ~15% Bid accordingly. And aggressively.
- 40. ELITESEM.COM CONFIDENTIAL COPY & EXTENSIONS Long headlines?
- 41. ELITESEM.COM CONFIDENTIAL COPY & EXTENSIONS Long headlines? Smooshed.
- 42. ELITESEM.COM CONFIDENTIAL COPY & EXTENSIONS Review extensions? Slashed.
- 43. ELITESEM.COM CONFIDENTIAL COPY & EXTENSIONS Sitelinks? What sitelinks?
- 44. ELITESEM.COM CONFIDENTIAL RIGHT SIZE COPY FOR THE JOB
- 45. ELITESEM.COM CONFIDENTIAL COPY & EXTENSIONS Keep it brief, bro. ~15 character headline ~15 characters per sitelink ~25 characters per description line
- 46. ELITESEM.COM CONFIDENTIAL TRUNCATED COPY HELPS. A LOT. CTR FLAT CPC -23% CVR +53% ROAS +110%
- 49. ELITESEM.COM CONFIDENTIAL THERE IS NO “OTHER” IN MOBLE
- 54. ELITESEM.COM CONFIDENTIAL FAT PAGE, LITTLE SCREEN
- 55. ELITESEM.COM CONFIDENTIAL LANDING PAGES Nobody’s gonna read this on the run
- 57. ELITESEM.COM CONFIDENTIAL CALL ONLY CAMPAIGNS You tell me what’s more engaging.
- 59. ELITESEM.COM CONFIDENTIAL BUT WE DON’T HAVE MOBILE LP’S Seriously??? You can’t do this?
- 61. ELITESEM.COM CONFIDENTIAL FACEBOOK IN Q1 2015 87% of users are mobile 40% of users are only mobile 73% of ad revenue is mobile 0% 20% 40% 60% 80% 100% Mobile Users Mobile Ad Revenue Mobile Users ONLY Source: Facebook Earnings Report
- 62. ELITESEM.COM CONFIDENTIAL NO OLD PEOPLE IN MY AUDIENCE
- 63. ELITESEM.COM CONFIDENTIAL NO KIDS EITHER
- 64. ELITESEM.COM CONFIDENTIAL UNSEGMENTED FACEBOOK CAMPAIGNS? …eesh Device IMPS CTR CPA CVR Mobile 2,978,558 3.2% $6.61 3.5% Computers 88,594 3.1% $3.29 5.2% Mobile Is: 97% of total 5% higher 101% higher 34% lower Source: I swear this definitely wasn’t one of my clients.
- 65. ELITESEM.COM CONFIDENTIAL CLONING KILLS Can users see your image? Can they read your ad?
- 66. ELITESEM.COM CONFIDENTIAL RAPID FIRE BONUS TIPS DEVICE SEGMENTATION REPORTS Who spends more? Less? RETARGETING DOES GREAT …but cut out apps. IF YOU HAVE AN APP A download can be worth a half a million brake pads
- 67. ELITESEM.COM CONFIDENTIAL TREAT MOBILE DIFFERENTLY. @bigalittlea aaron@elitesem.com slideshare.net/bigalittlea
Editor's Notes
- This is an example of a slide with an image. Do not move the divider line left or right — you may move it up or down, or adjust its length. Likewise, the left text box and right image box may move up or down and expand up or down as necessary. When displaying logos (whether our own or others) place them on a white background, like so. This is very tedious but critical to keeping everybody’s slides consistent and modular (meaning we can all collaborate and mix and match slides without spending a ton of time reformatting). MAIN HEADLINE: 48pt Roboto Condensed Bold, all caps – line spacing 0.8, paragraph spacing 0pt Secondary Headline: 30pt Roboto Bold – line spacing 0.9, paragraph spacing 6pt Body text: 20pt Roboto Regular – line spacing 1.0, paragraph spacing 6pt Note the rounded corners on our white box. You can adjust the radius of the corners: select the box and drag the yellow diamond handle. Powerpoint is very imprecise with these kinds of things, so you’ll have to eyeball it or copy/paste the example above. If you create a new shape you’ll notice that the default rounded corner radius is cartoonishly large, so you’ll want to refine that.
- https://www.flickr.com/photos/yourdon/12868755864
- Auctioneer
- https://www.flickr.com/photos/erik-n/
- https://www.flickr.com/photos/lebatihem/
- This is an example of a slide with an image. Do not move the divider line left or right — you may move it up or down, or adjust its length. Likewise, the left text box and right image box may move up or down and expand up or down as necessary. When displaying logos (whether our own or others) place them on a white background, like so. This is very tedious but critical to keeping everybody’s slides consistent and modular (meaning we can all collaborate and mix and match slides without spending a ton of time reformatting). MAIN HEADLINE: 48pt Roboto Condensed Bold, all caps – line spacing 0.8, paragraph spacing 0pt Secondary Headline: 30pt Roboto Bold – line spacing 0.9, paragraph spacing 6pt Body text: 20pt Roboto Regular – line spacing 1.0, paragraph spacing 6pt Note the rounded corners on our white box. You can adjust the radius of the corners: select the box and drag the yellow diamond handle. Powerpoint is very imprecise with these kinds of things, so you’ll have to eyeball it or copy/paste the example above. If you create a new shape you’ll notice that the default rounded corner radius is cartoonishly large, so you’ll want to refine that.
- This is an example of a slide with an image. Do not move the divider line left or right — you may move it up or down, or adjust its length. Likewise, the left text box and right image box may move up or down and expand up or down as necessary. When displaying logos (whether our own or others) place them on a white background, like so. This is very tedious but critical to keeping everybody’s slides consistent and modular (meaning we can all collaborate and mix and match slides without spending a ton of time reformatting). MAIN HEADLINE: 48pt Roboto Condensed Bold, all caps – line spacing 0.8, paragraph spacing 0pt Secondary Headline: 30pt Roboto Bold – line spacing 0.9, paragraph spacing 6pt Body text: 20pt Roboto Regular – line spacing 1.0, paragraph spacing 6pt Note the rounded corners on our white box. You can adjust the radius of the corners: select the box and drag the yellow diamond handle. Powerpoint is very imprecise with these kinds of things, so you’ll have to eyeball it or copy/paste the example above. If you create a new shape you’ll notice that the default rounded corner radius is cartoonishly large, so you’ll want to refine that.
- This is an example of a slide with an image. Do not move the divider line left or right — you may move it up or down, or adjust its length. Likewise, the left text box and right image box may move up or down and expand up or down as necessary. When displaying logos (whether our own or others) place them on a white background, like so. This is very tedious but critical to keeping everybody’s slides consistent and modular (meaning we can all collaborate and mix and match slides without spending a ton of time reformatting). MAIN HEADLINE: 48pt Roboto Condensed Bold, all caps – line spacing 0.8, paragraph spacing 0pt Secondary Headline: 30pt Roboto Bold – line spacing 0.9, paragraph spacing 6pt Body text: 20pt Roboto Regular – line spacing 1.0, paragraph spacing 6pt Note the rounded corners on our white box. You can adjust the radius of the corners: select the box and drag the yellow diamond handle. Powerpoint is very imprecise with these kinds of things, so you’ll have to eyeball it or copy/paste the example above. If you create a new shape you’ll notice that the default rounded corner radius is cartoonishly large, so you’ll want to refine that.
- This is an example of a slide with an image. Do not move the divider line left or right — you may move it up or down, or adjust its length. Likewise, the left text box and right image box may move up or down and expand up or down as necessary. When displaying logos (whether our own or others) place them on a white background, like so. This is very tedious but critical to keeping everybody’s slides consistent and modular (meaning we can all collaborate and mix and match slides without spending a ton of time reformatting). MAIN HEADLINE: 48pt Roboto Condensed Bold, all caps – line spacing 0.8, paragraph spacing 0pt Secondary Headline: 30pt Roboto Bold – line spacing 0.9, paragraph spacing 6pt Body text: 20pt Roboto Regular – line spacing 1.0, paragraph spacing 6pt Note the rounded corners on our white box. You can adjust the radius of the corners: select the box and drag the yellow diamond handle. Powerpoint is very imprecise with these kinds of things, so you’ll have to eyeball it or copy/paste the example above. If you create a new shape you’ll notice that the default rounded corner radius is cartoonishly large, so you’ll want to refine that.
- This is an example of a text-only slide. Do not move the divider line left or right — you may move it up or down, or adjust its length. Likewise, text boxes may move up or down and expand up or down as necessary. The style rules for the text on the right side here are much looser than for the left. Depending on the context, or amount of text, you may need to adjust sizing. The essential hierarchy, however, should resemble the above example.
- ROLLING STONE ATTRIBUTION