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Do You Have a Mobile PPC
Advertising Strategy Yet?

           Lisa	
  Raehsler
                          	
  
SEM	
  Strategy	
  Consultant,	
  Big	
  Click	
  Co.
                                                    	
  
             @LisaRocksSEM	
  
                           	
  
Agenda

•    Sta;s;cs	
  on	
  Mobile	
  Landscape	
  
•    How	
  Mobile	
  Search	
  is	
  Different	
  
•    Set-­‐Up	
  Basics	
  for	
  Mobile	
  Campaigns	
  
•    Mobile	
  Adver;sing	
  Op;ons	
  in	
  Adwords	
  
•    Ad	
  Formats	
  
•    Targe;ng	
  Op;ons	
  
•    Mobile	
  Landing	
  Pages	
  
•    Mobile	
  Analy;cs	
  
•    Mobile	
  Ads	
  on	
  the	
  Horizon	
  
Mobile Is A Top Trend


•  The	
  rise	
  of	
  the	
  mobile	
  internet	
  is	
  the	
  trend	
  
   which	
  is	
  regarded	
  as	
  the	
  most	
  impacNul	
  on	
  
   search	
  marke;ng.	
  	
  
•  79%	
  of	
  companies	
  deem	
  it	
  as	
  significant:	
  +14%	
  
   since	
  2010.	
  



             State of Search Marketing Report 2011 eConsultancy/SEMPO
Statistics: Mobile Usage

•  85%	
  of	
  Americans	
  age	
  18+	
  have	
  a	
  mobile	
  
   phone,	
  including	
  68%	
  of	
  people	
  over	
  age	
  65.	
  	
  
•  By	
  2015,	
  there	
  will	
  be	
  more	
  than	
  7.1	
  billion	
  
   mobile	
  devices	
  in	
  use.	
  
•  Consumers	
  are	
  embracing	
  tablets	
  as	
  the	
  
   fourth	
  screen	
  hing	
  17%	
  in	
  the	
  US.	
  



             Sources: Pew Internet, “Generations and Their Gadgets,” February 2011; Google, “Mobile Internet &
             Smartphone Adoption”
Statistics: Mobile Search

•  Web	
  searches	
  performed	
  on	
  mobile	
  devices	
  
   has	
  grown	
  4x	
  since	
  2010.	
  
•  1	
  in	
  3	
  mobile	
  searches	
  have	
  local	
  intent.	
  	
  
•  30%	
  of	
  restaurant	
  searches	
  are	
  from	
  mobile	
  
   devices.	
  
•  44%	
  of	
  total	
  searches	
  for	
  last	
  minute	
  gi`s	
  and	
  
   store	
  locator	
  terms	
  were	
  from	
  mobile	
  devices	
  
   in	
  2011.	
  

             Google Data
Statistics: Mobile Advertising
                 Landscape
•  Mobile	
  display	
  ad	
  revenue	
  for	
  2011	
  totaled	
  
   $630	
  million.	
  
•  Mobile	
  search	
  ads	
  contribute	
  the	
  larger	
  chunk	
  
   of	
  the	
  mobile	
  adver;sing,	
  $1.5	
  billion.	
  
•  For	
  2012,	
  IDC	
  expects	
  the	
  U.S.	
  mobile	
  
   adver;sing	
  market	
  to	
  almost	
  double	
  to	
  $4.1	
  
   billion,	
  largely	
  because	
  of	
  web	
  searches.	
  	
  


            IDC Research
Statistics: Search Engines

Search	
  Share	
  
•  Yahoo/Bing	
  34%	
  mobile	
  search	
  
   reach.	
  
•  Google	
  dominates	
  mobile	
  
   search:	
  91%	
  share.	
  	
  
Adver4sing	
  Share	
  
•  Google’s	
  mobile	
  ad	
  revenues	
  
   are	
  projected	
  to	
  double	
  from	
  
   approx	
  $2.5	
  billion	
  in	
  2011	
  to	
  
   $5.8	
  billion	
  in	
  2012.	
  
Statistics: Consumer Mobile Behavior




      Google, “The Mobile Movement: Understanding Smartphone Users,” 2011
Statistics: Searchers Respond To Ads


 Out of those who say they respond to ads then….




       Google Data
Statistics: Mobile Users Multi-task

	
  
   Ac#vi#es	
  engaged	
  
   in	
  while	
  also	
  using	
  
   the	
  Internet	
  on	
  the	
  
         smart	
  phone     	
  




                Google, “The Mobile Movement: Understanding Smartphone Users,” 2011
Statistics: A Timely Example

  Nearly	
  60	
  percent	
  of	
  mobile	
  users	
  will	
  
“look	
  at	
  or	
  use	
  their	
  mobile	
  device	
  during	
  
               this	
  year’s	
  Super	
  Bowl.”   	
  




       Study by Harris Interative
Mobile Search: How It’s Different

•    Local	
  
•    Shorter	
  searches	
  
•    Mul;-­‐tasking	
  
•    Immediate	
  needs	
  
Mobile Campaigns: Set-Up Basics

•  Mobile	
  only	
  campaigns	
  
•  Exclude	
  mobile	
  from	
  the	
  other	
  
   campaigns	
  
•  keyword	
  list	
  with	
  shorter	
  terms	
  
•  Mobile	
  Landing	
  page	
  
Mobile Campaigns: Set-Up Basics
 Adwords
Mobile Campaigns: Set-Up Basics
Adwords mobile campaign settings (Campaign Setting tab)
Mobile Campaigns: Keyword
               Research
Adwords (keyword research tool)
Mobile Advertising Options: Adwords

Ad	
  Placements	
                    Ad	
  Formats	
  
•  Search	
  engine	
                 •  Text	
  
•  Mobile	
  Display	
  Network	
     •  Image	
  
•  Mobile	
  Apps	
                   •  Video	
  
•  YouTube	
  
Ad Formats: Sitelinks

•  Makes	
  site	
  naviga;on	
  
   easier	
  
•  Customize	
  sitelinks	
  for	
  
   mobile:	
  direc;ons,	
  
   store	
  locator,	
  local	
  
   messaging	
  with	
  geo-­‐
   targe;ng	
  
Ad Formats: Click-to-Call
•  Click-­‐to-­‐call	
  allows	
  users	
  to	
  click	
  
   on	
  phone	
  number	
  to	
  call	
  and	
  
   connect	
  with	
  adver;sers	
  directly.	
  
•  Google	
  says	
  more	
  than	
  500k	
  
   adver;sers	
  are	
  currently	
  using	
  
   click-­‐to-­‐call.	
  
•  They	
  are	
  seeing	
  over	
  10	
  million	
  
   calls	
  per	
  month.	
  
Ad Formats: Hyper Local
•    Enhances	
  the	
  loca;on	
  extensions	
  ad	
  
     format	
  with	
  a	
  blue	
  marker	
  with	
  the	
  
     distance	
  between	
  the	
  user	
  and	
  business.	
  	
  	
  
•    Creates	
  awareness	
  the	
  business	
  is	
  nearby	
  
     and	
  can	
  drive	
  more	
  traffic	
  to	
  the	
  store.	
  
•    Users	
  see	
  the	
  hyperlocal	
  ads	
  only	
  if	
  
     they’ve	
  opted	
  into	
  sharing	
  their	
  loca;on	
  
     on	
  Google.com.	
  	
  
•    Users	
  can	
  also	
  click	
  to	
  see	
  where	
  your	
  
     business	
  is	
  located	
  on	
  a	
  map	
  and	
  click-­‐to-­‐	
  
     call.	
  	
  
•    Hyperlocal	
  distance	
  informa;on	
  is	
  
     automa;cally	
  enabled	
  with	
  exis;ng	
  
     loca;on	
  extensions.	
  	
  
Ad Formats: Click to Download
•  This	
  ad	
  format	
  helps	
  consumers	
  
   right	
  when	
  they're	
  searching	
  for	
  
   informa;on	
  about	
  an	
  app.	
  
•  Links	
  them	
  directly	
  to	
  the	
  App	
  
   Store	
  or	
  Android	
  Marketplace	
  to	
  
   download.	
  	
  
•  Includes	
  app	
  icons	
  and	
  
   informa;on	
  about	
  the	
  app	
  in	
  
   their	
  ad	
  unit.	
  
Ad Formats: Search Ads in Mobile
                  Apps

•  Targets	
  searches	
  within	
  a	
  mobile	
  
   app	
  for	
  informa;on.	
  
•  Ie.	
  search	
  for	
  a	
  restaurant	
  nearby.	
  
Ad Formats: Display Ads
Banners on mobile content sites   Banners on YouTube
Ad Formats: Display Ads
Ad Formats: Display Ads

•  The	
  +1	
  bulon	
  
   rolled	
  out	
  on	
  
   display	
  ads	
  and	
  
   text	
  ads	
  on	
  
   mobile	
  last	
  Fall.	
  
Targeting Options
Adwords mobile campaign settings (Campaign Setting tab)
Targeting Options

•  In	
  Adwords	
  placements	
  
   tool	
  check	
  mobile	
  app	
  
   to	
  see	
  placements	
  
   based	
  on	
  keywords	
  
Mobile Landing Pages


      •  Since	
  August	
  2011,	
  Google	
  has	
  
         seen	
  more	
  than	
  50%	
  increase	
  in 	
  
         the	
  number	
  of	
  AdWords	
  
         adver;sers	
  with	
  mobile	
  
         op;mized	
  sites.	
  
Mobile Landing Pages


       •  Create	
  a	
  mobile	
  specific	
  
          website	
  and	
  landing	
  pages	
  
       •  Small	
  business	
  could	
  
          consider	
  using	
  Google’s	
  
          mobile	
  landing	
  page	
  builder	
  
Mobile Landing Pages: Best Practices

•    Landing	
  pages	
  for	
  mobile	
  need	
  to	
  be	
  mobile	
  friendly	
  is	
  	
  
•    Easy	
  to	
  view	
  and	
  navigate	
  for	
  users	
  on	
  mobile	
  devices	
  
•    Easy	
  for	
  mobile	
  users	
  to	
  sign	
  up,	
  purchase,	
  or	
  convert.	
  
•    Design	
  for	
  visibility	
  and	
  usability	
  
Mobile Landing Pages: Best Practices
•  Mobile	
  users	
  are	
  o`en	
  short	
  on	
  
   ;me	
  
•  Design	
  your	
  site	
  to	
  load	
  fast	
  and	
  
   make	
  text	
  easy	
  to	
  scan.	
  
•  S;ck	
  to	
  the	
  content	
  and	
  features	
  
   mobile	
  users	
  need	
  most.	
  
•  Include	
  bulleted	
  lists	
  for	
  easy	
  
   reading.	
  
•  Keep	
  images	
  small	
  for	
  faster	
  
   loading.	
  
Mobile Landing Pages: Best Practices
•    Make	
  it	
  Local	
  
•    One	
  of	
  the	
  top	
  uses	
  of	
  mobile	
  
     searches	
  is	
  consumers	
  look	
  for	
  local	
  
     informa;on	
  
•    Have	
  your	
  address	
  or	
  store	
  locator	
  on	
  
     the	
  landing	
  page.	
  
•    Include	
  maps	
  and	
  direc;ons.	
  	
  
•    Allow	
  users	
  to	
  check	
  stock	
  at	
  nearby	
  
     stores.	
  
Mobile Landing Pages: Best Practices
•  Be	
  Thumb-­‐Friendly	
  
•  Use	
  larger	
  bulons	
  that	
  are	
  easy	
  
   to	
  press	
  on	
  touch	
  screens.	
  
•  Design	
  your	
  page	
  so	
  even	
  large	
  
   hands	
  can	
  easily	
  interact	
  with	
  it.	
  
•  Allow	
  room	
  between	
  bulons	
  to	
  
   reduce	
  accidental	
  clicks.	
  
•  Pad	
  smaller	
  bulons	
  to	
  increase	
  
   the	
  clickable	
  area.	
  
•  Pad	
  check	
  boxes	
  by	
  making	
  the	
  
   text	
  clickable.	
  
Mobile Landing Pages: Best Practices
•  Keep	
  your	
  page	
  layout	
  simple	
  for	
  
   best	
  visibility.	
  
•  Create	
  contrast	
  between	
  
   background	
  and	
  text.	
  
•  Content	
  should	
  fit	
  onscreen	
  and	
  
   can	
  be	
  read	
  without	
  pinching	
  and	
  
   zooming.	
  
•  Allow	
  scrolling	
  in	
  one	
  direc;on	
  
   only.	
  
•  Use	
  plenty	
  of	
  nega;ve	
  space.	
  Use	
  
   size	
  and	
  color	
  to	
  indicate	
  link/
   bulon	
  priority.	
  
Mobile Landing Pages: Best Practices
•    Consider	
  accessibility	
  across	
  all	
  
     mobile	
  devices	
  and	
  all	
  handset	
  
     orienta;ons.	
  
•    Avoid	
  Flash	
  since	
  it	
  does	
  not	
  work	
  on	
  
     all	
  devices.	
  
•    Use	
  HTML5	
  for	
  interac;vity	
  and	
  
     anima;on.	
  
•    Adapt	
  your	
  site	
  for	
  both	
  ver;cal	
  and	
  
     horizontal	
  orienta;ons.	
  
•    Keep	
  users	
  in	
  the	
  same	
  place	
  when	
  
     they	
  change	
  orienta;on.	
  
                                                                  Grrrr,	
  I	
  
                                                                 can’t	
  see	
  
                                                                their	
  site!	
  
Mobile Landing Pages: Best Practices
•    Use	
  Mobile	
  Site	
  Redirects	
  
•    A	
  mobile	
  site	
  redirect	
  is	
  code	
  that	
  can	
  
     detect	
  mobile	
  users	
  and	
  send	
  them	
  
     to	
  the	
  mobile-­‐friendly	
  version	
  of	
  your	
  
     site.	
  
•    Give	
  users	
  a	
  choice	
  to	
  go	
  back	
  to	
  the	
  
     desktop	
  site,	
  but	
  make	
  it	
  easy	
  to	
  
     return	
  to	
  the	
  mobile	
  site.	
  
•    Let	
  users	
  choose	
  which	
  version	
  they	
  
     prefer	
  to	
  see	
  for	
  later	
  visits.	
  
Mobile Landing Pages: Conversion
                 Tips
•  Make	
  it	
  easy	
  to	
  buy	
  something	
  or	
  contact	
  
   you.	
  
•  Focus	
  on	
  informa;on	
  that	
  will	
  aid	
  
   conversion	
  (i.e.,	
  product	
  details).	
  
•  Reduce	
  the	
  number	
  of	
  steps	
  needed	
  to	
  
   complete	
  a	
  transac;on.	
  
•  Keep	
  forms	
  short	
  with	
  the	
  fewest	
  number	
  
   of	
  fields.	
  
•  Use	
  check	
  boxes,	
  lists	
  and	
  scroll	
  menus	
  to	
  
   make	
  data	
  entry	
  easier.	
  
•  Use	
  Click-­‐To-­‐Call	
  func;onality	
  for	
  all	
  
   phone	
  numbers.	
  
Mobile Analytics: Google Analytics
Mobile Analytics: Google Analytics
Mobile Analytics: Adwords
Mobile Ads: On The Horizon

Mobile	
  App	
  Extensions	
  	
  
•  This	
  new,	
  beta	
  ad	
  unit	
  directs	
  users	
  to	
  a	
  page	
  
   within	
  a	
  mobile	
  app	
  already	
  installed	
  on	
  their	
  
   phone.	
  	
  
•  For	
  example,	
  if	
  someone	
  searches	
  for	
  
   products	
  on	
  a	
  mobile	
  device,	
  they	
  might	
  see	
  
   an	
  ad	
  that	
  takes	
  them	
  directly	
  into	
  a	
  cool	
  
   shopping	
  app	
  they’ve	
  installed	
  on	
  their	
  phone.	
  
Mobile Ads: On The Horizon

Mobile	
  Offer	
  Ads	
  	
  
•  Ads	
  with	
  Offers	
  let	
  adver;sers	
  
   include	
  special	
  deals	
  in	
  their	
  mobile	
  
   search	
  ads.	
  	
  
•  Adver;se	
  in-­‐store	
  promo;ons	
  	
  
•  Users	
  can	
  email	
  or	
  SMS	
  your	
  offer	
  for	
  
   future	
  in-­‐store	
  redemp;on.	
  	
  
•  Ads	
  also	
  display	
  phone	
  number	
  or	
  
   business	
  loca;on	
  on	
  a	
  Google	
  Map	
  
   for	
  Mobile	
  
•  Ads	
  with	
  Offers	
  show	
  on	
  
   Google.com.	
  	
  
Mobile Ads: On The Horizon

Circulars	
  
•  Google	
  began	
  tes;ng	
  this	
  new	
  ad	
  format	
  
   with	
  Best	
  Buy	
  and	
  Macy’s	
  earlier	
  last	
  fall	
  
•  When	
  someone	
  clicks	
  on	
  a	
  search	
  or	
  
   display	
  ad	
  (on	
  desktop,	
  mobile	
  or	
  tablet	
  
   devices),	
  	
  
•  See	
  ads	
  with	
  photos	
  of	
  relevant	
  products	
  
   and	
  special	
  offers.	
  	
  
•  Users	
  can	
  email	
  that	
  circular	
  to	
  their	
  
   mobile	
  phones,	
  and	
  later	
  walk	
  into	
  their	
  
   local	
  store,	
  flash	
  their	
  phone	
  and	
  redeem	
  
   the	
  offers.	
  
Mobile Ads: On The Horizon
Google	
  +1	
  
•  As	
  developers	
  can	
  incorporate	
  +1	
  ads	
  into	
  their	
  
   mobile	
  applica;ons,	
  consider	
  how	
  this	
  will	
  impact	
  
   your	
  adver;sing	
  	
  
Summary of Key Takeaways
•  Mobile	
  will	
  con;nue	
  to	
  grow	
  
•  Understand	
  mobile	
  user	
  behavior	
  
•  Extend	
  your	
  online	
  adver;sing	
  to	
  mobile	
  
•  U;lize	
  the	
  current	
  knowledge	
  and	
  sengs	
  
   from	
  Adwords	
  (i.e	
  ad	
  extensions)	
  
•  Consider	
  the	
  device	
  and	
  how	
  it	
  will	
  be	
  
   used	
  to	
  search	
  for	
  you	
  
•  Create	
  mobile	
  website	
  experience	
  
About Me

• Founder	
  and	
  SEM	
  Strategist,	
  Big	
  Click	
  Co.	
  
• Pay-­‐per-­‐click	
  management,	
  specializing	
  in	
  
   – Ecommerce	
  	
  
   – Retarge;ng	
  

• Managed	
  dozens	
  of	
  PPC	
  accounts	
  at	
  agencies	
  and	
  client	
  side	
  
• Columnist,	
  ClickZ	
  hlp://j.mp/pOxChd	
  

                           Contact	
  me:	
  
                           lisa@bigclickco.com	
  
                           612-­‐424-­‐1SEM	
  

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Mobile PPC Strategy Lisa Raehsler 2012

  • 1. Do You Have a Mobile PPC Advertising Strategy Yet? Lisa  Raehsler   SEM  Strategy  Consultant,  Big  Click  Co.   @LisaRocksSEM    
  • 2. Agenda •  Sta;s;cs  on  Mobile  Landscape   •  How  Mobile  Search  is  Different   •  Set-­‐Up  Basics  for  Mobile  Campaigns   •  Mobile  Adver;sing  Op;ons  in  Adwords   •  Ad  Formats   •  Targe;ng  Op;ons   •  Mobile  Landing  Pages   •  Mobile  Analy;cs   •  Mobile  Ads  on  the  Horizon  
  • 3. Mobile Is A Top Trend •  The  rise  of  the  mobile  internet  is  the  trend   which  is  regarded  as  the  most  impacNul  on   search  marke;ng.     •  79%  of  companies  deem  it  as  significant:  +14%   since  2010.   State of Search Marketing Report 2011 eConsultancy/SEMPO
  • 4. Statistics: Mobile Usage •  85%  of  Americans  age  18+  have  a  mobile   phone,  including  68%  of  people  over  age  65.     •  By  2015,  there  will  be  more  than  7.1  billion   mobile  devices  in  use.   •  Consumers  are  embracing  tablets  as  the   fourth  screen  hing  17%  in  the  US.   Sources: Pew Internet, “Generations and Their Gadgets,” February 2011; Google, “Mobile Internet & Smartphone Adoption”
  • 5. Statistics: Mobile Search •  Web  searches  performed  on  mobile  devices   has  grown  4x  since  2010.   •  1  in  3  mobile  searches  have  local  intent.     •  30%  of  restaurant  searches  are  from  mobile   devices.   •  44%  of  total  searches  for  last  minute  gi`s  and   store  locator  terms  were  from  mobile  devices   in  2011.   Google Data
  • 6. Statistics: Mobile Advertising Landscape •  Mobile  display  ad  revenue  for  2011  totaled   $630  million.   •  Mobile  search  ads  contribute  the  larger  chunk   of  the  mobile  adver;sing,  $1.5  billion.   •  For  2012,  IDC  expects  the  U.S.  mobile   adver;sing  market  to  almost  double  to  $4.1   billion,  largely  because  of  web  searches.     IDC Research
  • 7. Statistics: Search Engines Search  Share   •  Yahoo/Bing  34%  mobile  search   reach.   •  Google  dominates  mobile   search:  91%  share.     Adver4sing  Share   •  Google’s  mobile  ad  revenues   are  projected  to  double  from   approx  $2.5  billion  in  2011  to   $5.8  billion  in  2012.  
  • 8. Statistics: Consumer Mobile Behavior Google, “The Mobile Movement: Understanding Smartphone Users,” 2011
  • 9. Statistics: Searchers Respond To Ads Out of those who say they respond to ads then…. Google Data
  • 10. Statistics: Mobile Users Multi-task   Ac#vi#es  engaged   in  while  also  using   the  Internet  on  the   smart  phone   Google, “The Mobile Movement: Understanding Smartphone Users,” 2011
  • 11. Statistics: A Timely Example Nearly  60  percent  of  mobile  users  will   “look  at  or  use  their  mobile  device  during   this  year’s  Super  Bowl.”   Study by Harris Interative
  • 12. Mobile Search: How It’s Different •  Local   •  Shorter  searches   •  Mul;-­‐tasking   •  Immediate  needs  
  • 13. Mobile Campaigns: Set-Up Basics •  Mobile  only  campaigns   •  Exclude  mobile  from  the  other   campaigns   •  keyword  list  with  shorter  terms   •  Mobile  Landing  page  
  • 14. Mobile Campaigns: Set-Up Basics Adwords
  • 15. Mobile Campaigns: Set-Up Basics Adwords mobile campaign settings (Campaign Setting tab)
  • 16. Mobile Campaigns: Keyword Research Adwords (keyword research tool)
  • 17. Mobile Advertising Options: Adwords Ad  Placements   Ad  Formats   •  Search  engine   •  Text   •  Mobile  Display  Network   •  Image   •  Mobile  Apps   •  Video   •  YouTube  
  • 18. Ad Formats: Sitelinks •  Makes  site  naviga;on   easier   •  Customize  sitelinks  for   mobile:  direc;ons,   store  locator,  local   messaging  with  geo-­‐ targe;ng  
  • 19. Ad Formats: Click-to-Call •  Click-­‐to-­‐call  allows  users  to  click   on  phone  number  to  call  and   connect  with  adver;sers  directly.   •  Google  says  more  than  500k   adver;sers  are  currently  using   click-­‐to-­‐call.   •  They  are  seeing  over  10  million   calls  per  month.  
  • 20. Ad Formats: Hyper Local •  Enhances  the  loca;on  extensions  ad   format  with  a  blue  marker  with  the   distance  between  the  user  and  business.       •  Creates  awareness  the  business  is  nearby   and  can  drive  more  traffic  to  the  store.   •  Users  see  the  hyperlocal  ads  only  if   they’ve  opted  into  sharing  their  loca;on   on  Google.com.     •  Users  can  also  click  to  see  where  your   business  is  located  on  a  map  and  click-­‐to-­‐   call.     •  Hyperlocal  distance  informa;on  is   automa;cally  enabled  with  exis;ng   loca;on  extensions.    
  • 21. Ad Formats: Click to Download •  This  ad  format  helps  consumers   right  when  they're  searching  for   informa;on  about  an  app.   •  Links  them  directly  to  the  App   Store  or  Android  Marketplace  to   download.     •  Includes  app  icons  and   informa;on  about  the  app  in   their  ad  unit.  
  • 22. Ad Formats: Search Ads in Mobile Apps •  Targets  searches  within  a  mobile   app  for  informa;on.   •  Ie.  search  for  a  restaurant  nearby.  
  • 23. Ad Formats: Display Ads Banners on mobile content sites Banners on YouTube
  • 25. Ad Formats: Display Ads •  The  +1  bulon   rolled  out  on   display  ads  and   text  ads  on   mobile  last  Fall.  
  • 26. Targeting Options Adwords mobile campaign settings (Campaign Setting tab)
  • 27. Targeting Options •  In  Adwords  placements   tool  check  mobile  app   to  see  placements   based  on  keywords  
  • 28. Mobile Landing Pages •  Since  August  2011,  Google  has   seen  more  than  50%  increase  in   the  number  of  AdWords   adver;sers  with  mobile   op;mized  sites.  
  • 29. Mobile Landing Pages •  Create  a  mobile  specific   website  and  landing  pages   •  Small  business  could   consider  using  Google’s   mobile  landing  page  builder  
  • 30. Mobile Landing Pages: Best Practices •  Landing  pages  for  mobile  need  to  be  mobile  friendly  is     •  Easy  to  view  and  navigate  for  users  on  mobile  devices   •  Easy  for  mobile  users  to  sign  up,  purchase,  or  convert.   •  Design  for  visibility  and  usability  
  • 31. Mobile Landing Pages: Best Practices •  Mobile  users  are  o`en  short  on   ;me   •  Design  your  site  to  load  fast  and   make  text  easy  to  scan.   •  S;ck  to  the  content  and  features   mobile  users  need  most.   •  Include  bulleted  lists  for  easy   reading.   •  Keep  images  small  for  faster   loading.  
  • 32. Mobile Landing Pages: Best Practices •  Make  it  Local   •  One  of  the  top  uses  of  mobile   searches  is  consumers  look  for  local   informa;on   •  Have  your  address  or  store  locator  on   the  landing  page.   •  Include  maps  and  direc;ons.     •  Allow  users  to  check  stock  at  nearby   stores.  
  • 33. Mobile Landing Pages: Best Practices •  Be  Thumb-­‐Friendly   •  Use  larger  bulons  that  are  easy   to  press  on  touch  screens.   •  Design  your  page  so  even  large   hands  can  easily  interact  with  it.   •  Allow  room  between  bulons  to   reduce  accidental  clicks.   •  Pad  smaller  bulons  to  increase   the  clickable  area.   •  Pad  check  boxes  by  making  the   text  clickable.  
  • 34. Mobile Landing Pages: Best Practices •  Keep  your  page  layout  simple  for   best  visibility.   •  Create  contrast  between   background  and  text.   •  Content  should  fit  onscreen  and   can  be  read  without  pinching  and   zooming.   •  Allow  scrolling  in  one  direc;on   only.   •  Use  plenty  of  nega;ve  space.  Use   size  and  color  to  indicate  link/ bulon  priority.  
  • 35. Mobile Landing Pages: Best Practices •  Consider  accessibility  across  all   mobile  devices  and  all  handset   orienta;ons.   •  Avoid  Flash  since  it  does  not  work  on   all  devices.   •  Use  HTML5  for  interac;vity  and   anima;on.   •  Adapt  your  site  for  both  ver;cal  and   horizontal  orienta;ons.   •  Keep  users  in  the  same  place  when   they  change  orienta;on.   Grrrr,  I   can’t  see   their  site!  
  • 36. Mobile Landing Pages: Best Practices •  Use  Mobile  Site  Redirects   •  A  mobile  site  redirect  is  code  that  can   detect  mobile  users  and  send  them   to  the  mobile-­‐friendly  version  of  your   site.   •  Give  users  a  choice  to  go  back  to  the   desktop  site,  but  make  it  easy  to   return  to  the  mobile  site.   •  Let  users  choose  which  version  they   prefer  to  see  for  later  visits.  
  • 37. Mobile Landing Pages: Conversion Tips •  Make  it  easy  to  buy  something  or  contact   you.   •  Focus  on  informa;on  that  will  aid   conversion  (i.e.,  product  details).   •  Reduce  the  number  of  steps  needed  to   complete  a  transac;on.   •  Keep  forms  short  with  the  fewest  number   of  fields.   •  Use  check  boxes,  lists  and  scroll  menus  to   make  data  entry  easier.   •  Use  Click-­‐To-­‐Call  func;onality  for  all   phone  numbers.  
  • 41. Mobile Ads: On The Horizon Mobile  App  Extensions     •  This  new,  beta  ad  unit  directs  users  to  a  page   within  a  mobile  app  already  installed  on  their   phone.     •  For  example,  if  someone  searches  for   products  on  a  mobile  device,  they  might  see   an  ad  that  takes  them  directly  into  a  cool   shopping  app  they’ve  installed  on  their  phone.  
  • 42. Mobile Ads: On The Horizon Mobile  Offer  Ads     •  Ads  with  Offers  let  adver;sers   include  special  deals  in  their  mobile   search  ads.     •  Adver;se  in-­‐store  promo;ons     •  Users  can  email  or  SMS  your  offer  for   future  in-­‐store  redemp;on.     •  Ads  also  display  phone  number  or   business  loca;on  on  a  Google  Map   for  Mobile   •  Ads  with  Offers  show  on   Google.com.    
  • 43. Mobile Ads: On The Horizon Circulars   •  Google  began  tes;ng  this  new  ad  format   with  Best  Buy  and  Macy’s  earlier  last  fall   •  When  someone  clicks  on  a  search  or   display  ad  (on  desktop,  mobile  or  tablet   devices),     •  See  ads  with  photos  of  relevant  products   and  special  offers.     •  Users  can  email  that  circular  to  their   mobile  phones,  and  later  walk  into  their   local  store,  flash  their  phone  and  redeem   the  offers.  
  • 44. Mobile Ads: On The Horizon Google  +1   •  As  developers  can  incorporate  +1  ads  into  their   mobile  applica;ons,  consider  how  this  will  impact   your  adver;sing    
  • 45. Summary of Key Takeaways •  Mobile  will  con;nue  to  grow   •  Understand  mobile  user  behavior   •  Extend  your  online  adver;sing  to  mobile   •  U;lize  the  current  knowledge  and  sengs   from  Adwords  (i.e  ad  extensions)   •  Consider  the  device  and  how  it  will  be   used  to  search  for  you   •  Create  mobile  website  experience  
  • 46. About Me • Founder  and  SEM  Strategist,  Big  Click  Co.   • Pay-­‐per-­‐click  management,  specializing  in   – Ecommerce     – Retarge;ng   • Managed  dozens  of  PPC  accounts  at  agencies  and  client  side   • Columnist,  ClickZ  hlp://j.mp/pOxChd   Contact  me:   lisa@bigclickco.com   612-­‐424-­‐1SEM