PPC Goes Mobile
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This document discusses paid search marketing on mobile devices. It notes that mobile search volumes are large and growing as more customers use mobile devices. The document provides tips for implementing mobile paid search campaigns, including that mobile search varies from desktop with more searches on weekends/evenings and with intent that may convert more easily. It also notes challenges like less ad space on mobile. An example case study showed a visitors bureau increased traffic 16-26% with a mobile campaign targeting existing desktop ads.
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PPC Goes Mobile
- 1. @robert_brady #SLCSEM PPC Goes Mobile Why you should be doing mobile PPC, how to do it, and how not to screw it up. contact: robert@trafficado.com
- 2. @robert_brady #SLCSEM • About Me – Managing PPC accounts since 2005 – Google AdWords Certified Partner – Microsoft Accredited Professional – Director of PPC & Conversion at Trafficado
- 3. @robert_brady #SLCSEM Why Should I Do Mobile PPC?
- 4. @robert_brady #SLCSEM • Because your customers are going mobile
- 5. @robert_brady #SLCSEM • And it’s not just young people either
- 6. @robert_brady #SLCSEM • Local mobile searches get customers http://img2.yp.com/radiant/radiant_assets_36330_Nielsen_advertisers.pdf
- 7. @robert_brady #SLCSEM How Much Volume Does Mobile PPC Really Have?
- 8. @robert_brady #SLCSEM • February 2012 – 17.5 billion searches - Comscore http://searchengineland.com/report-affirms-strong-q4-search- growth-in-2011-offers-additional-insights-108404
- 9. @robert_brady #SLCSEM Case Study • Client – Visitors’ bureau for large US city • Question – Is there search volume on mobile devices we aren’t capturing? • Goal – Increase traffic gained from Google Grants account • Constraint – $1.00 maximum CPC bid
- 10. @robert_brady #SLCSEM 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
- 11. @robert_brady #SLCSEM 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%
- 12. @robert_brady #SLCSEM What’s Different About Mobile PPC?
- 13. @robert_brady #SLCSEM • More mobile search on holidays
- 14. @robert_brady #SLCSEM • New Years terms – Slow buildup – Peaks on Dec. 31 – Drops off immediately
- 15. @robert_brady #SLCSEM • More mobile search on holidays • More mobile search on weekends
- 16. @robert_brady #SLCSEM Desktop Search by Day of Week LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
- 17. @robert_brady #SLCSEM Mobile Search by Day of Week LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
- 18. @robert_brady #SLCSEM • More mobile search on holidays • More mobile search on weekends • More mobile search in the evening
- 19. @robert_brady #SLCSEM Desktop Search by Time of Day LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
- 20. @robert_brady #SLCSEM Mobile Search by Time of Day LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
- 21. @robert_brady #SLCSEM • More mobile search on holidays • More mobile search on weekends • More mobile search in the evening • Less ad real estate
- 22. @robert_brady #SLCSEM “Above the fold” Bottom of the page
- 23. @robert_brady #SLCSEM • More mobile search on holidays • More mobile search on weekends • More mobile search in the evening • Less ad real estate • Getting users to convert can be easier (if a call is what you want)
- 24. @robert_brady #SLCSEM “Above the fold” Bottom of the page
- 25. @robert_brady #SLCSEM • More mobile search on holidays • More mobile search on weekends • More mobile search in the evening • Less ad real estate • Getting users to convert can be easier (if a call is what you want) • Mobile users have different intent
- 26. @robert_brady #SLCSEM
- 27. @robert_brady #SLCSEM
- 28. @robert_brady #SLCSEM
- 29. @robert_brady #SLCSEM
- 30. @robert_brady #SLCSEM
- 31. @robert_brady #SLCSEM
- 32. @robert_brady #SLCSEM
- 33. @robert_brady #SLCSEM • Takeaways – Increased smartphone adoption will continue to drive mobile PPC growth – You could be missing an additional 7-16% of search traffic by neglecting mobile – Mobile PPC currently has less competition – Users can be converted quickly & easily
- 34. @robert_brady #SLCSEM Thank You Email: robert@trafficado.com LinkedIn: www.linkedin.com/in/robertallenbrady Twitter: @robert_brady Blog: www.righteousmarketing.com