In this presentation, Hanapin’s Michael Knight and Lead To Conversion’s Erik Dafforn will give you tips to make sure your PPC strategies are mastered for the mobile market in 2017.

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&HOSTED BY:
How to Master the
Mobile Market in 2017

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Presenters
• Erik Dafforn
– Co-Founder of Lead To Conversion
– @erikdafforn
• Michael Knight
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @MichaelAKnight

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Google and Mobile SEO
Google’s View on Mobile (late 2016)
● Over half of Google searches now come from a mobile device.
● Historically, Google has ranked a mobile site based on the quality of the
desktop version of the site.
● Soon, this will reverse, and Google will decide all rankings based on the
quality of the mobile version of the site.
● Sites that do not have a good mobile UX will suffer.
● Sites with a separate mobile site (i.e., not a responsive version) should
make sure certain architectural elements are present.
● Changes to ranking will occur "in the coming months."

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Mobile Spend

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Google and Mobile SEO
Analytics: Changing the Paradigm to Mobile
● Think of mobile as the “rule,”
not the “exception.”
● Segment analytics and GSC
data to understand the mobile
searcher.

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Mobile PPC in 2017
Mobile Conversions and Reporting
• Reporting:
• Cross-device conversions;
• Device paths reports to create device
bidding decisions, what products or services
• Mobile assist ratio – find out how often
mobile is making an impact on performance
•Use the right conversion points
• Based on business model, what will tell the story

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Challenges for Mobile SEO
The Long, Hard Slog to Organic Content

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Mobile Extensions
• Call extensions
• Message Extensions
• App Extensions

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Opportunities for Mobile SEO
Working Your Way Into Pre-Organic Content
● Schema coding
● Mobile keyword research
● Reminding users of pre-
downloaded apps

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Mobile Only Campaigns
• Use device bidding to
negative desktop and
tablet traffic
• Call only ads

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Challenges for Mobile SEO
Interstitial Content and Penalization
● Content must be
accessible
● Interstitials (popups)
must not be overly
obtrusive

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Micro-Moments
Google says we look at our phones over
150x per day
• Use those micro moments to make an impact
towards engaged users who ultimately convert
PPC Opps
• Geo-location targeting
• Remarketing
• Device bidding/targeting

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Challenges for Mobile SEO
Architecture Decisions: Separate Mobile Site

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Challenges for Mobile SEO
Architecture Decisions: Responsive Site

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Opportunities for Mobile SEO
Google’s AMP Project: Is It For Me?
● “Accelerated Mobile Pages”
● Makes mobile experience much faster
● Rigid guidelines for mobile development
● Very UX-focused
● Not a quick undertaking
● News was the first vertical, but it’s
expanding

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Mobile and Apps

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Mobile App Advertising
App Store Ads
• Apple App store search
ads
• Google Play Store Ads
searchads.apple.com developer.android.com

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Opportunities for Mobile SEO
Working Your Way Into Pre-Organic Content
● App store indexing
● App content indexing

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Social Ads
Social App Ads
As social continues to grow, so will
ad formats;
• Instagram In-story ads
• Facebook and Instagram
In-feed ads
• Promoted Pins (Pinterest)

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Social Ads
Ad Types:
• Facebook Canvas Ads for
user engagement
• Photo ads, video ads,
carousel ads
canvas.facebook.com
business.instagram.com/advertising