how to maximize conversions with mobile display advertising

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How To MaximizeConversions with

MobileDisplay Advertising

HOSTED BY: &

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PresentersKelley Schultz

– Digital Lead at DialogTech

– @KelleyLiefer

Kelly Pollock– Senior Account Manager at Hanapin Marketing– PPC Hero Blogger

– @kelpollock

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Mobile Display Opportunities & Growth

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Why Mobile?

3 out of 4 people will use a mobile device to access the internet by 2017

2.5 BILLION people worldwide.

By 2020 that number will grow

86%

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How We Search On MobileMobile is part of a multichannel & multiplatform journey

Stats from Think with Google

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How We Search On Mobile15 of 24 Hours Mobile beats Desktop for Searches

Stats from Think with Google

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Mobile Ad Spend Growth

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Mobile Display Types● Rich Media

○ Expandable, retractable, pop ups, floating interactive● Video

○ Pre/Post-roll○ In video ads○ Silent video

● Native○ In-feed○ Atomic Unit○ Outside core content○ Recommended Widgets

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Mobile Display Future● Apps

○ Messaging○ In app marketing

● New Media Experiences○ Emoji targeting○ Vertical Video ○ 360 Imaging/Video○ Virtual Reality Ads○ Augmented Reality

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Mobile OpportunityMobile Messaging Usage

1.4 billion

Estimated growth

2.19 billion

By 2019

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Make Mobile Moments Worthwhile

1 - Respect your Audience

2 - Let them Feel in Control

3 - Give them a Choice

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Tips & Strategies to Maximize Mobile Display

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Digital Marketing is Mobile-First

SEARCHOver 50% of searches

are mobile

SOCIAL87% access Facebook

on a mobile device

DISPLAY60% of digital media

time is mobile

EMAIL66% of emails are

read on mobile

Sources: Google, Adobe, comScore, Mediaworks

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Digital Spend has Shifted Mobile

SEARCH63% of ad spending

will be mobile in 2016

FACEBOOK84% of ad

spending is now mobile

In 2016, mobile will account for over 74%

all digital ad spending.

DISPLAY67% of ad spending

will be mobile in 2016

Sources: eMarketer, Facebook

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Multi-Channel Reach

27% perform a search after viewing display ad

Conversions jump 59% when search relates to display ad

6.3% lift in mobile searches from Facebook ads

Sources: Yahoo, Facebook

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Display Spend Has Surpassed Search

Sources: eMarketer

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Mobile Conversions Include Calls

SEARCHOver 40 billion call conversions from

search ads in 2016

FACEBOOKOver 12 billion call conversions from

Facebook ads in 2016

DISPLAYOver 28 billion call conversions from

display ads in 2016

108 billioncalls to U.S. businesses from

digital channels in 2016.

162 billioncalls expected in 2019.

Sources: BIA/Kelsey

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Increase Mobile Display Conversions

Mobile Display Tactics

• Programmatic• Native• Click to Call

Audience Targeting

• Go beyond just retargeting on mobile

• Target your impressions to prospect audiences that mirror your best customers and ideal target market

Creative Messaging

• A/B testing by device as well as by audience

• Customize your creative to suit the audience's needs

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Mobile Display Tactics

Programmatic

• Spend on programmatic display ads will reach $38 billion by 2018 (92% of total digital display spend)

Native

• By 2018, native ad spend will reach $21 billion (over 300% growth in just 5 years!)

Click-to-Call

• Newer technology fueling direct acquisition for mobile ads

Sources: eMarketer

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Integrate 1st Party Data• Integrate data from your CRM to

build lookalike audiences based on your existing customer base:

– Call data– Email address– Location, etc.

Contextual and PMP• Utilize your top converting keywords

in search and key phrases from call conversations

• Match target audiences to current base by:

– Using conversation insights – Analytics data such as affinity and

in-market targeting

Build the RIGHT Audience

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Create Audience ExclusionsDon’t waste impressions!

EXCLUDE Customers Who:● Converted online● Converted over the phone● Current customers by understanding their “reach out”

○ Called for customer support ○ Hit login page of site

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Mobile Bidding Optimizations

Time of DayGather customer data to know the times they are on their mobile devices (site and calling).

• Varies by geo, gender, age, lifestyle, etc.

• Customize bidding and creative to match audiences and their mobile usage.

• Tip: If running click-to-call ads, ensure you have staff available to receive calls when you are running these ads.

Placement PerformanceTake time to periodically review your top performing sites.

• Break out into whitelist and increase bids and frequency.

In-AppIn-app advertising can be scary, especially when we think of Google Display Network, due to the volume of clicks, and the CPC price structure.

• However, for mobile programmatic, you DO want to make sure to advertise in-app as consumers spend majority of time in apps on their mobile device.

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Customize Retargeting Creative

Location Targeting Product Specific B2B Lifestyle

Understand who you are retargeting and their interests/intentions.

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Hyper-Local Targeting

● For franchises and businesses with multiple locations, run hyper-local ads targeting smartphone owners in each area

● Be sure the landing page is hyper-local, too – use local phone numbers, not toll-free (local numbers drive 3x the calls as TFs)

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Test “Call Now” as a CTA Drive Customer Acquisition on Mobile using Click-to-Call Ad Technology

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Often times conversions influenced by display do not occur when a lead sees the ad, but later through a different channel.

Measure & Attribute Mobile Conv.

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Integrate Call DataAudience Targeting and Exclusions

View-Through Call Attribution

Full Customer Journey● Understand how display, and upper

funnel channels, fuels customers who end up calling from direct, SEO, social, or paid source.

Feed both online and offline call data

into DSPs, DMPs, and multi-touch

attribution platforms.

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Key Takeaways

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Offers!

A. Yes! I’d like a one-month free trial of DialogTechB. Get an account analysis by the experts at Hanapin

(For accounts spending 15k+/month)C. BothD. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Dialogtech Feedback: kelley.schultz@dialogtech.com