mobile ppc strategy lisa raehsler 2012

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 hi\ng 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

Google Data

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

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 •  Search engine •  Mobile Display Network •  Mobile Apps •  YouTube

Ad Formats •  Text •  Image •  Video

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 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.


•  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.


•  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.


•  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.


•  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!


•  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: 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 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.


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 se\ngs 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: [email protected] 612-‐424-‐1SEM

mobile ppc strategy lisa raehsler 2012

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