Do you have a mobile PPC strategy yet? This presentation is full of valuable and timely tips on the hottest trend in PPC today.

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

24. Ad Formats: Display Ads

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.

38. Mobile Analytics: Google Analytics

39. Mobile Analytics: Google Analytics

40. Mobile Analytics: Adwords

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