Organizational Structure Running A Successful Business
Why You Should Do Mobile PPC
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
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
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