A brief overview of best practice for paid for mobile campaigns

1. HARVESTING MOBILE TRAFFIC
IMAGE LINK

2. MARC RIGBY
mrigby@receptional.com
01525 715520

3. Results focussed Breadth of in house specialisms
Search engine accreditations
Consultative approach
Established in 1999
Longevity of client relationships

4. SOME OF OUR ‘MOBILE’ CLIENTS…

8. NO MOBILE STRATEGY?

9. 1. ASSESS CURRENT
PERFORMANCE/POTENTIAL
• What % of existing traffic is coming from mobile devices?
• How does this compare with previous years?
• How does this compare with your vertical?
• How do mobile visitors differ in their onsite behavior?
• What is the search potential for your vertical?

10. CURRENT PERFORMANCE & FUTURE POTENTIAL
Keywords: Research your mobile audience
1. Search Phrases
2. Competition
3. Seasonality
Analytics: Assess current mobile performance
1. Visitor Numbers
2. Mobile Devices
3. Visitor Behaviour
4. Visitor Engagement
5. Mobile Market Share

11. 2. OPTIMISED MOBILE LANDING PAGES
1. Optimal width so all
content is visible
2. Usable calls to action:
‘Click to call’
3. Fewer/smaller images
for faster page load times
Without Optimisation
4. Optimal text sizing
• Content not visible
• No clear calls to action 5. Device specific,
• Slow page loading optimised navigation for
touchscreen devices

12. 3. DEDICATED CAMPAIGNS

13. BEST PRACTICE
There are only 5
advertising spots
on Google Mobile
Search Results
Page, with only
two results above
the Organic
listings, and three
below.

14. BEST PRACTICE
1. Create Separate Mobile Campaigns.

15. MOBILE VALUE!

16. BEST PRACTICE
2. Keyword Selection – Different from Standard Search!

17. BEST PRACTICE
3. Creating Tailored, Mobile-Friendly Ad Messaging.

18. BEST PRACTICE
4. Use Functionality in Ad Messaging Where Relevant!

19. BEST PRACTICE
4. Use ‘Click-to-Call’ Numbers in Ad Messaging Where
Relevant!

20. 4. REPORT, TEST AND RETEST!

21. REPORT, TEST AND RETEST!
WHERE
SHOULD
THE
BUTTONS
GO??
Source: Google

22. REPORTING & ANALYSIS

23. REPORTING & ANALYSIS
• Profitability!
• Be SMART
Mobile Targets CTR CPC Clicks Sales Conversion Rate CPA Revenue ROI
Short (1-3 months) 3% £0.21 7143 93 1.30% £16.15 £4,030.00 168%
Medium (4-7 months) 5% £0.19 7895 118 1.50% £12.67 £5,139.47 242%
Long (8 -12 months) 7% £0.17 8824 176 2.00% £8.50 £7,658.82 410%

24. SUMMARY
• Understand current performance….and potential
• Optimise!
– By device
– Landing page
– Content
– Usability
• Report, test, retest