generating great mobile ppc results in 2017
TRANSCRIPT
GENERATING GREAT MOBILE PPC RESULTS IN 2017
Matt Umbro, Associate Director of Search at Hanapin Marketing & Founder of PPCChat
@Matt_Umbro
Who Am I?• In the PPC industry since
2007
• Founder of PPCChat
• Blogger, conference speaker, and (hopefully) critical thinker
Agenda
1. The mobile paid search landscape2. Analyzing mobile performance3. Writing mobile paid ads
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THE MOBILE PAID SEARCH LANDSCAPE
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*Graphs from Merkle Q4 2016 Digital Marketing Report
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*Graph from Merkle Q4 2016 Digital Marketing Report
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ANALYZING MOBILE PERFORMANCE
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Critical Points• Bid enough to be in position 2 or higher
• Set campaign level mobile bid adjustments, but in higher impression ad groups, use bid modifiers
• If ±75% of impressions are coming from mobile, consider creating a mobile only campaign
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WRITING MOBILE PAID ADS
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Price Extensions
Visual Sitelinks
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Wrapping Up…• Mobile traffic continues to increase – mobile
users expect more from your advertising efforts
• Find out how mobile-centric your audience is
• You should be writing mobile preferred ads!
THANK YOU!Questions, comments, or just say hello! [email protected]