PPC Goes Mobile

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Why you should be doing mobile PPC, how to do it, and how not to screw it up.

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<p> 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 &amp; Conversion at Trafficado 3. @robert_brady #SLCSEMWhy Should I Do Mobile PPC? 4. @robert_brady #SLCSEM Because your customers are going mobile 5. @robert_brady #SLCSEM And its not just young people either 6. @robert_brady #SLCSEM Local mobile searches get customers http://img2.yp.com/radiant/radiant_assets_36330_Nielsen_advertisers.pdf 7. @robert_brady #SLCSEMHow Much Volume DoesMobile PPC Really Have? 8. @robert_brady #SLCSEM February 2012 17.5 billion searches - Comscore http://searchengineland.com/report-affirms-strong-q4-search- growth-in-2011-offers-additional-insights-108404 9. @robert_brady #SLCSEM Case Study Client Visitors bureau for large US city Question Is there search volume on mobile devices we arent 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 &amp; tablets Clone ad groups into a new campaign targeting only mobile devices Emphasize free visitors guide (available as PDF, app or online) in ad copy 11. @robert_brady #SLCSEM Case Study Desktop &amp; 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 #SLCSEMWhats 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 WeekLiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3 17. @robert_brady #SLCSEM Mobile Search by Day of WeekLiveBlog: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 DayLiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3 20. @robert_brady #SLCSEM Mobile Search by Time of DayLiveBlog: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 #SLCSEMAbove 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 #SLCSEMAbove 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 26. @robert_brady #SLCSEM 27. @robert_brady #SLCSEM 28. @robert_brady #SLCSEM 29. @robert_brady #SLCSEM 30. @robert_brady #SLCSEM 31. @robert_brady #SLCSEM 32. @robert_brady #SLCSEM 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 &amp; easily 34. @robert_brady #SLCSEM Thank YouEmail: robert@trafficado.comLinkedIn: www.linkedin.com/in/robertallenbradyTwitter: @robert_bradyBlog: www.righteousmarketing.com </p>