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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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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
@robert_brady #SLCSEM
• About Me
– Managing PPC accounts since 2005
– Google AdWords Certified Partner
– Microsoft Accredited Professional
– Director of PPC & Conversion at Trafficado
@robert_brady #SLCSEM
Why Should I Do Mobile PPC?
@robert_brady #SLCSEM
• Because your customers are going mobile
@robert_brady #SLCSEM
• And it’s not just young people either
@robert_brady #SLCSEM
• Local mobile searches get customers
http://img2.yp.com/radiant/radiant_assets_36330_Nielsen_advertisers.pdf
@robert_brady #SLCSEM
How Much Volume Does Mobile PPC Really Have?
@robert_brady #SLCSEM
http://searchengineland.com/report-affirms-strong-q4-search-growth-in-2011-offers-additional-insights-108404
• February 2012 – 17.5 billion searches - Comscore
@robert_brady #SLCSEM
• 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
Case Study
@robert_brady #SLCSEM
• 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
Case Study
@robert_brady #SLCSEM
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%
Case Study
@robert_brady #SLCSEM
What’s Different About Mobile PPC?
@robert_brady #SLCSEM
• More mobile search on holidays
@robert_brady #SLCSEM
• New Years terms
– Slow buildup
– Peaks on Dec. 31
– Drops off immediately
@robert_brady #SLCSEM
• More mobile search on holidays
• More mobile search on weekends
@robert_brady #SLCSEM
LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
Desktop Search by Day of Week
@robert_brady #SLCSEM
LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
Mobile Search by Day of Week
@robert_brady #SLCSEM
• More mobile search on holidays
• More mobile search on weekends
• More mobile search in the evening
@robert_brady #SLCSEM
LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
Desktop Search by Time of Day
@robert_brady #SLCSEM
LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3
Mobile Search by Time of Day
@robert_brady #SLCSEM
• More mobile search on holidays
• More mobile search on weekends
• More mobile search in the evening
• Less ad real estate
@robert_brady #SLCSEM
“Above the fold” Bottom of the page
@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)
@robert_brady #SLCSEM
“Above the fold” Bottom of the page
@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
@robert_brady #SLCSEM
@robert_brady #SLCSEM
@robert_brady #SLCSEM
@robert_brady #SLCSEM
@robert_brady #SLCSEM
@robert_brady #SLCSEM
@robert_brady #SLCSEM
@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
@robert_brady #SLCSEM
Email: robert@trafficado.com
LinkedIn: www.linkedin.com/in/robertallenbrady
Twitter: @robert_brady
Blog: www.righteousmarketing.com
Thank You
@robert_brady #SLCSEM
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