MobilePPC: What YouNeed to Know

Sydney, 2011By: Cindy Krum, Mobile Moxie

@MobileMoxie on Twitter

This is Important

This is Important

This is Important

So What Is It?

Mobile Paid Search Ads:

Feature Phones

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Mobile Paid Search Ads:

Smart Phones

Smart Phone & Traditional Ads

Feature Phone

How Are These Different?

Click to Call

• Used to be on Just Feature Phones• Now Works on Smart Phones Too• Can be Tracked– Set up Separate Phone Numbers– Call Tracking – Mongoose Metrics– AdWords will Show You CTR on Phone Numbers

• Can be Geo-Specific– Add Location- Specific Number in Each Ad

Feature Phone Options

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Import Local Address & Phone Data

How do I Set it Up?

What is the Strategy?

Keyword Strategies

• Shorter More Generic• Less Need for Exact or Phrase

Match• CTR is Frequently High, Even

When Relevance is Low– Especially if you Offer a Unique

Mobile Service– People Still Happy to Learn abt New

Mobile Services

http://www.mobilemoxie.com/mobile-tools/keyword-research/

• Popular: Sports, Celebrity, News, Wallpapers, Videos, Ring Tones

• Reinforce Mobile Friendliness:– ‘Mobile Optimized,’ ‘4 Ur Phone,’ ‘Mobile Ready,’

‘iPhone Ready’

• Text Speak:– ‘Try it 4 Free,’ ‘Ur GF is Hot!’

Messaging Strategies

Day-Parting for Mobile

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Times for Ads Can be Set:

After the Click:Landing on Your Site

• Mobile Landing Page– Mobile Form• Email Sign Up/ Opt In• SMS Sign Up/ Opt In• Contact Form

– Mobile Coupon– Click to Call– Click to Download

• Driving Traffic to an Application– Segment by Carrier and Handset (Duh!)– App Downloads are Much Higher on Weekends

• Driving Traffic to Google Places– Geo Target for Multiple Locations– No Need for a Website– Phone Numbers will be Enabled– Have a Good Google Places Page

After the Click:Landing Elsewhere

Summary: Do this Tomorrow

• Turn iPhone Ads Unless they are going to mobile pages

• Must bid in position 1-4 or you won’t be seen• Quality Score is more focused on CTR – Write

compelling ad copy!• Display Urls should inspire confidence:– www.YourDomain.com/mobile– www.YourDomain.com/iPhone

www.Rank-Mobile.com 31

Mobile Paid Advertising - Quick Wins:

Cindy KrumCEO & FounderCindy@MobileMoxie.comIM/Skype/Twitter: SuzzicksFollow @MobileMoxie720-231-7277www.MobileMoxie.com