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PPC Advertising on Mobile Duncan Fisher

PPC Advertising on Mobile: Why is it a big deal?

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2010 has irrefutably proven itself as the breakout year for mobile search marketing. The landscape is shifting as well, as market share for Google mobile PPC activity overtakes Bing and sets its sights on the once great but now dwindling Yahoo Search. The PPC marketer needs to be aware of the opportunities, considerations and pitfalls of advertising on this channel.

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Page 1: PPC Advertising on Mobile: Why is it a big deal?

PPC Advertising on Mobile

Duncan Fisher

Page 2: PPC Advertising on Mobile: Why is it a big deal?

85% new handsets access mobile internet

30% UK subscribers have a smart phone

12% of UK Shoppers research on mobile

10% of all bets made through mobile

Page 3: PPC Advertising on Mobile: Why is it a big deal?
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Page 5: PPC Advertising on Mobile: Why is it a big deal?
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110K searches on “bet” in April

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91K searches on “bingo” in April

91K searches on “bingo” in April

Page 9: PPC Advertising on Mobile: Why is it a big deal?

Keyword behaviour for last 4 years

Page 10: PPC Advertising on Mobile: Why is it a big deal?

CPC patterns by device for last 4 years

Page 11: PPC Advertising on Mobile: Why is it a big deal?

Mobile PPC – Key Considerations

Page 12: PPC Advertising on Mobile: Why is it a big deal?

Improve Customer Engagement

Page 13: PPC Advertising on Mobile: Why is it a big deal?

Click to Call Ability to easily connect

with prospective customers

Location specific business numbers

Location extensions Show business location

alongside PPC advert

Adformats on Mobile

Page 14: PPC Advertising on Mobile: Why is it a big deal?

Gaming adformats in action

Page 15: PPC Advertising on Mobile: Why is it a big deal?

Separate activity Build separate account Target devices separately 1 to 3 keyword search

terms Mobile specific ad copy Utilise ad formats Aggressive bidding

strategy Mobile landing pages

Campaign Best Practice

Page 16: PPC Advertising on Mobile: Why is it a big deal?

Understand User Behaviour

Page 17: PPC Advertising on Mobile: Why is it a big deal?

Typical Search Patterns

Page 18: PPC Advertising on Mobile: Why is it a big deal?

Track & Analyse

Page 19: PPC Advertising on Mobile: Why is it a big deal?

Continued rise in search volumes More tools / reports to analyse mobile data

(call metrics in US) Improved targeting options

Target all tablets with full browsers Mobile carrier insertion

Admob integration into Adwords?

What’s Next?

Page 20: PPC Advertising on Mobile: Why is it a big deal?

Thank You!