Upload
igb-affiliate
View
823
Download
1
Tags:
Embed Size (px)
DESCRIPTION
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.
Citation preview
PPC Advertising on Mobile
Duncan Fisher
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
110K searches on “bet” in April
91K searches on “bingo” in April
91K searches on “bingo” in April
Keyword behaviour for last 4 years
CPC patterns by device for last 4 years
Mobile PPC – Key Considerations
Improve Customer Engagement
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
Gaming adformats in action
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
Understand User Behaviour
Typical Search Patterns
Track & Analyse
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?
Thank You!