Thursday 21st, 2015

What you should be doing in search and mobileAlistair Dent

Head of ProductiProspect

@AlistairDent

searchmarketingexpo.com@AlistairDent

#SMX #24B

Mobiles overtook desktops

Image used under CC License: Stefanie Maria

searchmarketingexpo.com@AlistairDent

#SMX #24B

We’re not mobile first, we’re desktop second

searchmarketingexpo.com@AlistairDent

#SMX #24B

Desktops are a vector for conversions

searchmarketingexpo.com@AlistairDent

#SMX #24B

Agenda

What’s different about mobile?

What to look out for

What not to do

Why it’s complicated

searchmarketingexpo.com@AlistairDent

#SMX #24B

What’s different about mobile?

Bid

Keyword

Device Location

Time

Bid modifiersMobile preferred ads

Mobile only formats

searchmarketingexpo.com@AlistairDent

#SMX #24B

What to look out for

Web vs apps

Ad formats

Campaign design

Enhanced CPC

Cross device

Ad positions

searchmarketingexpo.com@AlistairDent

#SMX #24B

What not to do

Don’t go negative

Don’t fear greatness

Don’t rush

searchmarketingexpo.com@AlistairDent

#SMX #24B

Complications

Bids affect modifiers

Modifiers overlap

Lifetime value is

hard

Things are unreliable

searchmarketingexpo.com@AlistairDent

#SMX #24B

Summary

Mobile is upper funnel

Track all the things

Don’t funnel your users

Sometimes it just won’t work

searchmarketingexpo.com@AlistairDent

#SMX #24B