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Hanapin Marketing & Wordstream Mobile PPC Proven Strategies & Untapped Opportunities Jeff Allen, Account Director, Hanapin Marketing Larry Kim, Founder & CTO, Wordstream October 18, 2012

Mobile PPC: Proven Strategies & Untapped Opportunities

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For more information, visit: http://www.wordstream.com Did you know that mobile searches now account for up to 20% of all pay-per-click ad spend and conversions? If you’re not doing mobile PPC, you’re ignoring 1/5 of your potential market! In our next free webinar, Mobile PPC: Proven Strategies & Untapped Opportunities, WordStream Founder Larry Kim and Jeff Allen, Account Director at Hanapin Marketing, will show you: Why you need to invest in mobile PPC – the time is now! Who's dominating the mobile space – and who’s failing at it Best practices for creating a unique mobile experience You'll also have the opportunity to ask questions and get expert advice on mobile campaign management.

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Page 1: Mobile PPC: Proven Strategies & Untapped Opportunities

Hanapin Marketing & Wordstream Mobile PPC Proven Strategies & Untapped Opportunities

Jeff Allen, Account Director, Hanapin Marketing

Larry Kim, Founder & CTO, Wordstream

October 18, 2012

Page 2: Mobile PPC: Proven Strategies & Untapped Opportunities

Today’s Agenda

• Mobile PPC is necessary and we have the facts to prove it.

• Case Studies on Mobile PPC

• Bad Examples of Mobile PPC

• Analyzing Mobile PPC and the Technology used.

• Questions & Answers

Page 3: Mobile PPC: Proven Strategies & Untapped Opportunities

Speaker introductions

• Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 Years! – 5 Years ago, started WordStream – We’re the provider of the 20 Minute PPC

Work Week and the AdWords Grader

• Jeff Allen – Account Director at Hanapin Marketing and writer for PPC Hero. – …. – …. – PPCHero.com is the leading site for PPC Strategies, News and Information

Page 4: Mobile PPC: Proven Strategies & Untapped Opportunities

Take part in our live poll

Include the hashtag #ppcblunders in your Twitter tweets, Google

+ status updates, etc.

Page 5: Mobile PPC: Proven Strategies & Untapped Opportunities

Live Poll Question 1

How long have you been involved with Search Marketing?

#ppcblunders

a) Less than 1 Year

b) 1-3 Years

c) 3-5 Years

d) 5+ Years

Page 6: Mobile PPC: Proven Strategies & Untapped Opportunities

Live-Poll Question 2

How well do you know Mobile PPC? #ppcblunders

a) What’s Mobile?

b) We’ve thought about it.

c) We have mobile landing pages.

d) We do mobile, but without a strategy.

Page 7: Mobile PPC: Proven Strategies & Untapped Opportunities

Mobile PPC Facts

Page 8: Mobile PPC: Proven Strategies & Untapped Opportunities

Why does mobile matter?

Page 9: Mobile PPC: Proven Strategies & Untapped Opportunities

So why does mobile matter?

Because we are really bad at it.

&

Because you can get a 10-15% increase today (not in 2015).

Page 10: Mobile PPC: Proven Strategies & Untapped Opportunities

Larry Case Study

Page 11: Mobile PPC: Proven Strategies & Untapped Opportunities

137 links! 2 step, 14+ field form!

Page 12: Mobile PPC: Proven Strategies & Untapped Opportunities

#SorryMom

Page 13: Mobile PPC: Proven Strategies & Untapped Opportunities

Using the Information You Have

My Device is an iPhone My Carrier is AT&T

Page 14: Mobile PPC: Proven Strategies & Untapped Opportunities

Device specific targeting works

Pre-Device Targeting

Post-Device Targeting

Page 15: Mobile PPC: Proven Strategies & Untapped Opportunities

26 Links & Not one personalized message

Page 16: Mobile PPC: Proven Strategies & Untapped Opportunities

So Excited!

Not Excited

109 Links Above the Fold

Page 17: Mobile PPC: Proven Strategies & Untapped Opportunities

Why does mobile matter?

We are better than this.

Page 18: Mobile PPC: Proven Strategies & Untapped Opportunities

Advertisers Need to Extend Their Hand

Mobile is STILL like desktop PPC circa 2004.

Next is… creating experiences engineered for mobile that are oddly useful.

Page 19: Mobile PPC: Proven Strategies & Untapped Opportunities

Experiences Engineered for Mobile

Speed up your site.

– Every 1 second of landing page load delay you lose 7% of visitors on desktop.

– Mobile is likely significantly higher.

Page 20: Mobile PPC: Proven Strategies & Untapped Opportunities

Increasing Site Speed

Page 21: Mobile PPC: Proven Strategies & Untapped Opportunities

In Addition to Site Speed

• Segmented traffic

• Spoke to their audience

• No scrolling necessary

• Click to commit

Page 22: Mobile PPC: Proven Strategies & Untapped Opportunities

Mobile Sites that are Oddly Useful

• Anticipate a need.

– How are mobile users different?

– How do they use their device different than desktop?

– Can you give them a competitive advantage?

Page 23: Mobile PPC: Proven Strategies & Untapped Opportunities

Unique Products

Page 24: Mobile PPC: Proven Strategies & Untapped Opportunities

How to Get Started…

A quick case study.

Page 25: Mobile PPC: Proven Strategies & Untapped Opportunities

First Attempt at Mobile

Converted 3x Worse!

Page 26: Mobile PPC: Proven Strategies & Untapped Opportunities

Second Attempt at Mobile

Button Color

Link to Full Site

Image

Results: • 373% increase in conversion rate • 33% higher conversion rate than desktop • 18% of all leads come from mobile • 300% increase in mobile investment

Page 27: Mobile PPC: Proven Strategies & Untapped Opportunities

Summary: Mobile PPC

• Mobile isn’t arriving. It’s already arrived. If you’re not using mobile you’re falling behind.

• When done the right way mobile can have big return. Your mobile campaigns need strategy. To see the results you want, plan ahead.

• If you need help with Mobile: – Contact Hanapin Marketing to manage your (20K/mo spend) campaign –

We’ve already optimized nearly all of our clients for Mobile.

OR

– Contact Wordstream…

Page 28: Mobile PPC: Proven Strategies & Untapped Opportunities

Live-Poll Question 3

Q: Would you like…

• A free AdWords account audit and help in understanding your score with a certified AdWords Professional

• A free trial/demo of WordStream PPC Advisor

• A free one-on-one solutions blueprint/account assessment with Hanapin Marketing (for accounts with over $20,000/ month in spend).

Page 29: Mobile PPC: Proven Strategies & Untapped Opportunities

Your Questions

Thank you for attending Hanapin Marketin & Wordstream’s webinar on: Mobile PPC: Proven Strategies & Untapped Opportunities. #ppcblunders Don’t forget to sign up for a Free Trial of WordStream:

http://www.wordstream.com/ppc-free-trial Sign up for a Free Solutions Blueprint from Hanapin Marketing

http://www.hanapinmarketing.com/solutions-blueprint-sign-up

Or contact us : Jeff Allen [email protected] https://twitter.com/JeffAllenUT Larry Kim [email protected] http://twitter.com/larrykim