2013 smx toronto paid search advertising in a multi device world
TRANSCRIPT
MOBILE ≠ FAD
MOBILE ≠ FAD MOBILE ≠ WINDOW SHOPPERS
MOBILE ≠ FAD MOBILE ≠ WINDOW SHOPPERS MOBILE ≠ TABLETS?
MOBILE IS… A WAY TO REACH THE NEXT GENERATION
MOBILE IS… A WAY OUT OF DECLINING SEARCH QUERIES
MOBILE IS… NO LONGER OPTIONAL (Thanks Google!)
WHY DO MULTIPLE DEVICES MEAN THE END OF THE WORLD??
Remember Megatron!?
AD SPACE IS LIMITED WE NO LONGER KNOW HOW TO BID TRACKING SUCKS FINGERS SIZE HAS INCREASED 42.9%* *made up jeffstistic
MOBILE OPTIMIZED LANDING PAGES TAKE TIME, ARE HARD TO SCOPE & NEGLECTED.
FIGHTING FAT FINGERS WITH MOBILE ADS
MOBILE OPTIMIZED CTA’S ONE CLICK BUYING, SIGN UP FROM YOUR PHONE, TRUSTED MOBILE SITE, STORE LOCATOR, 1 MINUTE CHECKOUT, CALL OR TEXT US, ORDER ON YOUR PHONE, EASY TO USE MOBILE SITE…
~25% MORE CLICK REAL ESTATE
CALL & SITELINK EXTENSIONS
OFFER EXTENSIONS
1. GO TO A CAMPAIGN 2. CLICK THE AD
EXTENSIONS TAB 3. CHOOSE TYPE OF
EXTENSION FROM DROP DOWN
4. CHOOSE UPGRADED 5. CHOOSE AD GROUP OR
CAMPAIGN
POST-ENHANCED CAMPAIGN BIDDING BIDDING
BID MULTIPLIERS AGGREGATE FOR MAX 10X KEYWORD BID.
TO GET TOTAL POSSIBILITIES MULTIPLY (LOCATIONS x SCHEDULING x DEVICES) (2 x 2 x 2) = 8 UNQ. BIDS
It’s quite simple, isn’t it.
GOOGLE SAYS: SET MOBILE BID MULTIPLIER = -20%
ALIGN MULTIPLIER WITH GOALS CPA OR ROAS? CAMPAIGN LEVEL OR DEVICE LEVEL?
MOBILE CPC WILL TAKE OFF JUNE, 2013
Thank You! Jeff Allen Hanapin Marke=ng @JeffAllenUT