mobile ppc: driving & converting mobile traffic - jeff allen at ses toronto
DESCRIPTION
Jeff Allen at SES Toronto June 11-13, 2012 Toronto, CA Topic: Strategies for Mobile PPCTRANSCRIPT
Toronto | June 11–13
Mobile PPCDriving & Converting Mobile Traffic
Jeff AllenAccount [email protected]
Toronto | June 11–13, 2012 | #sesto
Your logo here @jeffallenUT
Toronto | June 11–13, 2012 | #sesto
Your logo here @jeffallenUT
Toronto | June 11–13, 2012 | #sesto
@jeffallenUT
Toronto | June 11–13, 2012 | #sesto
What to do with tablets
• Treat like desktop, for now.
Your logo here @jeffallenUT
Toronto | June 11–13, 2012 | #sesto
Should you care about feature phones?
Yes.
• They are anything that isn’t a Smart Phone.• 63% market share in 2011 for U.S. (Sarah Perez, techcrunch.com)
Technical Requirements
• Text ads12-18 characters
• Image ads6:1 aspect ratio (max 7.5k)4:1 aspect ratio (max 7.5k)
• WebsiteXHTML, CHTML, WML
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Toronto | June 11–13, 2012 | #sesto
Create experiences engineered for mobile that are... oddly useful.
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Toronto | June 11–13, 2012 | #sesto
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Vs. Desktop Mobile
Toronto | June 11–13, 2012 | #sesto
First crack at a mobile optimized site
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Toronto | June 11–13, 2012 | #sesto
First crack at a mobile optimized site
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First mobile site performed3x worse than desktop!
Toronto | June 11–13, 2012 | #sesto
For this client, mobile experience meant direct
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Toronto | June 11–13, 2012 | #sesto
For this client, mobile experience meant direct
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Results of new mobile site• 10% immediate jump in CR• 373% long-term increase in CR• Justified a 3x increase in investment in mobile
Toronto | June 11–13, 2012 | #sesto
Mobile investment has paid off
• After 7 months of testing and iterating mobile
• 18% of all leads come from mobile devices
• 33% higher conversion rate than desktop
• Near identical CPL as desktop
Your logo here @jeffallenUT
Toronto | June 11–13, 2012 | #sesto
Segment by audience
Toronto | June 11–13, 2012 | #sesto
Sign in with Twitter of Connect with Facebook
Toronto | June 11–13, 2012 | #sesto
Use location!
Toronto | June 11–13, 2012 | #sesto
Engage via text
• Instead of call us or fill out contact form, “text with representative right now!”
Your logo here @jeffallenUT
Toronto | June 11–13, 2012 | #sesto
Thank you!
More mobile resources are available at www.PPCHero.com
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Jeff AllenAccount DirectorHanapin [email protected]