paid search advertising in a multi device world - 2013 jeff allen at smx toronto
TRANSCRIPT
MOBILE ≠ FAD
MOBILE ≠ FADMOBILE ≠ WINDOW SHOPPERS
MOBILE ≠ FADMOBILE ≠ WINDOW SHOPPERSMOBILE ≠ TABLETS?
MOBILE IS… A WAY TO REACH THE NEXT GENERATION
MOBILE IS… A WAY OUT OFDECLINING SEARCH QUERIES
MOBILE IS… NO LONGER OPTIONAL(Thanks Google!)
WHY DO MULTIPLE DEVICES MEAN THE
END OF THE WORLD??
Remember Megatron!?
AD SPACE IS LIMITEDWE NO LONGER KNOW HOW TO BIDTRACKING SUCKSFINGERS 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 CAMPAIGN2. CLICK THE AD
EXTENSIONS TAB3. CHOOSE TYPE OF
EXTENSION FROM DROP DOWN
4. CHOOSE UPGRADED5. CHOOSE AD GROUP
OR CAMPAIGN
POST-ENHANCED CAMPAIGN BIDDING
BIDDING
BID MULTIPLIERS AGGREGATE FOR MAX10X 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 GOALSCPA OR ROAS?CAMPAIGN LEVEL OR DEVICE LEVEL?
MOBILE CPC WILL TAKE OFFJUNE, 2013
Thank You!Jeff AllenHanapin Marketing@JeffAllenUT