ppc beyond search lisa raehsler ses new york 2012

New York | March 19–23

PPC Beyond Search: New Ad Formats, Display & Social Mobile PPC Lisa Raehsler Founder/ SEM Strategy Consultant Big Click Co.

New York | March 19–23, 2012 | #sesny

Agenda

•  Sta%s%cs on Mobile Landscape

•  How Mobile Search is Different

•  Set-‐Up Basics for Mobile Campaigns

• Mobile Adver%sing Op%ons in Adwords

•  Ad Formats

•  Targe%ng Op%ons

• Mobile Landing Pages

• Mobile Analy%cs


Mobile Is A Top Trend

•  By 2015, there will be more than 7.1 billion mobile devices in use.

• Web searches on mobile devices has grown 4x since 2010.

•  For 2012, IDC expects the U.S. mobile adver%sing market to almost double to $4.1 billion, largely because of web searches.

Sources: Pew Internet, “Generations and Their Gadgets,” February 2011; Google, “Mobile Internet & Smartphone Adoption”, IDC Research


Statistics: Mobile Usage

•  85% of Americans age 18+ have a mobile phone, including 68% of people over age 65.

•  Consumers are embracing tablets as the fourth screen hiXng 17% in the US.

Sources: Pew Internet, “Generations and Their Gadgets,” February 2011; Google, “Mobile Internet & Smartphone Adoption”


Statistics: Consumer Mobile Behavior

Google, “The Mobile Movement: Understanding Smartphone Users,” 2011


Statistics: Mobile Users Multi-task

Ac#vi#es engaged in while also using the Internet on

the smart phone

Google, “The Mobile Movement: Understanding Smartphone Users,” 2011


Mobile Search: How It’s Different

•  Local

–  1 in 3 mobile searches have local intent.

•  Shorter searches

– Mobile devices detect your loca#on

• Mul%-‐tasking

•  Immediate needs


Mobile Campaigns: Set-Up Basics

• Mobile only campaigns

•  Exclude mobile from the other campaigns

•  keyword list with shorter terms

• Mobile Landing page



Adwords



Adwords mobile campaign settings (Campaign Setting tab)


Mobile Campaigns: Keyword Research Adwords (keyword research tool)


Mobile Advertising Options: Adwords

Ad Placements

• Search engine

• Mobile Display Network

• Mobile Apps

• YouTube

Ad Formats

• Text

•  Image

• Video


Ad Formats: Sitelinks

• Makes site naviga%on easier

• Customize sitelinks for mobile: direc%ons, store locator, local messaging with geo-‐targe%ng


Ad Formats: Click-to-Call

•  Click-‐to-‐call allows users to click on phone number to call and connect with adver%sers directly.

•  Google says more than 500k adver%sers are currently using click-‐to-‐call.

•  They are seeing over 10 million calls per month.


Ad Formats: Hyper Local

•  Enhances the loca%on extensions ad format with a blue marker with the distance between the user and business.

•  Creates awareness the business is nearby and can drive more traffic to the store.

•  Users see the hyperlocal ads only if they’ve opted into sharing their loca%on on Google.com.

•  Users can also click to see where your business is located on a map and click-‐to-‐ call.

•  Hyperlocal distance informa%on is automa%cally enabled with exis%ng loca%on extensions.


Ad Formats: Click to Download

•  This ad format helps consumers right when they're searching for informa%on about an app.

•  Links them directly to the App Store or Android Marketplace to download.

•  Includes app icons and informa%on about the app in their ad unit.


Ad Formats: Search Ads in Mobile Apps

•  Targets searches within a mobile app for informa%on.

•  Ie. search for a restaurant nearby.


Ad Formats: Display Ads Banners on mobile content sites Banners on YouTube


Ad Formats: Display Ads

• The +1 bucon rolled out on display ads and text ads on mobile last Fall.


Targeting Options

Adwords mobile campaign settings (Campaign Setting tab)


Targeting Options

•  In Adwords placements tool check mobile app to see placements based on keywords


Mobile Landing Pages

• Since August 2011, Google has seen more than 50% increase in the number of AdWords adver%sers with mobile op%mized sites.


Mobile Landing Pages: Best Practices

•  Landing pages for mobile need to be mobile friendly is

•  Easy to view and navigate for users on mobile devices

•  Easy for mobile users to sign up, purchase, or convert.

•  Design for visibility and usability



•  Mobile users are oden short on %me

•  Design your site to load fast and make text easy to scan.

•  S%ck to the content and features mobile users need most.

•  Include bulleted lists for easy reading.

•  Keep images small for faster loading.



•  Make it Local

•  One of the top uses of mobile searches is consumers look for local informa%on

•  Have your address or store locator on the landing page.

•  Include maps and direc%ons.

•  Allow users to check stock at nearby stores.



•  Be Thumb-‐Friendly

•  Use larger bucons that are easy to press on touch screens.

•  Design your page so even large hands can easily interact with it.

•  Allow room between bucons to reduce accidental clicks.

•  Pad smaller bucons to increase the clickable area.

•  Pad check boxes by making the text clickable.



•  Keep your page layout simple for best visibility.

•  Create contrast between background and text.

•  Content should fit onscreen and can be read without pinching and zooming.

•  Allow scrolling in one direc%on only.

•  Use plenty of nega%ve space. Use size and color to indicate link/bucon priority.



•  Consider accessibility across all mobile devices and all handset orienta%ons.

•  Avoid Flash since it does not work on all devices.

•  Use HTML5 for interac%vity and anima%on.

•  Adapt your site for both ver%cal and horizontal orienta%ons.

•  Keep users in the same place when they change orienta%on.

Grrrr, I can’t see their site!



•  Use Mobile Site Redirects

•  A mobile site redirect is code that can detect mobile users and send them to the mobile-‐friendly version of your site.

•  Give users a choice to go back to the desktop site, but make it easy to return to the mobile site.

•  Let users choose which version they prefer to see for later visits.


Mobile Landing Pages: Conversion Tips

•  Make it easy to buy something or contact you.

•  Focus on informa%on that will aid conversion (i.e., product details).

•  Reduce the number of steps needed to complete a transac%on.

•  Keep forms short with the fewest number of fields.

•  Use check boxes, lists and scroll menus to make data entry easier.

•  Use Click-‐To-‐Call func%onality for all phone numbers.


Mobile Analytics: Google Analytics


Mobile Analytics: Adwords


Summary of Key Takeaways

• Mobile will con%nue to grow so extend your online adver%sing to mobile

•  U%lize the current knowledge and seXngs from Adwords (i.e ad extensions)

•  Understand mobile user behavior

•  Consider the device and how it will be used to search for you

•  Create mobile-‐friendly website experience


About Me

•  Founder and SEM Strategist, Big Click Co.

•  Pay-‐per-‐click management, specializing in

– Ecommerce

– Retarge%ng

• Managed dozens of PPC accounts at agencies and client side

•  Columnist, ClickZ hcp://j.mp/pOxChd

Contact me: [email protected] 612-424-1SEM

ppc beyond search lisa raehsler ses new york 2012

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