Are you doing it right? Dos and don'ts of mobile ppc

1. Are You Doing It Right?
DOs & DON‘Ts of
Mobile PPC
Crystal (Anderson) O‘Neill
@Crystala
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2. Important:
‘Mobile’ =full browser devices in
today’s preso!
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3. #1 – Don’t:
Launch without a strategy
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4. Mobile searchers DO NOT behave
like desktop searchers
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6. They search at different times
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8. They search for different ‗stuff‘
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9.  64% of smartphone owners are now using their mobile devices to shop
online
 74% of smartphone owners used their devices to get directions and other
location-related information as of February 2012 — up from 55% last
May
 44% access the site of a retailer where they typically shop
 34% downloaded a retailer‘s app
 24% search for a coupon to use at checkout or use a barcode-scanning
app to comparison shop
Sources: (Source: eDigitalResearch and Portaltech Reply, 2012) (Source: Pew Research Center, 2012) (Source: Nielsen, 2012)
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10. Do:
Some research.
Get to know the mobile searcher.
Use what you know to develop
your strategy.
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11. #2 – Don’t:
Use your desktop conversion
for your mobile conversion
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12. We just saw mobile searchers
don‘t behave or search like
desktop searchers …
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13. So don‘t give them
the same thing!
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14. Desktop Ad
Mobile Ad
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15. Desktop Ad
Mobile Ad
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16. Do:
Combine your knowledge of
mobile searchers + your
business to determine your best
mobile conversion
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17. #3 – Don’t:
Group all devices together
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18. One of the biggest money wasters
we see auditing accounts is
targeting ALL devices
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20. Do:
Segment your campaigns by
device
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21. Bonus Do:
Test granular segmenting of
Mobile campaigns
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23. #4 – Don’t:
Be lazy & replicate your
desktop keywords
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24. Mobile keypads are TINY
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25. Do:
Remember the ‗Fat Finger
Syndrome‘ & include
Broad & MBM to capture
all the misspellings
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26. Bonus Do:
Remember people are generally
‗mobile‘ & looking for ‗fast‘ info
when using mobile devices …
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27. So focus on short tail terms!
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28. #5 – Don’t:
Duplicate your desktop ads
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29. Do:
Utilize extensions like
call & location
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31. #6 – Don’t:
Forget a mobile device
is a phone
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32. It‘s the most obvious but often
forgotten …
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33. This is a true story …
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34. Increased Mobile
Conversions over
400% year over year!
Ran Call
Extensions & Launched
Mobile Site Call Only
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35. Do:
Remember people use their
mobile devices to make calls
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36. #7 – Don’t:
Use your desktop bids
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37. Don‘t assume you‘ll have the
same (or cheaper) CPCs because
the mobile space is newer and
less competitive …
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40. Do:
Remember there is limited space
for Mobile ads
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41. Bonus Do:
Use AdWords keyword tool to pull
mobile cpc estimates
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43. #8 – Don’t:
Set & Forget
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44. Position 3, 4 or 5 may be optimal
in desktop campaigns but it‘s
pretty much non-existent for
mobile ads!
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45. Do:
Adjust bids often – competition is
fierce!
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46. #9 – Don’t:
Send Mobile Traffic
To Your Website
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47. Nothing is worse than seeing a
great mobile ad and then being
sent here ….
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51. Say hello to:
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52. Do:
Send ads to mobile friendly pages
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53. Bonus Do:
Use Google‘s GoMo host
of free tools
www.howtogomo.com
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56. #10 – Don’t:
Replicate Desktop Landing
Pages
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57. Do:
Use Mobile Site Best Practices!
Keep it simple
Focus on conversion
Use mobile features, like click to call
Think ―tap-able‖ not ―click-able‖
Use vertical navigation
Page size & load time matters
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61. Bonus Do:
Use GoMo‘s mobile site builder to
get started - free for 1 year!
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63. That was A LOT.
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64. Slides can be found here:
Come chat after!
OR
Tweet me: @crystala
Email me: Crystala@seerinteractive.com
Thank you!
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