5. Toronto | June 11–13, 2012 | #sesto
What to do with tablets
• Treat like desktop, for now.
Your logo here
@jeffallenUT
6. 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 ads
12-18 characters
•
Image ads
6:1 aspect ratio (max 7.5k)
4:1 aspect ratio (max 7.5k)
•
Website
XHTML, CHTML, WML
Your logo here
@jeffallenUT
7. Toronto | June 11–13, 2012 | #sesto
Create experiences engineered for mobile that are...
oddly useful.
Your logo here
@jeffallenUT
8. Toronto | June 11–13, 2012 | #sesto
Desktop
Vs.
Mobile
Your logo here
@jeffallenUT
9. Toronto | June 11–13, 2012 | #sesto
First crack at a mobile optimized site
Your logo here
@jeffallenUT
10. Toronto | June 11–13, 2012 | #sesto
First crack at a mobile optimized site
First mobile site performed
3x worse than desktop!
Your logo here
@jeffallenUT
11. Toronto | June 11–13, 2012 | #sesto
For this client, mobile experience meant direct
Your logo here
@jeffallenUT
12. Toronto | June 11–13, 2012 | #sesto
For this client, mobile experience meant direct
Results of new mobile site
• 10% immediate jump in CR
• 373% long-term increase in CR
• Justified a 3x increase in investment in mobile
Your logo here
@jeffallenUT
13. 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
17. 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
18. Toronto | June 11–13, 2012 | #sesto
Thank you!
More mobile resources are available at www.PPCHero.com
Jeff Allen
Account Director
Hanapin Marketing
jeff.allen@hanapinmarketing.com
Your logo here