1. Mobile Marketing Capabilities

2. •Evaluate Existing Campaigns
•Pursue Advanced Mobile Strategies
•Stay Ahead of the Curve

3. •Current Efforts
• Effective Now, or Need Testing / Evaluation?
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Conversion Rates
Lead Quality
Acceptable ROAS
•Future Opportunities
• Interactive Mobile Advertising (Games)
• In-App Advertising
• Develop and Market App

4. •Have All Relevant Channels Been Identified?
•Have Campaigns Been Established, Tested, and Refined
for Each Channel on the Appropriate Platforms?
•Are Established Campaigns Meeting ROAS Goals?
•What is the Current Reporting and Analysis Structure?

5. •Establish / Refine KPIs
• Impressions
• Click-thru-Rates
• Conversions
• Cost-per-Install (for apps)
•KPIs should be specific to platform, with industry-specific metrics
applied

6. •Audience – Mobile – Overview
• Summaries for PCs, Tablets, and Mobile Devices
•Audience – Mobile – Devices
• Top Level Comparison of Conversions
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Ensure that conversions can be completed on as many devices as possible
• Mobile Device Branding
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See what types of devices customers are using
Identify which brands have highest conversion rates
Determine best platform for Apps
• Operating Systems
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Ensure conversion rates are consistent across OS types

7. •Screen Resolution
• Can be provided to designers to ensure great layout
•Compare Typical GA Data Between PCs, Tablets for
Troubleshooting and Optimization Purposes
• Visitors
• Page Load Time
• Bounce Rate
• Pages Visited,
• Goals and Conversions
•Coming Soon: Cross-Device Conversion Reports!

8. •Google Adwords and Bing Ads
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Platform / Solution
Utilizing All Types with Appropriately Segregated
Campaigns?
• Search Results, Content Websites, In-App, Video
• A/B Testing
• Management of Bids Across Devices, Location, and Time
• Higher Bids for Mobile Users and Users within one mile
of location

9. •High Position Imperative
• CPCs Usually Lower than Desktop
• CTRs Usually Higher than Desktop
•Offers and CTAs Must Speak to Mobile Users
•Mobile-Optimized LPs
• Lightweight, load quickly
• Work with variety of mobile devices
•A/B Testing for Optimized Campaigns

10. •Ad Extensions – Click-to-Call and Location
•Use Sitelinks
• Campaigns with Sitelinks Have an Average 30%
Increase in CTR
•Use Dayparting to Optimize Campaigns

11. •Ad Copy Must Be Direct and Concise with
Explicit CTA
•Keywords in Ad Copy
•Balance Text with Images in Image Ads
•Animation 30 Seconds or Less with Brand,
Product, and CTA Always Clearly Identified

12. •Action-Oriented Keywords
•Broad Match Keywords (for Typing Errors)
• Require Careful Maintenance
•Close Variants for Phrase and Exact Match
•Long-Tail Keywords
• Average Search Query Length is Similar to PCs