Paid Search Advertising in a Multi Device World - 2013 Jeff Allen at SMX Toronto

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Hanapin Marketing

Tecnología Empresariales

MOBILE ≠ FAD
MOBILE ≠ WINDOW

SHOPPERS
MOBILE ≠ TABLETS?

MOBILE IS…

A WAY TO REACH THE

NEXT GENERATION

MOBILE IS…

A WAY OUT OF
DECLINING SEARCH
QUERIES

MOBILE IS…

NO LONGER OPTIONAL
(Thanks Google!)

WHY DO MULTIPLE DEVICES MEAN
T
H
E

END OF THE WORLD??

AD SPACE IS LIMITED
WE NO LONGER KNOW HOW TO BID
TRACKING SUCKS
FINGERS SIZE HAS INCREASED
42.9%*

*made up jeffstistic

MOBILE
OPTIMIZED
LANDING
PAGES TAKE
TIME, ARE
HARD TO
SCOPE &
NEGLECTED.

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…

CALL & SITELINK
EXTENSIONS

OFFER EXTENSIONS

1. GO TO A CAMPAIGN
2. CLICK THE AD
EXTENSIONS TAB
3. CHOOSE TYPE OF
EXTENSION FROM
DROP DOWN
4. CHOOSE UPGRADED
5. CHOOSE AD GROUP
OR CAMPAIGN

BID MULTIPLIERS AGGREGATE FOR
MAX
10X KEYWORD BID.

TO GET TOTAL POSSIBILITIES
MULTIPLY
(LOCATIONS x SCHEDULING x
DEVICES)
(2 x 2 x 2) =

8 UNQ. BIDS

GOOGLE SAYS:

SET MOBILE BID
MULTIPLIER = -20%

ALIGN MULTIPLIER WITH GOALS
CPA OR ROAS?
CAMPAIGN LEVEL OR DEVICE LEVEL?

Thank You!
Jeff Allen
Hanapin Marketing
@JeffAllenUT

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Paid Search Advertising in a Multi Device World - 2013 Jeff Allen at SMX Toronto

1. PPC SURVIVAL IN A MULTI-DEVICE WORLD @JeffAllenUT Jeff.Allen@hanapinmarketing.com

2. MOBILE ≠ FAD

3. MOBILE ≠ FAD MOBILE ≠ WINDOW SHOPPERS

4. MOBILE ≠ FAD MOBILE ≠ WINDOW SHOPPERS MOBILE ≠ TABLETS?

5. MOBILE IS… A WAY TO REACH THE NEXT GENERATION

6. MOBILE IS… A WAY OUT OF DECLINING SEARCH QUERIES

7. MOBILE IS… NO LONGER OPTIONAL (Thanks Google!)

8. WHY DO MULTIPLE DEVICES MEAN T H E END OF THE WORLD??

9. Remember Megatron!?

10. AD SPACE IS LIMITED WE NO LONGER KNOW HOW TO BID TRACKING SUCKS FINGERS SIZE HAS INCREASED 42.9%* *made up jeffstistic

11. MOBILE OPTIMIZED LANDING PAGES TAKE TIME, ARE HARD TO SCOPE & NEGLECTED.

12. FIGHTING FAT FINGERS WITH MOBILE ADS

13.

14. 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…

15. ~25% MORE CLICK REAL ESTATE

16. CALL & SITELINK EXTENSIONS OFFER EXTENSIONS

17. 1. GO TO A CAMPAIGN 2. CLICK THE AD EXTENSIONS TAB 3. CHOOSE TYPE OF EXTENSION FROM DROP DOWN 4. CHOOSE UPGRADED 5. CHOOSE AD GROUP OR CAMPAIGN

18. POST-ENHANCED CAMPAIGN BIDDING BIDDING

19.

20.

21.

22. BID MULTIPLIERS AGGREGATE FOR MAX 10X KEYWORD BID.

23.

24. TO GET TOTAL POSSIBILITIES MULTIPLY (LOCATIONS x SCHEDULING x DEVICES) (2 x 2 x 2) = 8 UNQ. BIDS

25. It’s quite simple, isn’t it.

26. GOOGLE SAYS: SET MOBILE BID MULTIPLIER = -20%

27. ALIGN MULTIPLIER WITH GOALS CPA OR ROAS? CAMPAIGN LEVEL OR DEVICE LEVEL?

28.

29. MOBILE CPC WILL TAKE OFF JUNE, 2013

30. Thank You! Jeff Allen Hanapin Marketing @JeffAllenUT

Paid Search Advertising in a Multi Device World - 2013 Jeff Allen at SMX Toronto

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Paid Search Advertising in a Multi Device World - 2013 Jeff Allen at SMX Toronto