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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
New York | March 19–23, 2012 | #sesny
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
New York | March 19–23, 2012 | #sesny
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”
New York | March 19–23, 2012 | #sesny
Statistics: Consumer Mobile Behavior
Google, “The Mobile Movement: Understanding Smartphone Users,” 2011
New York | March 19–23, 2012 | #sesny
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
New York | March 19–23, 2012 | #sesny
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
New York | March 19–23, 2012 | #sesny
Mobile Campaigns: Set-Up Basics
• Mobile only campaigns
• Exclude mobile from the other campaigns
• keyword list with shorter terms
• Mobile Landing page
New York | March 19–23, 2012 | #sesny
Mobile Campaigns: Set-Up Basics
Adwords
New York | March 19–23, 2012 | #sesny
Mobile Campaigns: Set-Up Basics
Adwords mobile campaign settings (Campaign Setting tab)
New York | March 19–23, 2012 | #sesny
Mobile Campaigns: Keyword Research Adwords (keyword research tool)
New York | March 19–23, 2012 | #sesny
Mobile Advertising Options: Adwords
Ad Placements
• Search engine
• Mobile Display Network
• Mobile Apps
• YouTube
Ad Formats
• Text
• Image
• Video
New York | March 19–23, 2012 | #sesny
Ad Formats: Sitelinks
• Makes site naviga%on easier
• Customize sitelinks for mobile: direc%ons, store locator, local messaging with geo-‐targe%ng
New York | March 19–23, 2012 | #sesny
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.
New York | March 19–23, 2012 | #sesny
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.
New York | March 19–23, 2012 | #sesny
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.
New York | March 19–23, 2012 | #sesny
Ad Formats: Search Ads in Mobile Apps
• Targets searches within a mobile app for informa%on.
• Ie. search for a restaurant nearby.
New York | March 19–23, 2012 | #sesny
Ad Formats: Display Ads Banners on mobile content sites Banners on YouTube
New York | March 19–23, 2012 | #sesny
Ad Formats: Display Ads
• The +1 bucon rolled out on display ads and text ads on mobile last Fall.
New York | March 19–23, 2012 | #sesny
Targeting Options
Adwords mobile campaign settings (Campaign Setting tab)
New York | March 19–23, 2012 | #sesny
Targeting Options
• In Adwords placements tool check mobile app to see placements based on keywords
New York | March 19–23, 2012 | #sesny
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.
New York | March 19–23, 2012 | #sesny
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
New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• 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.
New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• 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.
New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• 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.
New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• 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.
New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• 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!
New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• 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.
New York | March 19–23, 2012 | #sesny
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.
New York | March 19–23, 2012 | #sesny
Mobile Analytics: Google Analytics
New York | March 19–23, 2012 | #sesny
Mobile Analytics: Google Analytics
New York | March 19–23, 2012 | #sesny
Mobile Analytics: Adwords
New York | March 19–23, 2012 | #sesny
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
New York | March 19–23, 2012 | #sesny
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