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

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PPC SURVIVAL IN A MULTI-DEVICE WORLD @JeffAllenUT Jeff.Allen@hanapinmarketing.com
MOBILE ≠ FAD
MOBILE ≠ FAD MOBILE ≠ WINDOW SHOPPERS
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??
Remember Megatron!?
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.
FIGHTING FAT FINGERS WITH MOBILE ADS
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…
~25% MORE CLICK REAL ESTATE
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
POST-ENHANCED CAMPAIGN BIDDING BIDDING
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
It’s quite simple, isn’t it.
GOOGLE SAYS: SET MOBILE BID MULTIPLIER = -20%
ALIGN MULTIPLIER WITH GOALS CPA OR ROAS? CAMPAIGN LEVEL OR DEVICE LEVEL?
MOBILE CPC WILL TAKE OFF JUNE, 2013
Thank You! Jeff Allen Hanapin Marketing @JeffAllenUT

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