Jeff Allen at SES Toronto June 11-13, 2012 Toronto, CA Topic: Strategies for Mobile PPC

1. Mobile PPC
Driving & Converting Mobile Traffic
Jeff Allen
Account Director
jeff.allen@hanapinmarketing.com
Toronto | June 11–13

2. Toronto | June 11–13, 2012 | #sesto
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@jeffallenUT

3. Toronto | June 11–13, 2012 | #sesto
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4. Toronto | June 11–13, 2012 | #sesto
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What to do with tablets
• Treat like desktop, for now.
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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
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7. Toronto | June 11–13, 2012 | #sesto
Create experiences engineered for mobile that are...
oddly useful.
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Desktop
Vs.
Mobile
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First crack at a mobile optimized site
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First crack at a mobile optimized site
First mobile site performed
3x worse than desktop!
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11. Toronto | June 11–13, 2012 | #sesto
For this client, mobile experience meant direct
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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
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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
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@jeffallenUT

14. Toronto | June 11–13, 2012 | #sesto
Segment by audience

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Sign in with Twitter of Connect with Facebook

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Use location!

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Engage via text
• Instead of call us or fill out contact form, “text with representative right now!”
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@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
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