There's no denying that mobile devices are a mainstay in today's society and becoming more popular every year. But capturing the most value out of mobile advertising can be a challenge. Some still question it - why should I advertise on mobile? Do they really work? But here's an even better question - why wouldn't you want to? Hanapin digital advertising experts, Rachael Law and Roopa Carpenter, discuss best practices for mobile PPC advertising and new opportunities on the way to help increase your success for mobile ads. You'll get expert-level PPC tips like: *Best practices on ad writing, formatting and optimization, and extensions *How to choose the best performing ads *New features coming out for mobile PPC Get these best practices for better mobile PPC advertising today!

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How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
Why Not
Mobile?
Best
Practices
for Smashing
Mobile PPC
Ads
HOSTED
BY:

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Presenters
• Roopa Carpenter
– Account Manager at Hanapin Marketing
– @RoopaCarpenter
• Rachael Law
– Account Manager at Hanapin Marketing
– Blogger at PPC Hero

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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

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Agenda
● Why Mobile?
○ The Hard Numbers
○ Industry Insights
● Best Practices
○ Ad Copy
○ Ad Extensions
○ Landing Pages
● What’s New
○ Google
○ Hero Pro

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Why Mobile? It’s All in the Numbers
Mobile advertising is continuing to grow, although its rate of growth may
be slowing down.
• YoY Mobile experienced the most impression growth at 60%
• Global mobile ad spend increased 105% last year
• Global mobile ad spend expected to increase another 75.1% this year

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Why Mobile? That’s Where You’ll Find Them
Statistics pulled by Super Monitoring, reveal that the majority of us have
mobile phones in our lives:
• 91% of all people have a cellphone; 56% own a smart phone
• 50% of mobile phone users use mobile as their primary Internet source
• For e-commerce: 80% of consumers plan to conduct mobile e-commerce in
the next 12 month

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Mobile and Retail Go Hand in Hand
www.SuperMonitoring.com

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The Value in Mobile may not be the
Actual Sale

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Should I Advertise on Mobile?
Depends on your industry…
Users search for / research products and services differently

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Think With Google
Mobile in the Purchase Journey
Google studied users around the globe to understand how smart
phones impact the purchase journey
This tool gives you the option to select your industry and other
parameters to generate graphs
http://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html

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Think With Google

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Think With Google
Our Mobile Planet
http://www.thinkwithgoogle.com/tools/
our-mobile-planet.html

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Google Analytics
Model Comparison Tool

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Takeaway: Do Your Research
It’s worthwhile to learn how your customers are using their
mobile devices in their purchase journey.
While these tools probably won’t give you takeaways right
now, it can give you a better understanding of mobile use in
your industry

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Live Poll Question #3
#3 – What’s your most utilized mobile PPC tactic?
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a) Sitelinks
b) Ad Copy
c) Landing Pages
d) Call Extensions
e) All of the Above

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Best Practices: Ad Copy
Quick Tips on Writing the Mobile Ad Copy
• Keep it short & sweet: Headline should be keyword rich but
brief
• Following your keyword rich headline, should be a description of
the benefits of your product or service (think of what the user
wants)
• Have an appropriate Call to Action: “Call Now” can work
wonders

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Best Practices: Ad Extensions
Call Extensions
Use them if you can!
Test showing just the call
extension vs. call extension and
website URL

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Best Practices: Ad Extensions
Location Extensions
● If you have a brick & mortar store, mobile users might just
be trying to find where you are
● Average of 10% increase CTR with location extensions
(unless people were clicking on your ad to find your store)

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Best Practices: Ad Extensions
Sitelinks
● Mobile sitelinks send users directly to a relevant page,
reducing the amount of browsing on their mobile devices.
Send them to best selling products, etc.
● Average of 30% increase CTR with sitelinks
● Segment existing sitelinks by device to see which ones
are best for desktop & mobile

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Best Practices: Landing Pages
Mobile Optimized Pages
Send your mobile users to a page that is visually appealing
when viewed on a smart phone!!!

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A Quick Start to Mobile Preferred Ads
● Look at the performance of existing ads in your account as a starting
point for mobile preferred ads
● Segment your ads by device type (Interface or pivot table)

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Check out Mobile Performance
● After your segment your data, you’ll be able to see how each ads
performs on desktop/tablet vs. mobile
● So you think that based on the performance below that this would be
the best ad to opt into mobile preferred, but is it really?

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Don’t make the wrong assumption
● Most of us utilize optimize for clicks or optimize for conversions (unless
ad testing), but do you know that when we use these options Google
only looks at overall data?
● So what does that mean? When a user is searching on their mobile
device, Google does not optimize to show the best performing mobile
ad. Likewise, Google does not optimize to show the best performing
desktop ad for a desktop user.
OMG!

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● The ad that was showing based on optimizations for clicks
● This is a deleted ad from the same ad group
Here’s an Example:

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Here it is Short & Sweet
1. Go through your ad copy and segment by device
1. Find your best ad based on mobile CTR
1. Find your best ad based on desktop & tablet CTR
1. If these happen to be the same ad then great, no need to create a
mobile preferred ad
1. If these are two different ads, then the ad with the best mobile CTR
should be turned into a mobile preferred ad (just select mobile)
1. Lastly, pause all other ads so you have your best mobile ad showing
as mobile preferred, and your best desktop/tablet ad showing on all
devices.

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So What’s New

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Google: New App Ads
● New mobile app promotion features will be launched across AdWords in
search ads, Google Display Network, and YouTube.
● Google will look at information on how consumers interact with apps,
and then provide keyword suggestions to advertisers to gain the most
app installations.
● This information will allow advertisers to targets users based on their
behavior (ex. apps they use, frequency of use, in app purchases)

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New Mobile App Ads cont.
More than 80% of apps are used once. The new ad feature will have “app
deep linking capabilities” to drive searchers directly to pages in an app to
encourage further engagement.

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New Hero Pro Script: Mobile Ad Checker
● Systematically search all your Ad Groups
to check if they have mobile ads running
● Quickly fix any mobile ad overwrites
performed by AdWords Editor
● http://pro.ppchero.com/tools/scripts-
library

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Need Help?
Would you like help with your PPC accounts and management?
I’m interested in:
o PPC Management: We handle the day-to-day management of
your PPC account.
o Account Audit: We review your account for optimizations.
o PPC Retainer: We handle only specific needs within your
account.
o FREE Solutions Blueprint: We look at your account and provide
analysis and consultation (For accounts with $20K+ in adspend).

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing
(for accounts greater than $20K/mo in adspend):
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