Mobile ads, including those displayed on tablet devices, are growing faster and are more popular than ever, with some estimates suggesting they make up as much as 30% of all paid search volume. But mobile users have different needs and wants than desktop users, so your campaigns must be designed accordingly. This session features a discussion of the issues, and strategies and tactics you’ll need to succeed in a multi-device, always-on world
Google PPC Legacy Deadline - July 22nd 2013
Manny Rivas, Account Manager, aimClear (@mannyrivas)
Must Have Reports & Metrics
- Device, GEO & Time of Day
- Separating your CPC by GEO is a good way to look at data
- Separating your CPC by Device (CTR, CPA, CPC)
- Separating your CPC by Day of Week/Hour of Day
- Legacy to Enhanced Timeline
- Separate by GEO so you can bid by Region
- Use negative (-100%) mobile to remove mobile search
- just mobile search low desktop and mobile (300%)
- Quality Score Tracking Scripts
- Account Level Quality Score (tracking script for this)
- Ad Performance Report (tracking script for this)
- Keyword Performance Report (tracking script for this)
Alistair Dent, Head of PPC, Periscopix (@periscopix)
- People don't care what device they use to get to you anymore
- look at from the point are they "in" (home static) or "out" (on the move mobile)
- don't guess multipliers, use conversion rates for this
- need to look at multipliers for high st retailer:
- keyword
- proximity
- opening hours
- need to look at multipliers for professional services:
- keyword
- device
- time of day
- need to look at multipliers for google diuesssplay network
- page content
- website domain
- browsing history
Jason Spievak, CEO, RingRevenue, Inc. (@spievak)
- 90% of consumers search on one device and purchase on a different device
- when basket value is over £100 people usually use phone - research online purchase offline
- people pay more for call than click due to calls converting at a much higher percentage
Bill Dinan, President, Telmetrics (@Telmetrics)
- PC Search and Mobile Search are totally different
- Mobile customers look to:
- location/stock
- map/directions
- reservations
- 66% of uk mobile users do not have brand/product/service in mind when searching
- directions, locations, phone numbers for mobile ads
- Mobile used more for find and contact businesses
- Tablets used for for price comparison etc
