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Marketing in the Moment takes a look at Google's challenges of multi-device tracking and marketing to individuals rather than queries. My presentation from the PANMA event at SEER interactive takes a look at the problem, and gives a few ideas of how you can use new Google tools (and Enhanced Campaigns) to capture users "in the moment"
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marketing in the momentusing the web to reach your audience 24/7
aaron levy @bigalittlea
@bigalittlea
how many devices do you use to go
online?
average us household? 5.7 internet connected
devices (!!!)
*source – NPD Group
start the day with your
tablet, probably
wake up, grab some
breakfast and read the news
lets be serious, nobody wants to talk on the
train
you guys would never do this right?
unless you’re on the schuylkill
discussing important business
things, take your tablet for notes
boring meeting is
booooooring
lunchtime beer?
aggressive move.
it‘s business time
repeat cycle
home sweet home
time for yoga
#couchpose
time for bed = time to sign off
we don’t use devices at the same time
or for the same things
use your own font
design your own
template
design your own
template
everybody shares with everybody
design your own
templateenter enhanced
campaigns
design your own
template
The real reason why I think the
tablet thing happened…?
some people don’t like enhanced campaigns
avg. cpc’s increase 6% in 2 months*
google stock increases
15%...
*source: adobe digital marketing study
success in a multi-device “enhanced”
world
#1 – set goals
no, seriously.
#2 – make your website work, and
work well. i mean really well
google will penalize your
quality score for a bad mobile site
#3 - pick your marketing mix, have
assets to support everything
lets make banners
ooh shiny logo
make sure our
ceo’s head is on
there
one re-marketing ad
is enough right?
design your own
template
pre-roll in-search
in-displaycompanion
ad? tracking? ahhhhhh!
#4 – what ad shows what person and
what keyword
computer & tablet
search? same as it ever was
high volumehigh bids
high profits!
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ads dominate
mobile serps
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template
bid modifier ftw
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template
#5 - create mobile specific ads with mobile specific landing pages
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#6 – extend your ads with adwords
extensions
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enhanced sitelinksawesome! but...
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mega sitelinks!
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call extensions
can sleep at night!
image extensions #ooohshiny
#7 – be a creep
the fun has just begun
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bid modifiers (+ regular bidding)
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template
modify bids +1800%
(!!!)
or -100% (exclude)
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template
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3 steps to prepare for the future
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design your own
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design your own
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aaronl@seerinteractive.com
about.me/aaronlevy@bigalittlea
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