2013 smx toronto paid search advertising in a multi device world

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 THE 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  Marke=ng  @JeffAllenUT