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It’s a Mobile WorldRichard Talbot & Katy Anna Mohan
AGENDA
Richard Talbot – Head of Paid SearchKaty Anna Mohan – Social Media Manager
@Tinderpoint@KatyAnnaMohan
Mobile Strategies for Search
• Mobile Keyword Research• Mobile Performance Analysis• Optimising Ad Copy for Mobile• Ad Extensions for Mobile
Social Media Advertising on Mobile
• Facebook: Made for Mobile• Creative Best Practices• Analysing Results• Twitter & Other Platforms
Stay Tuned for Our Competition!
Some of Our Clients
Mobile StrategiesFor Search Advertising
Capturing “Micro Moments”
1. Use AdWords Keyword Tool
2. Get the mobile breakout of these estimates
Keyword Research for Mobile
Examine campaign performance by device
Know How You are Performing on Mobile
Examine campaign performance by device
Know Your Existing Impact of Mobile
Mobile Preferred Ad Copy
Enhancing Your Mobile PPC
“Call Only” Mobile Ad
• Number to the fore
• 15 locations, but is there one near me?
• Removes the option to visit website from click
Mobile Optimised Ad
• Brand to the fore
• Short ad text to fit screen
• Location extensions – nearest crèche
Enhancing Your Mobile PPC
Mobile Ad Extensions
Enhancing Your Mobile PPC
Post-Click: Your Mobile Website
Social MediaAdvertising for Mobile
Mobile Phone Evolution
What’s the Link between Social Media and Marketing…
Marketing
Digital Marketing
Mobile
Social Media
What’s the Link between Social Media and Marketing…
• Mobile devices
Why Use Mobile for Social Media?
• Niche mobile apps
• News is being consumed on Social Media
• Variety of Platforms for all Audiences
• “Interactive” and “native” ads
Social Media Advertising Platforms
Objective Audience Budget Creative
Why do I need to Create a Mobile Ad?
Facebook/Instagram
Objective
Audience
Options Target AudienceLocation Ireland (excluding Louth)
Gender Female
Age 20-35
Relationship Status Married
Household composition Family-based Households
Parental Status Parents (Children 0-8) & Expectant parents
Life Events Newlywed / Engaged
Job Title Any
Who are We Trying to Target
Begin Targeting
Budget
Less than 20% Text
Creative: The Good
Carousel Adverts
Creative: The Bad
Desktop News Feed Mobile News Feed Desktop Right Column
1
2
Test, Test & Test Again
Desktop Mobile
How to Get the Most from Your Ads
Breaking Down Results…
Twitter TV Targeting
Tweet Copy
Image
CTA
Logo
Handle
Display URL
Headline
Twitter Ads
Twitter Event Targeting
New Social Media Platforms for Mobile
Strategy Online Advertising
Content Marketing SEO
Brand Monitoring Social Media
Analytics Design
Thank You!
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