Mobile PPC: Driving & Converting Mobile Traffic - Jeff Allen at SES Toronto

Toronto | June 11–13

Mobile PPCDriving & Converting Mobile Traffic

Jeff AllenAccount Directorjeff.allen@hanapinmarketing.com

Toronto | June 11–13, 2012 | #sesto

Your logo here @jeffallenUT

Toronto | June 11–13, 2012 | #sesto

Your logo here @jeffallenUT

Toronto | June 11–13, 2012 | #sesto

@jeffallenUT

Toronto | June 11–13, 2012 | #sesto

What to do with tablets

• Treat like desktop, for now.

Your logo here @jeffallenUT

Toronto | June 11–13, 2012 | #sesto

Should you care about feature phones?

Yes.

• They are anything that isn’t a Smart Phone.• 63% market share in 2011 for U.S. (Sarah Perez, techcrunch.com)

Technical Requirements

• Text ads12-18 characters

• Image ads6:1 aspect ratio (max 7.5k)4:1 aspect ratio (max 7.5k)

• WebsiteXHTML, CHTML, WML

Your logo here @jeffallenUT

Toronto | June 11–13, 2012 | #sesto

Create experiences engineered for mobile that are... oddly useful.

Your logo here @jeffallenUT

Toronto | June 11–13, 2012 | #sesto

Your logo here @jeffallenUT

Vs. Desktop Mobile

Toronto | June 11–13, 2012 | #sesto

First crack at a mobile optimized site

Your logo here @jeffallenUT

Toronto | June 11–13, 2012 | #sesto

First crack at a mobile optimized site

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First mobile site performed3x worse than desktop!

Toronto | June 11–13, 2012 | #sesto

For this client, mobile experience meant direct

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Toronto | June 11–13, 2012 | #sesto

For this client, mobile experience meant direct

Your logo here @jeffallenUT

Results of new mobile site• 10% immediate jump in CR• 373% long-term increase in CR• Justified a 3x increase in investment in mobile

Toronto | June 11–13, 2012 | #sesto

Mobile investment has paid off

• After 7 months of testing and iterating mobile

• 18% of all leads come from mobile devices

• 33% higher conversion rate than desktop

• Near identical CPL as desktop

Your logo here @jeffallenUT

Toronto | June 11–13, 2012 | #sesto

Segment by audience

Toronto | June 11–13, 2012 | #sesto

Sign in with Twitter of Connect with Facebook

Toronto | June 11–13, 2012 | #sesto

Use location!

Toronto | June 11–13, 2012 | #sesto

Engage via text

• Instead of call us or fill out contact form, “text with representative right now!”

Your logo here @jeffallenUT

Toronto | June 11–13, 2012 | #sesto

Thank you!

More mobile resources are available at www.PPCHero.com

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Jeff AllenAccount DirectorHanapin Marketingjeff.allen@hanapinmarketing.com