Mobile PPC Trends During UK Sports Events. Ben Wightman Latitude Digital Marketing

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1 Mobile PPC Trends During UK Sports Events Ben Wightman Latitude Digital Marketing

2 UK Mobile Trends 32 million smartphone owners in the UK 75% of year olds own a smartphone 69% ownership in year olds 11/22/2012 1

3 UK Mobile Trends Source: Google, Our Mobile Planet 11/22/2012 2

4 UK Mobile Trends 32% of British Football Fans follow the sport on Mobile 20% of Fans use Mobile to access breaking news stories, rising to 32% in the age range Source: Global Sports Media Consumption Report 2012, PERFORM, KantarSport, TV Sports Markets 11/22/2012 3

5 UK Mobile Trends Source: Latitude Internal Data 11/22/2012 4

6 Cheltenham Source: Latitude Internal Data 11/22/2012 5

7 Cheltenham Stats What were mobile users searching for? brand terms Festival race keywords Cheltenham gold cup, gold cup runners, Cheltenham free bets Top Ad Creatives Moneyback specials Free bets Source: Latitude Internal Data 11/22/2012 6

8 24 th June: Euro Exit Source: Latitude Internal Data 11/22/2012 7

9 24 th June: PPC Stats What were mobile users searching for? brand terms fixture specific terms England Italy bets bet in play themed terms Top Ad Creatives Ask questions Feature betting specials Source: Latitude Internal Data 11/22/2012 8

10 The Olympics 35.00% Olympics: 1 st August % PPC Clicks by Device 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Aug 11/22/2012 9

11 Olympics PPC Stats What were mobile users searching for? Primarily brand terms Low search vols for olympic bets Goodwood bets Top Ad Creatives Free bets Sitelinks for specific events Source: Latitude Internal Data 11/22/

12 Top Tips Segment Mobile PPC campaigns from Desktop & Tablet campaigns. It is impossible to optimise KPI performance otherwise. Monitor the sporting events calendar closely and be agile with bid optimisations before and immediately after events. Weekend / Evening + Televised coverage is a winning combination for Mobile click vols. Mobile, not Desktop, is now the priority device for these events. Ditch the generic ad creative. Event specific ad creative achieves superior click-through rates. Got a mobile optimised website? Use mobile specific calls to action to tell searchers they will get a good mobile experience on your site. 11/22/

13 Thank You Ben Wightman

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