Mobile Paid Search Best Practices

Transcription

1 Mobile Paid Search Best Practices

2 Introduction Inbound Marketing Manager at Cisco Previously in the agency world Writer for Search Engine Land, SEMRush and ASPE-ROI Speaker at SES, Internet Summit, ClickZLive, SMX, Hero Summit and DMFB

3 Why Mobile for Paid Search?

4 Why Mobile for Paid Search? If your site is NOT mobile friendly you can lose organic mobile search traffic Is your site mobile friendly?

5 The Barrier Is Now Broken

6 Mobile Is Key To Customer Engagement Mobile has to be a factor in the overall customer buying journey Critical to be there when people are searching on mobile devices Need to capitalize on phone calls as a conversion from mobile

7 But Who Said Mobile Was Easy?

8 Key Takeaways How to develop a mobile PPC strategy How to create mobile campaigns Understand the mobile experience Best practices for mobile landing pages What s new in AdWords for mobile

9 What s Different With Mobile? Less inventory No top, right rail for ads 1-2 ad positions at the most Description text limited Ad copy has to be very precise On the go, making decisions Has to speak to pain points Look at things from the mobile perspective Less hopping more focus on landing page

10 Creating A Mobile PPC Strategy

11 Conversions Brand To Demand Download a PDF Fill out a form Phone call Download a white paper Easy on desktop, not on mobile Rethink the overall user experience

12 Phone Calls Are The New Black

13 Phone Calls More Valuable Impacts outcomes and behaviors across other channels

14 But Forms Need Too Last week, Google unveiled an enhancement to its autocomplete attribute in Chrome that will make it easier for users to fill out forms on a mobile devices. Essential for businesses where filling out forms is an important conversion metric. Google is strongly encouraging the use of this new attribute.

15 Developing Mobile PPC Strategy Pick a campaign to test Consider one that is top performer Replicate the campaign for mobile This will allow you to segment your data more effectively Set bid adjustment to 300% Set bid adjustment to desktop campaign to -100%

16 How Does This Look?

17 Optimize Your Ads For Mobile On mobile devices, your mobile-optimized text ad will be given preference over standard text ads. This also optimizes your ad extensions as well.

18 A Note About Extensions AdWords optimizes your ad to show the highest performing text Due to limited space and inventory If you have ad extensions that perform well on mobile, those may appear in your ad to show potential customers the most relevant information

19 But Then How To Make My Ad Copy Work? First, create your extensions Use short but sweet description lines Still best practice to create a second description line, if you text ad performs better than you extensions Ensure strong call to action Keep description lines under 35 characters Use mobile-preferred option What performs best will be what is served

20 It s Critical To Create A User Friendly Mobile Experience

21 What s The Difference? Mobile Friendly Mobile Optimized Responsive

22 Mobile Friendly Mobile friendly sites display accurately between desktop and mobile or tablet. Will appear smaller on a phone, but is functional Many developers view mobile friendly as a best practice for all website development.

23 Mobile Optimized Mobile optimized sites is slightly more advanced than mobile friendly sites. The site will automatically reformat itself for mobile devices. Larger navigation buttons that is friendly on the thumb Content is reformatted to display correctly Images are optimized for mobile Larger size touch points Allows users to engage more with the site, and can allow for a faster purchasing decision

24 Responsive Design Method of developing a web site that is flexible independent of the type of device. The website automatically adjusts itself based on the screen size of the device. Google has indicated it now prefers sites that are responsive But responsive is not always the easiest or best option Requires significant development effort Change in normal design mindset Content foundation Designing within what you currently have Have to think mobile-ly

25 Mobile Landing Pages Different behavior on websites than on mobile devices Providing desktop versions of your website on a mobile device results in a less than positive user experience Design pages specifically for the mobile experience

26 Landing Page Best Practices Headlines should be short Less than four words 1. Consider using pages that are image driven Ensure that all actions can be performed on the page Have the product information visible Ensure page is easy to navigate Eliminate the need to scroll as much as possible

27 Landing Page Best Practices Call to action Strong and immediate Keep form fills short Think about time to purchase One shot deal

28 What s New? Call Only Campaigns Announced in February 2015 Call-only campaigns are optimized for mobile devices that can make phone calls You only pay for clicks that have the potential to end up in a phone call. Bidding can be based on the value of the call. Can develop a target bidding strategy focus on specific goals

29 Benefits of Call Only Campaigns Phone number is at the top of the ad Prominent call button A click = phone call Ability to create more targeted ads

30 AdWords App On Android View campaign statistics, update budgets, perform optimizations AdWords Express available - but not available for regular AdWords accounts

31 Inside AdWords Latest Innovations May 5 th - Watch live on the Inside AdWords Blog Mobile updates plus some new enhancements to AdWords

32 Thank you!