Google adwords-enhanced-campaigns-explained
description
Transcript of Google adwords-enhanced-campaigns-explained
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• Who are Push and what do we do?
• The EXPLOSION of mobile.
• Enhanced Campaigns Explained.
• Strategies for maximising success.
• The importance of Responsive Design.
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• Who are Push and what do we do?
• The EXPLOSION of mobile.
• Enhanced Campaigns Explained.
• Strategies for maximising success.
• The importance of Responsive Design.
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Push have been at the forefront of online marketing since 2005.
• We have taken start-ups to over £1m turnover in less than 12 months.
• A Google Adwords specialist since 2005 and an accredited Google certified partner.
• Delivered successful social media campaigns on Facebook since 2009.
• Designed & launched over 250 websites
• Greater London based design and marketing team. Our offices are 5 minutes from M25/M40 junction.
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See what our clients have to say......
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We hold key Google & Bing accreditations.
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Internet Advertising Spend is Dominated by Search
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Search is dominated by Google
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• Who are Push and what do we do?
• The EXPLOSION of mobile.
• Enhanced Campaigns Explained.
• Strategies for maximising success.
• The importance of Responsive Design.
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Question
Why would business want to make it difficult
for 1 In 4 of their website visitors to come to
their website?
Many businesses are currently getting as
much as 25% of their visitors viewing their
sites on mobile devices such as Iphones and
other smart phones.
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Mobile Explosion…
• Companies realised they needed websites circa 1996.
• History is now repeating itself – This year (2013) mobile internet will be more widely used then PC’s.
• Mobile payment, commerce and banking are making it easier to electronically transact via mobile.
• 40% of users have turned to a competitor’s site after a bad mobile experience.
• Google - Large advertisers early in 2012 found only 21% have launched a mobile site.
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Marketing to mobile devices.
• Think about your own behaviour.
• Marketers have a broad mix of mobile tactics planned in 2013: – 52% plan to create a mobile- or tablet-optimized website
– 48% plan to increase engagement in mobile advertising
– 41% hope to develop a mobile app
– 39% are planning to market a mobile app
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Mobile is taking off.
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Think about your own behaviour.....
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Big ‘game changer’ in retail
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Mobile is transforming everyday buying decisions
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Mobile is local.
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Surveys show that UK businesses are slow in designing for mobile.
Have you designed your website specifically for either of the following?
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The opportunity gap
• 44% of retailers expect mobile revenues to overtake online (AIM/IAB/IMRG)
• 64% of UK retailers don't have a mobile site (mBlox) !!!!
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...& it will just keep growing
• By 2015 there will be more searches on mobile devices than PCs & laptops.
• M-commerce set to account for almost 25% of online purchases by 2017 (Verdict)
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• Who are Push and what do we do?
• The EXPLOSION of mobile.
• Enhanced Campaigns Explained.
• Strategies for maximising success.
• The importance of Responsive Design.
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Google have introduced Enhanced Campaigns for Adwords.
Google’s objective is to make it easier for
advertisers to promote marketing messages
based on people’s context such as
• .... their location
• .... the device they are using (PC/Tablet/Mobile)
• .... the time of day
all within a single campaign.
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Enhanced Campaigns Explained.
• Up till now, it was considered best practice to create separate campaigns for mobile and desktop targeting.
• This effectively doubled the advertiser’s workload as well as the complexity associated with managing the campaigns.
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Enhanced campaigns
• PAST - One of the reasons for separating mobile and desktop campaigns was the ability to specify different keywords.
• NOW – With EC, it’s not possible to target device- or tablet-only campaigns.
i.e. You cannot stop an increasing number of visitors looking at your site on a mobile device!!!
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• Who are Push and what do we do?
• The EXPLOSION of mobile.
• Enhanced Campaigns Explained.
• Strategies for maximising success.
• The importance of Responsive Design.
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Three strategies to respond to Enhanced Campaigns.
1. Do nothing.
2. Build a mobile site.
3. Change your main website design to a responsive design.
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1. Do nothing.
• In this instance you risk an ever increasing proportion of your current site visitors viewing your website on a mobile device.
• If your current site is not optimised for mobile they will have a less than ideal experience.
• Mobile visitors are likely to just ‘click away’ (and potentially take a look at a competitor).
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2. Build a Mobile site.
• Dedicated mobile site.
• Mobile friendly experience regardless of a user visiting from an iPhone, Android phone, Blackberry etc.
1. User visits via PC/Mac they see your main website.
2. User visits via a tablet they see your main website.
3. User visits via a smart phone they see your mobile site.
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2. Build a Mobile site.
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• Who are Push and what do we do?
• The EXPLOSION of mobile.
• Enhanced Campaigns Explained.
• Strategies for maximising success.
• The importance of Responsive Design.
![Page 32: Google adwords-enhanced-campaigns-explained](https://reader034.fdocuments.net/reader034/viewer/2022051818/54bd5b7c4a7959bb788b45b6/html5/thumbnails/32.jpg)
Responsive Design
• Rather than having your own main site (for PCs) and a separate dedicated mobile site make just ONE website.
• A single RESPONSIVE site will adapt to the device regardless of whether it’s a PC, Mac, Ipad, Nexus, Ipad mini, Android phone, Blackberry etc.
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• If you are thinking about moving to a new platform, having a major design update or just changing your site now is the time to implement Responsive Design.
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Example of Responsive Design.
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Contact Push to find out more.
• www.pushgroup.co.uk
• 0203 005 9877