2013 smx toronto paid search advertising in a multi device world
Paid Search Advertising in a Multi Device World - 2013 Jeff Allen at SMX Toronto
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Transcript of Paid Search Advertising in a Multi Device World - 2013 Jeff Allen at SMX Toronto
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MOBILE ≠ FAD
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MOBILE ≠ FADMOBILE ≠ WINDOW SHOPPERS
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MOBILE ≠ FADMOBILE ≠ WINDOW SHOPPERSMOBILE ≠ TABLETS?
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MOBILE IS… A WAY TO REACH THE NEXT GENERATION
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MOBILE IS… A WAY OUT OFDECLINING SEARCH QUERIES
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MOBILE IS… NO LONGER OPTIONAL(Thanks Google!)
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WHY DO MULTIPLE DEVICES MEAN THE
END OF THE WORLD??
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Remember Megatron!?
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AD SPACE IS LIMITEDWE NO LONGER KNOW HOW TO BIDTRACKING SUCKSFINGERS SIZE HAS INCREASED 42.9%*
*made up jeffstistic
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MOBILE OPTIMIZED LANDING PAGES TAKE TIME, ARE HARD TO SCOPE & NEGLECTED.
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FIGHTING FAT FINGERS WITH
MOBILE ADS
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MOBILE OPTIMIZED CTA’S ONE CLICK BUYING, SIGN UP FROM YOUR PHONE, TRUSTED MOBILE SITE, STORE LOCATOR, 1 MINUTE CHECKOUT, CALL OR TEXT US, ORDER ON YOUR PHONE, EASY TO USE MOBILE SITE…
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~25% MORE CLICK REAL
ESTATE
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CALL & SITELINK EXTENSIONS
OFFER EXTENSIONS
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1. GO TO A CAMPAIGN2. CLICK THE AD
EXTENSIONS TAB3. CHOOSE TYPE OF
EXTENSION FROM DROP DOWN
4. CHOOSE UPGRADED5. CHOOSE AD GROUP
OR CAMPAIGN
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POST-ENHANCED CAMPAIGN BIDDING
BIDDING
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BID MULTIPLIERS AGGREGATE FOR MAX10X KEYWORD BID.
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TO GET TOTAL POSSIBILITIES MULTIPLY (LOCATIONS x SCHEDULING x DEVICES)
(2 x 2 x 2) = 8 UNQ. BIDS
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It’s quite simple, isn’t it.
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GOOGLE SAYS:SET MOBILE BID MULTIPLIER = -20%
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ALIGN MULTIPLIER WITH GOALSCPA OR ROAS?CAMPAIGN LEVEL OR DEVICE LEVEL?
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MOBILE CPC WILL TAKE OFFJUNE, 2013
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Thank You!Jeff AllenHanapin Marketing@JeffAllenUT