PPC Goes Mobile

Why you should be doing mobile PPC,

how to do it, and how not to screw it up.

contact: robert@trafficado.com

@robert_brady #SLCSEM

• About Me

– Managing PPC accounts since 2005

– Google AdWords Certified Partner

– Microsoft Accredited Professional

– Director of PPC & Conversion at Trafficado

@robert_brady #SLCSEM

Why Should I Do Mobile PPC?

@robert_brady #SLCSEM

• Because your customers are going mobile

@robert_brady #SLCSEM

• And it’s not just young people either

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• Local mobile searches get customers

http://img2.yp.com/radiant/radiant_assets_36330_Nielsen_advertisers.pdf

@robert_brady #SLCSEM

How Much Volume Does Mobile PPC Really Have?

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http://searchengineland.com/report-affirms-strong-q4-search-growth-in-2011-offers-additional-insights-108404

• February 2012 – 17.5 billion searches - Comscore

@robert_brady #SLCSEM

• Client

– Visitors’ bureau for large US city

• Question

– Is there search volume on mobile devices we aren’t capturing?

• Goal

– Increase traffic gained from Google Grants account

• Constraint

– $1.00 maximum CPC bid

Case Study

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• Strategy

– Find ad groups with avg. CPC under $1.00 in campaigns targeting desktops & tablets

– Clone ad groups into a new campaign targeting only mobile devices

– Emphasize free visitor’s guide (available as PDF, app or online) in ad copy

Case Study

@robert_brady #SLCSEM

Desktop & Tablet Mobile % Difference

Clicks

6,501 1,068 +16.4%

Impressions

280,844 74,830 +26.6%

CTR

2.31% 1.43% -38.1%

Avg. CPC

$0.72 $0.66 -8.3%

Avg. position

3.03 1.55 +49%

Case Study

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What’s Different About Mobile PPC?

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• More mobile search on holidays

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• New Years terms

– Slow buildup

– Peaks on Dec. 31

– Drops off immediately

@robert_brady #SLCSEM

• More mobile search on holidays

• More mobile search on weekends

@robert_brady #SLCSEM

LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3

Desktop Search by Day of Week

@robert_brady #SLCSEM

LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3

Mobile Search by Day of Week

@robert_brady #SLCSEM

• More mobile search on holidays

• More mobile search on weekends

• More mobile search in the evening

@robert_brady #SLCSEM

LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3

Desktop Search by Time of Day

@robert_brady #SLCSEM

LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3

Mobile Search by Time of Day

@robert_brady #SLCSEM

• More mobile search on holidays

• More mobile search on weekends

• More mobile search in the evening

• Less ad real estate

@robert_brady #SLCSEM

“Above the fold” Bottom of the page

@robert_brady #SLCSEM

• More mobile search on holidays

• More mobile search on weekends

• More mobile search in the evening

• Less ad real estate

• Getting users to convert can be easier (if a call is what you want)

@robert_brady #SLCSEM

“Above the fold” Bottom of the page

@robert_brady #SLCSEM

• More mobile search on holidays

• More mobile search on weekends

• More mobile search in the evening

• Less ad real estate

• Getting users to convert can be easier (if a call is what you want)

• Mobile users have different intent

@robert_brady #SLCSEM

@robert_brady #SLCSEM

@robert_brady #SLCSEM

@robert_brady #SLCSEM

@robert_brady #SLCSEM

@robert_brady #SLCSEM

@robert_brady #SLCSEM

@robert_brady #SLCSEM

• Takeaways

– Increased smartphone adoption will continue to drive mobile PPC growth

– You could be missing an additional 7-16% of search traffic by neglecting mobile

– Mobile PPC currently has less competition

– Users can be converted quickly & easily

@robert_brady #SLCSEM

Email: robert@trafficado.com

LinkedIn: www.linkedin.com/in/robertallenbrady

Twitter: @robert_brady

Blog: www.righteousmarketing.com

Thank You

@robert_brady #SLCSEM