This presentation on Driving Mobile Traffic: SEO and PPC was given by ContactPoint CEO Jason Wells on March 21, 2012 at SES New York.
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SES New York - Driving Mobile Traffic: SEO &PPC
1. Driving Mobile Traffic: SEO & PPC
Jason Wells
CEO, ContactPoint
jason@logmycalls.com
Twitter: @logmycalls
Twitter: @jasonrwells
New York | March 19–23
2. New York | March 19–23, 2012 | #sesny
Why Mobile Matters
The Evolution…
Enormous Tiny Enormous Again
Your logo here @logmycalls
3. New York | March 19–23, 2012 | #sesny
Why Mobile Matters
• There are 6.8 billion people on the planet. 5.1
billion own a mobile phone. 4.2 billion own a
toothbrush.
Unysis, 2011
• It takes 90 minutes for the average person to
respond to an email. It takes 90 seconds for the
average person to respond to a text message.
CTIA.org, 2011.
• 91% of all U.S. citizens have their mobile phone
within arms reach 24/7.
Morgan Stanley, 2011
Your logo here @logmycalls
4. New York | March 19–23, 2012 | #sesny
Why Mobile Matters
• Late January 2012
• 48% of all mobile subscribers own a smart phone
• December 2011
• 44% of all mobile subscribers own a smart phone
• January 2011
• 31% of all mobile subscribers own a smart phone
• 69% of those who bought phone in that last 3
months bought a smart phone
• In the 18-34 age group, the number is 80%
Source: Nielsen, 2012
Your logo here @logmycalls
5. New York | March 19–23, 2012 | #sesny
Why Mobile Matters
1. It is SCARY Effective U.S. Mobile Ad Spend (Billions)
12
• 9 out of 10 mobile searchers take action after a 10.6
smart phone search - Google, 2011 10
8.6
• 7 out of 10 mobile searchers take action within 8
1 hour – Mobile Marketer, 2011 6.4
$ Billion
6
4.3
2. Room for Growth 4
2.6
• Roughly 52% of people with mobile phones still 2 1.4
0.7
DON’T have smartphones – Nielsen, 2012
0
• “It is still very early in the mobile business,” 2010 2011 2012 2013 2014 2015 2016
Larry Co-Founder, Google, Oct. 2011, New York Times. Source: Morgan Stanley, 2011
• Massive room for growth
• The business world is largely unaware of
mobile’s possibilities, even fewer are
utilizing mobile marketing effectively.
Your logo here @logmycalls
6. New York | March 19–23, 2012 | #sesny
Why Mobile Matters
3. ‘Buying’ Demographics Use Mobile
• The young and those with money to burn wealthy have
smartphones.
Your logo here @logmycalls
7. New York | March 19–23, 2012 | #sesny
Why Mobile Matters
4. Growth of Mobile Search (and consequences)
• Mobile search will surpass desktop search within by 2014 or 2015.
Google, 2011.
• “Mobile search is definitely going to surpass desktop search,” Scott
Huffman, Dir. of Engineering, Google, New York Times , Apr. 2011.
• In three years time, desktops will be irrelevant,” John Herlihy, VP of
Global Ad Operations, Google, Digital Landscapes Conference, 2010.
AND YET
• The VAST majority (65% to 75%) of small businesses don’t have a mobile
site or landing page.
• Many (35% to 44%) of medium and large businesses don’t have a
mobile site or landing page.
Your logo here @logmycalls
8. New York | March 19–23, 2012 | #sesny
Why Mobile Matters
• It is important we fully ‘figure
out’ mobile now.
• Are we measuring the right things?
• What are the goals of mobile marketing?
• Are our landing pages, websites and calls
to action optimized?
• Where do GeoSocial tools and landing
pages fit?
• We need to find answers to these
things NOW or we will be left behind.
Your logo here @twitterhandle
9. New York | March 19–23, 2012 | #sesny
Mobile PPC Fundamentals
• Before Getting Started
• What’s your goal? Define your mobile
conversion. Lead-Gen, App Download, Buy
Now, Phone Call or In-Store Visit
• Clean slate? Don’t assume any similarities
with desktop campaigns
• Are landing pages mobile ready? Emulate
devices and browsers. Compatibility
Android 2.x and iOS 3.x and later.
• Target platforms and devices? Are your
products specific to a device or OS
• Mobile analytics? Capturing device and
browser info is critical to success @logmycalls
10. New York | March 19–23, 2012 | #sesny
Mobile PPC Fundamentals
• Getting Started
• Separate your mobile campaign from
desktop campaign
• Keywords, Ad Groups, Landing Pages and
Offers are distinctively different
• Exclude Adwords content network to
start
• Bid for position 1-5 to be on page one
• Many searches will end up with only
positions 1-3 on page one
@logmycalls
11. New York | March 19–23, 2012 | #sesny
Mobile PPC Keyword Strategies
• Mobile searches include more misspellings and shorter
keyword phrases
• Start broad to discover mobile keyword phrases then use
negative keywords and phrase matching to optimize
• Do mobile specific research using advanced options and filters
12. New York | March 19–23, 2012 | #sesny
Mobile PPC Bid Strategies
• Lower bids/ higher
conversions are possible:
• Geo-targeting
• Take advantage of
location awareness
• Device Targeting
• Tablets, smartphones,
wi-fi and carriers
• Day-Parting
• Desktop off-hours are
mobile on-hours
@logmycalls
13. New York | March 19–23, 2012 | #sesny
Mobile PPC Ads and Offers
• “Sell the click” more than ever
• Short Ad Copy: Mobile audiences
have even shorter attention spans
• Instant Gratification
• Call, buy, download NOW
• “1-click actions”
• Consider mobile specific offers
• Free works better than cheap
• Deep discounted limited time
@logmycalls
14. New York | March 19–23, 2012 | #sesny
Mobile PPC Smartphone vs. Tablet
• Smartphone Do’s • Tablet Do’s
• Click-to-call or map-to- • Rich media landing
location pages
• Use new HTML5 ad • Video advertising
formats (multi-panel, • Ad formats that take
Interstitials etc.) advantage of screen
• Smartphone Don’ts size (be careful of
• Flash image scaling)
• Tablet Don’ts
• Long Ad Copy
• Click-to-call
@logmycalls
15. New York | March 19–23, 2012 | #sesny
PPC and SEO: Mobile Differences
• In mobile PPC and SEO the most common action is phone
call.
• User intent is different (decision v. research)
• Mobile clicks are still selling slightly below marketing value.
• By default, Google ads will be syndicated to mobile devices.
You can assess success and then either change settings or
create new campaigns.
Your logo here @twitterhandle
16. New York | March 19–23, 2012 | #sesny
PPC and SEO: Mobile Differences
• The most common result and goal of
mobile search and PPC is a phone call.
• Action Following Mobile Search
Info Other
• 52% make a phone call
• 42% access maps and directions Maps Call
• 5% search for additional information
• For LOCAL mobile search the number
Source: xAd, 2011
is even higher!
• 61% of the time – Source: Google
Your logo here @twitterhandle
17. New York | March 19–23, 2012 | #sesny
Mobile PPC for Smartphones
Remember: Mobile users absorb information
quickly and tend to make phone calls. They
want CONCISE everything.
Remember: Everything you know about PPC
still works BUT targeting mobile can reach a
whole new level of effectiveness.
Remember: Just like with desktop PPC, look
at the data.
Remember: By default PPC campaigns are
syndicated through mobile devices. Evaluate
and consider disabling syndication and then
changing settings or running separate mobile
campaigns.
@twitterhandle
Editor's Notes
What’s your goal? Not every goal type is conducive to mobile advertising. For example: Lead-gen should be simple click-to-call not forms. App downloads need to be device specific. In-store visit needs to consider geo-location. Make sure you have metrics for all conversations.Mobile Ready Pages. Need to completely rethink landing pages and website navigation for mobile. Most elements don’t overlap.Mobile analytics. Google and other have decent mobile analytics for web pages and apps. There are some emerging mobile analytics providers that give deeper insight than Google Analytics (see Bango.com)
Example of brands doing mobile right. Zynga, Amazon, Nike, Victoria’s Secret.Mobile ready websites, simplified clicks, rich media, mobile specific PPC campaigns