PowerPoint Presentation

Adwords for Mobile

twitter.com/skipedia

I never leave home without it

Mobile has overtaken desktop

Mobile data is growing very fast

Target users by intent

Lower Cost/Conversion than interruptive

You cannot rely on organic traffic

Why use Adwords for Mobile?

Organic results below the fold

Mobile Organic results even lower

Fewer organic clicks on mobile7.4% of clicks were below the 4th organic listing v. 16% on a desktop

22% fewer clicks went to the no.1 organic listing on a mobile v. desktop

19.2% of page clicks went to the top two sponsored text ads v. 14.5% on a desktop

Source: moz.com (https://goo.gl/ev7mGu)

Mobile organic search slowing

So, you need Adwords for Mobile

but how do you get the most out of it?

Desktop does not equal mobile

A mobile click is different

Source: Google (https://goo.gl/gf3Idb)

Mobile Conversion Rates are lowerSource: Smart Insights (http://goo.gl/a4jdII)

So you need to do things differently

Tip: Optimise your site for mobile

Tip: Change your Conversion WindowTools -> Conversions -> Conversion Window

Tip: Set bid adjustment for mobileSettings -> Devices -> Bid Adjustment

Tip: Set bid adjustment for mobile

Tip: Use Ad Extensions

Tip: Use Ad Extensions

Ad Extensions -> Sitelinks extensions

Sitelinks Extensions

Callout Extensions

Structured Snippet Extensions

Call Extensions

Advantages of Call Extensions Call extensions can increase click-through rates 6-8%

Makes it easier for users to call

You can count calls within Conversions

You can set numbers to appear only when your business can take calls

Tip: Tailor your Ads to mobile

Tip: Tailor your Ads to mobile

Tip: Use Mobile-sized Display Ads

Adwords for MobileOptimise for mobileChange your Conversion WindowSet Bid Adjustments for mobileUse Sitelinks ExtensionsUse Site Snippet ExtensionsUse Callout ExtensionsUse Call ExtensionsTailor your Ads for mobileUse Mobile-sized Display Ads

twitter.com/skipediaAdwords for Mobile

Presented by Iain MartinSkipedia Travel Marketing

May 2016