mobile ppc strategy
DESCRIPTION
Learn how to properly set up your Google Adwords campagns to make the most of mobile searches on your top keywords - geo-target, link to phone numbers and more!TRANSCRIPT
![Page 1: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/1.jpg)
MobilePPC: What YouNeed to Know
Sydney, 2011By: Cindy Krum, Mobile Moxie
@MobileMoxie on Twitter
![Page 2: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/2.jpg)
![Page 3: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/3.jpg)
This is Important
![Page 4: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/4.jpg)
This is Important
![Page 5: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/5.jpg)
This is Important
![Page 6: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/6.jpg)
So What Is It?
![Page 7: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/7.jpg)
Mobile Paid Search Ads:
Feature Phones
![Page 8: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/8.jpg)
8
Mobile Paid Search Ads:
Smart Phones
![Page 9: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/9.jpg)
Smart Phone & Traditional Ads
Feature Phone
![Page 10: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/10.jpg)
How Are These Different?
![Page 11: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/11.jpg)
Click to Call
• Used to be on Just Feature Phones• Now Works on Smart Phones Too• Can be Tracked– Set up Separate Phone Numbers– Call Tracking – Mongoose Metrics– AdWords will Show You CTR on Phone Numbers
• Can be Geo-Specific– Add Location- Specific Number in Each Ad
![Page 12: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/12.jpg)
Feature Phone Options
12
![Page 13: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/13.jpg)
Import Local Address & Phone Data
![Page 14: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/14.jpg)
![Page 15: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/15.jpg)
![Page 16: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/16.jpg)
How do I Set it Up?
![Page 17: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/17.jpg)
![Page 18: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/18.jpg)
![Page 19: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/19.jpg)
![Page 20: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/20.jpg)
![Page 21: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/21.jpg)
![Page 22: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/22.jpg)
![Page 23: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/23.jpg)
What is the Strategy?
![Page 24: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/24.jpg)
Keyword Strategies
• Shorter More Generic• Less Need for Exact or Phrase
Match• CTR is Frequently High, Even
When Relevance is Low– Especially if you Offer a Unique
Mobile Service– People Still Happy to Learn abt New
Mobile Services
![Page 25: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/25.jpg)
http://www.mobilemoxie.com/mobile-tools/keyword-research/
![Page 26: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/26.jpg)
• Popular: Sports, Celebrity, News, Wallpapers, Videos, Ring Tones
• Reinforce Mobile Friendliness:– ‘Mobile Optimized,’ ‘4 Ur Phone,’ ‘Mobile Ready,’
‘iPhone Ready’
• Text Speak:– ‘Try it 4 Free,’ ‘Ur GF is Hot!’
Messaging Strategies
![Page 27: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/27.jpg)
Day-Parting for Mobile
27
Times for Ads Can be Set:
![Page 28: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/28.jpg)
![Page 29: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/29.jpg)
After the Click:Landing on Your Site
• Mobile Landing Page– Mobile Form• Email Sign Up/ Opt In• SMS Sign Up/ Opt In• Contact Form
– Mobile Coupon– Click to Call– Click to Download
![Page 30: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/30.jpg)
• Driving Traffic to an Application– Segment by Carrier and Handset (Duh!)– App Downloads are Much Higher on Weekends
• Driving Traffic to Google Places– Geo Target for Multiple Locations– No Need for a Website– Phone Numbers will be Enabled– Have a Good Google Places Page
After the Click:Landing Elsewhere
![Page 31: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/31.jpg)
Summary: Do this Tomorrow
• Turn iPhone Ads Unless they are going to mobile pages
• Must bid in position 1-4 or you won’t be seen• Quality Score is more focused on CTR – Write
compelling ad copy!• Display Urls should inspire confidence:– www.YourDomain.com/mobile– www.YourDomain.com/iPhone
www.Rank-Mobile.com 31
Mobile Paid Advertising - Quick Wins:
![Page 32: Mobile PPC Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d1920b4c9052c5a8b583c/html5/thumbnails/32.jpg)
Cindy KrumCEO & [email protected]/Skype/Twitter: SuzzicksFollow @MobileMoxie720-231-7277www.MobileMoxie.com