ses new york - driving mobile traffic: seo &ppc

New York | March 19–23

Jason WellsCEO, [email protected]: @logmycallsTwitter: @jasonrwells

Driving Mobile Traffic: SEO & PPC

mailto:[email protected]

New York | March 19–23, 2012 | #sesny

Why Mobile MattersThe Evolution…

Your logo here @logmycalls

Enormous Tiny Enormous Again

http://www.youtube.com/watch?v=rWfqkrAM8IY


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


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


Why Mobile Matters1. It is SCARY Effective• 9 out of 10 mobile searchers take action after a

smart phone search - Google, 2011

• 7 out of 10 mobile searchers take action within 1 hour – Mobile Marketer, 2011

2. Room for Growth• Roughly 52% of people with mobile phones still

DON’T have smartphones – Nielsen, 2012

• “It is still very early in the mobile business,” Larry Co-Founder, Google, Oct. 2011, New York Times.

• Massive room for growth• The business world is largely unaware of

mobile’s possibilities, even fewer are utilizing mobile marketing effectively.


2010 2011 2012 2013 2014 2015 20160

2

4

6

8

10

12

0.71.4

2.6

4.3

6.4

8.6

10.6

U.S. Mobile Ad Spend (Bil-lions)

$ Bi

llion

Source: Morgan Stanley, 2011


Why Mobile Matters3. ‘Buying’ Demographics Use Mobile• The young and those with money to burn wealthy have

smartphones.



Why Mobile Matters4. 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.



Why Mobile Matters

Your logo here @twitterhandle

• 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.


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


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


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


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


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


Mobile PPC Smartphone vs. Tablet

• Smartphone Do’s

• Click-to-call or map-to-location

• Use new HTML5 ad formats (multi-panel, Interstitials etc.)

• Smartphone Don’ts

• Flash

• Long Ad Copy

• Tablet Do’s

• Rich media landing pages

• Video advertising

• Ad formats that take advantage of screen size (be careful of image scaling)

• Tablet Don’ts

• Click-to-call

@logmycalls


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.



PPC and SEO: Mobile Differences• The most common result and goal of

mobile search and PPC is a phone call.

• Action Following Mobile Search • 52% make a phone call

• 42% access maps and directions

• 5% search for additional information

• For LOCAL mobile search the number is even higher!

• 61% of the time – Source: Google


CallMaps

Info Other

Source: xAd, 2011


Mobile PPC for SmartphonesRemember: 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

ses new york - driving mobile traffic: seo &ppc

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