1. PPC SURVIVAL IN A
MULTI-DEVICE WORLD
@JeffAllenUT
Jeff.Allen@hanapinmarketing.com

2. MOBILE ≠ FAD

3. MOBILE ≠ FAD
MOBILE ≠ WINDOW SHOPPERS

4. MOBILE ≠ FAD
MOBILE ≠ WINDOW SHOPPERS
MOBILE ≠ TABLETS?

5. MOBILE IS…
A WAY TO REACH THE
NEXT GENERATION

6. MOBILE IS…
A WAY OUT OF
DECLINING SEARCH QUERIES

7. MOBILE IS…
NO LONGER OPTIONAL
(Thanks Google!)

8. WHY DO MULTIPLE DEVICES MEAN THE
END OF THE WORLD??

9. Remember
Megatron!?

10. AD SPACE IS LIMITED
WE NO LONGER KNOW HOW TO BID
TRACKING SUCKS
FINGERS SIZE HAS INCREASED 42.9%*
*made up jeffstistic

11. MOBILE
OPTIMIZED
LANDING PAGES
TAKE TIME, ARE
HARD TO SCOPE
& NEGLECTED.

12. FIGHTING FAT FINGERS WITH
MOBILE ADS

14. MOBILE OPTIMIZED CTA’S
ONE CLICK BUYING, SIGN UP FROM YOUR
PHONE, TRUSTED MOBILE SITE,
STORE LOCATOR, 1 MINUTE CHECKOUT,
CALL OR TEXT US, ORDER ON YOUR
PHONE, EASY TO USE MOBILE SITE…

15. ~25% MORE
CLICK REAL ESTATE

16. CALL & SITELINK
EXTENSIONS
OFFER EXTENSIONS

17. 1. GO TO A CAMPAIGN
2. CLICK THE AD
EXTENSIONS TAB
3. CHOOSE TYPE OF
EXTENSION FROM DROP
DOWN
4. CHOOSE UPGRADED
5. CHOOSE AD GROUP OR
CAMPAIGN

18. POST-ENHANCED CAMPAIGN BIDDING
BIDDING

22. BID MULTIPLIERS AGGREGATE FOR MAX
10X KEYWORD BID.

24. TO GET TOTAL POSSIBILITIES MULTIPLY
(LOCATIONS x SCHEDULING x DEVICES)
(2 x 2 x 2) = 8 UNQ. BIDS

25. It’s
quite
simple,
isn’t
it.

26. GOOGLE SAYS:
SET MOBILE BID
MULTIPLIER = -20%

27. ALIGN MULTIPLIER WITH GOALS
CPA OR ROAS?
CAMPAIGN LEVEL OR DEVICE LEVEL?

29. MOBILE CPC WILL TAKE OFF
JUNE, 2013

30. Thank
You!
Jeff
Allen
Hanapin
Marke=ng
@JeffAllenUT