The year (or years) of mobile is a phrase of the past. Your site and advertising efforts are either optimized for your users or they aren’t. There is no in-between. This presentation will discuss strategies you can utilize today to improve the quality of your mobile PPC presence.

2. GENERATING GREAT
MOBILE PPC RESULTS IN
2017
Matt Umbro, Associate Director of
Search at Hanapin Marketing &
Founder of PPCChat

3. @Matt_Umbro
Who Am I?
• In the PPC industry since 2007
• Founder of PPCChat
• Blogger, conference speaker, and
(hopefully) critical thinker

4. Agenda
1. The mobile paid search landscape
2. Analyzing mobile performance
3. Writing mobile paid ads
@Matt_Umbro

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*Graphs from Merkle Q4 2016 Digital Marketing Report

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*Graph from Merkle Q4 2016 Digital Marketing Report

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Critical Points
• Bid enough to be in position 2 or higher
• Set campaign level mobile bid adjustments, but in
higher impression ad groups, use bid modifiers
• If ±75% of impressions are coming from mobile,
consider creating a mobile only campaign

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Price Extensions
Visual
Sitelinks

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Wrapping Up…
• Mobile traffic continues to increase – mobile users
expect more from your advertising efforts
• Find out how mobile-centric your audience is
• You should be writing mobile preferred ads!

24. THANK YOU!
Questions, comments, or just say hello!
matt.umbro@hanapinmarketing.com