Reflect Digital's Mobile Paid Search Workshop from The Business Show November 2012

1. Mobile Advertising:
Intermediate
By Becky Campbell - MD
@ReflectDigital
22nd November 2012

3. Search Engine Market Share
UK – 91% UK – 5% UK – 2% UK – 1% UK – 0.4%
US – 61% US – 15% US – 17% US – 3% US – 4%
Source: The E Word October 2012

4. Why Mobile?
Smartphones have over 50% of
the mobile phone market in the
UK. The state of European mobile search advertising
In 2011 Google's share of paid
clicks from mobile devices had
increased 280% from 2010.
The state of European mobile search advertising
One half of all local searches are
performed on mobile
deviceshttp://blog.hubspot.com/blog/tabid/6307/bid/33314/23-Eye-Opening-
Mobile-Marketing-Stats-You-Should-Know.aspx#ixzz2CPJL8dLj

5. Growth of Mobile
Mobile internet usage is projected
to overtake desktop internet usage
by 2014
http://blog.hubspot.com/blog/tabid/6307/bid/33314/23-Eye-Opening-Mobile-
Marketing-Stats-You-Should-Know.aspx#ixzz2CPILKEnc
Mobile ad spend is up 132% to
£181.5m in the first half of 2012
http://econsultancy.com/uk/b log/10848-­­iab-­­mobile-­­ad-­­ spend-­­up-­­132-­­to-
­­181-­­5m-­­in-­­ first-­­half-­­of-­­2012
There are now 1.2 billion mobile
web users worldwide
http://www.digitalbuzzblog.com/infographic-2012-mobile-growth-statistics/

6. Mobile and Social
91% of mobile internet access is for
social activities, versus just 79% on
desktops. http://blog.hubspot.com/blog/tabid/6307/bid/33314/23-
Eye-Opening-Mobile-Marketing-Stats-You-Should-Know.aspx#ixzz2Cetno9Wn
Over 1/3 of Facebook's users
access Facebook Mobile; 50% of
Twitter's users use Twitter Mobile.
http://blog.hubspot.com/blog/tabid/6307/bid/33314/23-Eye-Opening-Mobile-
Marketing-Stats-You-Should-Know.aspx#ixzz2Ceu9IhmN

7. Mobile devices
Mobile market share:
iOS (Apple devices) 59.87%
Android (Google smartphones) 27.35%
Java ME (used by Nokia) 8.04%
Blackberry 1.67%
Symbian (previously used by Nokia) 1.51%
Windows Phone 0.81%
It’s estimated that there will be one billion smart
mobile devices in use globally between
December 2012 and June 2013. The State of European Mobile
Search Advertising 2012

8. Mobile Design

9. Good Mobile Design
Easy to navigate with search
function and clickable
department area
No need to zoom, website is
aligned for mobile
Large icons used to display
products with a simple form to
select colour/size/quantity.

10. Good Mobile Design
Social icons clearly displayed
Large icons used to display products
with simple form to select
colour/size/quantity.
You can use your analytics to work
out what pages are more important
to mobile users and the % of traffic
you are receiving from which
devices to help you design your
mobile site.

11. Non Mobile Sites
Traditional desktop sites are hard to view on
mobile phones
The site is not justified to fit the screen, so
zooming and selecting categories can be
frustrating
A mobile site should be simple and only
include necessary features
46% of consumers are unlikely to return to a
mobile site if it didn't work properly during
their last visit.http://blog.hubspot.com/blog/tabid/6307/bid/33314/23-Eye-
Opening-Mobile-Marketing-Stats-You-Should-Know.aspx

12. AdWords for Mobile

13. Terminology
Campaign This defines the daily budget, language, geographic scope and networks
where ads are displayed.
Ad An individual ad within the AdGroup
AdGroup A group of ads within a campaign
Impressions The number of times your ad has been seen
CPC Cost per click
CTR Click through rate
Cost/Conv Cost per conversion
Broad Match Google matches ads based on any words within the phase searched
Broad Match By inseting a ‘+’ before each word in the phrase that must be included
Modifier within the users search term, Google also substitutes misspellings and
similar words
Phrase Match Ad is only shown if the phrase is included within the users search
Negative Keywords Best example of this is ‘Free’

14. AdWords
How to set up a mobile campaign?
Set up your campaign as you would normally then click on
the settings tab and select the campaign you would like to
change

15. AdWords
How to set up a mobile campaign?
Click on the edit
button next to the
devices section

16. AdWords
How to set up a mobile campaign?
Here you will be able to select the device that you would like
your campaign to run on

17. Setting up a campaign…Keyword
Research
Keyword
Research is
vitally important
to any paid
search
campaign.
The keyword
tool allows you
to research the
estimated CPC’s
and Volume.

18. Good AdCopy
The AdCopy for
Smarsh does
not include ad
extensions and
there is no call
to action.
The Egress Ad is
personalised in
the way it has
been written,
the display URL
is targeted and
the sitelinks
offer more
choice.

19. Ad Preview Tool
This tool allows
you to test how
you ads appear
depending on
location and
device.

20. Ad Formats
Mobile Text Ads
What are text ads?
These are the same as standard ads, they
contain three lines of text and a URL
They can be customised to target mobile
users
Reach users across all platforms (mobile and
tablet)
They can be used as a separate mobile
campaign- Mobile only campaigns help drive
around an 11.5% increase in mobile click-
through rates source: Google ads

21. Ad Formats
Mobile Ads Click-to-Download
What is click-to-download?
It allows you to promote your mobile
apps in the search results as well as
sites on the Google Display Network
The ads link to your Google Play
Store or iTunes App Store allowing
users to download your app
The app icon will appear in the ad
automatically

22. Ad Formats
Mobile Ads Click-to-Call
What is click-to-call?
A click-to-call action can be used on
the ad to allow the user to call your
business directly
A clickable phone number gives a 6-
8% increase in click-through rates
A more qualified lead

23. Ad Formats
Mobile Ads Location Extensions
What are location extensions? Research shows…
These can help grow your business
especially if you are a shop owner
They include your phone number,
clickable directions and the
distance the person is away from
your shop
Easy to set up, just link to your
Google places account as a location after looking for local information
extension or enter your business via their smartphone
address Source: Google Ads

24. Ad Formats
Mobile Ads with Offers
What are ads with offers?
This enables advertisers to include offers
within their ads
The user can claim the offer by clicking on the
ad then showing at the checkout
The ad will include contact details or business
location so the offer is easy to redeem
The ideal way to promote offers for fast food
outlets such as Dominos.

25. Ad Formats
Mobile Ads Seller Ratings
What are seller ratings?
This extension allows mobile users to see
ratings of certain shops
Mobile seller ratings saw a 7.5% increase
in click-through rates compared to those
without
Ideal for ecommerce sites

26. Ad Formats
Mobile Ads Sitelinks
What are mobile ad sitelinks?
They direct users to a specific page on your site
You select the sitelink so you can direct users to
your best selling products or services page
Mobile sitelinks see an average 30% increase in
click-through rates Source: Google Ads
Ideal for any business offering products or
services

27. Mobile Ad Positions
Rules can be set up to ensure that
your ad appears in position 1 or 2,
above the fold on a mobile.
This is set up by increasing the
cost per click if the average
position drops below your desired
position

28. Tablet Devices
Apple (iPad, iPad Mini)
Samsung (Galaxy Note,
Galaxy Tab)
Amazon (Kindle Fire)
Asus (Nexus, Vivo Tab,
Slate)
Lenovo (ThinkPad,
IdeaTab)

29. Tablet Advertising
In 2011 tablet devices had the
best return on ad spend- so a
focused strategy for tablets is
beneficial
Smartphone and tablets have
higher CTR’s than desktop
Tablets outperform
smartphones when it comes to
conversion rates
Source: the State of European Advertising - 2012

30. Tracking
Tracking is an important part of
mobile advertising, we can
track web and phone leads to
see what ads are converting
This helps us adapt campaigns
to run at their full potential and
allow us to provide information
on cost per leads, letting you
see a return on investment.

31. What is AdMob?
A Google ad network that focuses on
mobile advertising for apps
Connect with advertisers to show ads in
your app, users click on the ads and you
make money
You can advertise your app in other apps to
increase downloads- you only pay when
your ad is clicked
It works via a prepaid service, you top up at
least $50 then your ads run until the
budget runs out. Similar to AdWords you
create a campaign, ad groups and ads.

32. Why use AdMob?
AdMob is a great way to gain
exposure for your app
It targets specific mobile users so
reaching relevant users
If more downloads of your app
make you more money, you
should advertise with AdMob

34. Who are Reflect Digital?

35. Competition!
We’re giving away £3,000
worth of digital marketing
to spend on SEO or a
Social Campaign, to enter
please let me have your
business card!