Presented at SES NY 2012 PPC Beyond Search: New Ad Formats, Display & Social For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of ad types such as search retargeting and Yahoo's SmartAds, as well as new tactics for managing and bidding on placements, it's getting harder to justify keeping them in different buckets. This session aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts?

1. PPC
Beyond
Search:
New
Ad
Formats,
Display
&
Social
Mobile PPC
Lisa
Raehsler
Founder/
SEM
Strategy
Consultant
Big
Click
Co.
New
York
|
March
19–23

2. New York | March 19–23, 2012 | #sesny
Agenda
• Sta%s%cs
on
Mobile
Landscape
• How
Mobile
Search
is
Different
• Set-­‐Up
Basics
for
Mobile
Campaigns
• Mobile
Adver%sing
Op%ons
in
Adwords
• Ad
Formats
• Targe%ng
Op%ons
• Mobile
Landing
Pages
• Mobile
Analy%cs

3. New York | March 19–23, 2012 | #sesny
Mobile Is A Top Trend
• By
2015,
there
will
be
more
than
7.1
billion
mobile
devices
in
use.
• Web
searches
on
mobile
devices
has
grown
4x
since
2010.
• For
2012,
IDC
expects
the
U.S.
mobile
adver%sing
market
to
almost
double
to
$4.1
billion,
largely
because
of
web
searches.
Sources: Pew Internet, “Generations and Their Gadgets,” February 2011; Google, “Mobile Internet &
Smartphone Adoption”, IDC Research

4. New York | March 19–23, 2012 | #sesny
Statistics: Mobile Usage
• 85%
of
Americans
age
18+
have
a
mobile
phone,
including
68%
of
people
over
age
65.
• Consumers
are
embracing
tablets
as
the
fourth
screen
hiXng
17%
in
the
US.
Sources: Pew Internet, “Generations and Their Gadgets,” February 2011; Google, “Mobile Internet &
Smartphone Adoption”

5. New York | March 19–23, 2012 | #sesny
Statistics: Consumer Mobile Behavior
Google, “The Mobile Movement: Understanding Smartphone Users,” 2011

6. New York | March 19–23, 2012 | #sesny
Statistics: Mobile Users Multi-task
Ac#vi#es
engaged
in
while
also
using
the
Internet
on
the
smart
phone
Google, “The Mobile Movement: Understanding Smartphone Users,” 2011

7. New York | March 19–23, 2012 | #sesny
Mobile Search: How It’s Different
• Local
– 1
in
3
mobile
searches
have
local
intent.
• Shorter
searches
– Mobile
devices
detect
your
loca#on
• Mul%-­‐tasking
• Immediate
needs

8. New York | March 19–23, 2012 | #sesny
Mobile Campaigns: Set-Up Basics
• Mobile
only
campaigns
• Exclude
mobile
from
the
other
campaigns
• keyword
list
with
shorter
terms
• Mobile
Landing
page

9. New York | March 19–23, 2012 | #sesny
Mobile Campaigns: Set-Up Basics
Adwords

10. New York | March 19–23, 2012 | #sesny
Mobile Campaigns: Set-Up Basics
Adwords mobile campaign settings (Campaign Setting tab)

11. New York | March 19–23, 2012 | #sesny
Mobile Campaigns: Keyword Research
Adwords (keyword research tool)

12. New York | March 19–23, 2012 | #sesny
Mobile Advertising Options: Adwords
Ad
Placements
Ad
Formats
• Search
engine
• Text
• Mobile
Display
Network
• Image
• Mobile
Apps
• Video
• YouTube

13. New York | March 19–23, 2012 | #sesny
Ad Formats: Sitelinks
• Makes
site
naviga%on
easier
• Customize
sitelinks
for
mobile:
direc%ons,
store
locator,
local
messaging
with
geo-­‐targe%ng

14. New York | March 19–23, 2012 | #sesny
Ad Formats: Click-to-Call
• Click-­‐to-­‐call
allows
users
to
click
on
phone
number
to
call
and
connect
with
adver%sers
directly.
• Google
says
more
than
500k
adver%sers
are
currently
using
click-­‐to-­‐call.
• They
are
seeing
over
10
million
calls
per
month.

15. New York | March 19–23, 2012 | #sesny
Ad Formats: Hyper Local
• Enhances
the
loca%on
extensions
ad
format
with
a
blue
marker
with
the
distance
between
the
user
and
business.
• Creates
awareness
the
business
is
nearby
and
can
drive
more
traffic
to
the
store.
• Users
see
the
hyperlocal
ads
only
if
they’ve
opted
into
sharing
their
loca%on
on
Google.com.
• Users
can
also
click
to
see
where
your
business
is
located
on
a
map
and
click-­‐to-­‐
call.
• Hyperlocal
distance
informa%on
is
automa%cally
enabled
with
exis%ng
loca%on
extensions.

16. New York | March 19–23, 2012 | #sesny
Ad Formats: Click to Download
• This
ad
format
helps
consumers
right
when
they're
searching
for
informa%on
about
an
app.
• Links
them
directly
to
the
App
Store
or
Android
Marketplace
to
download.
• Includes
app
icons
and
informa%on
about
the
app
in
their
ad
unit.

17. New York | March 19–23, 2012 | #sesny
Ad Formats: Search Ads in Mobile Apps
• Targets
searches
within
a
mobile
app
for
informa%on.
• Ie.
search
for
a
restaurant
nearby.

18. New York | March 19–23, 2012 | #sesny
Ad Formats: Display Ads
Banners on mobile content sites Banners on YouTube

19. New York | March 19–23, 2012 | #sesny
Ad Formats: Display Ads
• The
+1
bucon
rolled
out
on
display
ads
and
text
ads
on
mobile
last
Fall.

20. New York | March 19–23, 2012 | #sesny
Targeting Options
Adwords mobile campaign settings (Campaign Setting tab)

21. New York | March 19–23, 2012 | #sesny
Targeting Options
• In
Adwords
placements
tool
check
mobile
app
to
see
placements
based
on
keywords

22. New York | March 19–23, 2012 | #sesny
Mobile Landing Pages
• Since
August
2011,
Google
has
seen
more
than
50%
increase
in
the
number
of
AdWords
adver%sers
with
mobile
op%mized
sites.

23. New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• Landing
pages
for
mobile
need
to
be
mobile
friendly
is
• Easy
to
view
and
navigate
for
users
on
mobile
devices
• Easy
for
mobile
users
to
sign
up,
purchase,
or
convert.
• Design
for
visibility
and
usability

24. New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• Mobile
users
are
oden
short
on
%me
• Design
your
site
to
load
fast
and
make
text
easy
to
scan.
• S%ck
to
the
content
and
features
mobile
users
need
most.
• Include
bulleted
lists
for
easy
reading.
• Keep
images
small
for
faster
loading.

25. New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• Make
it
Local
• One
of
the
top
uses
of
mobile
searches
is
consumers
look
for
local
informa%on
• Have
your
address
or
store
locator
on
the
landing
page.
• Include
maps
and
direc%ons.
• Allow
users
to
check
stock
at
nearby
stores.

26. New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• Be
Thumb-­‐Friendly
• Use
larger
bucons
that
are
easy
to
press
on
touch
screens.
• Design
your
page
so
even
large
hands
can
easily
interact
with
it.
• Allow
room
between
bucons
to
reduce
accidental
clicks.
• Pad
smaller
bucons
to
increase
the
clickable
area.
• Pad
check
boxes
by
making
the
text
clickable.

27. New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• Keep
your
page
layout
simple
for
best
visibility.
• Create
contrast
between
background
and
text.
• Content
should
fit
onscreen
and
can
be
read
without
pinching
and
zooming.
• Allow
scrolling
in
one
direc%on
only.
• Use
plenty
of
nega%ve
space.
Use
size
and
color
to
indicate
link/
bucon
priority.

28. New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• Consider
accessibility
across
all
mobile
devices
and
all
handset
orienta%ons.
• Avoid
Flash
since
it
does
not
work
on
all
devices.
• Use
HTML5
for
interac%vity
and
anima%on.
• Adapt
your
site
for
both
ver%cal
and
horizontal
orienta%ons.
• Keep
users
in
the
same
place
when
Grrrr, I
they
change
orienta%on.
can’t see
their site!

29. New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Best Practices
• Use
Mobile
Site
Redirects
• A
mobile
site
redirect
is
code
that
can
detect
mobile
users
and
send
them
to
the
mobile-­‐friendly
version
of
your
site.
• Give
users
a
choice
to
go
back
to
the
desktop
site,
but
make
it
easy
to
return
to
the
mobile
site.
• Let
users
choose
which
version
they
prefer
to
see
for
later
visits.

30. New York | March 19–23, 2012 | #sesny
Mobile Landing Pages: Conversion Tips
• Make
it
easy
to
buy
something
or
contact
you.
• Focus
on
informa%on
that
will
aid
conversion
(i.e.,
product
details).
• Reduce
the
number
of
steps
needed
to
complete
a
transac%on.
• Keep
forms
short
with
the
fewest
number
of
fields.
• Use
check
boxes,
lists
and
scroll
menus
to
make
data
entry
easier.
• Use
Click-­‐To-­‐Call
func%onality
for
all
phone
numbers.

31. New York | March 19–23, 2012 | #sesny
Mobile Analytics: Google Analytics

32. New York | March 19–23, 2012 | #sesny
Mobile Analytics: Google Analytics

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Mobile Analytics: Adwords

34. New York | March 19–23, 2012 | #sesny
Summary
of
Key
Takeaways
• Mobile
will
con%nue
to
grow
so
extend
your
online
adver%sing
to
mobile
• U%lize
the
current
knowledge
and
seXngs
from
Adwords
(i.e
ad
extensions)
• Understand
mobile
user
behavior
• Consider
the
device
and
how
it
will
be
used
to
search
for
you
• Create
mobile-­‐friendly
website
experience

35. New York | March 19–23, 2012 | #sesny
About Me
• Founder
and
SEM
Strategist,
Big
Click
Co.
• Pay-­‐per-­‐click
management,
specializing
in
– Ecommerce
– Retarge%ng
• Managed
dozens
of
PPC
accounts
at
agencies
and
client
side
• Columnist,
ClickZ
hcp://j.mp/pOxChd
Contact me:
lisa@bigclickco.com
612-424-1SEM