GENERATING GREAT MOBILE PPC RESULTS IN 2017

Matt Umbro, Associate Director of Search at Hanapin Marketing & Founder of PPCChat

@Matt_Umbro

Who Am I?• In the PPC industry since

2007

• Founder of PPCChat

• Blogger, conference speaker, and (hopefully) critical thinker

Agenda

1. The mobile paid search landscape2. Analyzing mobile performance3. Writing mobile paid ads

@Matt_Umbro

@Matt_Umbro

THE MOBILE PAID SEARCH LANDSCAPE

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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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@Matt_Umbro

ANALYZING MOBILE PERFORMANCE

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@Matt_Umbro

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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WRITING MOBILE PAID ADS

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@Matt_Umbro

@Matt_Umbro

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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!

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