2015 Mobile Advertising Seminar
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Transcript of 2015 Mobile Advertising Seminar
Agenda
• Introductions and overview
• Importance of mobile ads
• Your mobile website
• Mobile advertising opportunities
Today’s Speaker
Ben PageDigital Advertising Manager, Top Floor
www.linkedin.com/in/getbenjaminpage
@Benjamin_Page
Smartphone Usage
61%The percentage of smartphone owners that
perform a daily search on their mobile device.
Facebook Mobile Ad Revenues
62%The percentage of the $2.68 billion total ad
revenue in Q2 of 2014 attributed to mobile advertising.
Google Mobile Search Ad Share
90%The percentage of mobile paid search ad share
that is owned by Google.
"Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal."-Google Webmaster Central
This Week, A Google Rep
Announced That The Impact
Of The New Algorithm Update
Will Be Greater Than That
From Panda Or Penguin
Considerations
• Is the content relevant and
timely?
• Is it effortless to consume?
• Is it immediately obvious
what the next steps are?
• Is it integrated with my
overall digital ecosystem?
Mobile Advertising Opportunities
• Mobile Paid Search
• Mobile Remarketing
• Mobile Display (Banner & Video
Advertising)
• Mobile Social Ads
• Mobile eCommerce
Mobile Search Locations
77%The percentage of mobile searches performed in a
location where people are likely to have a PC available to them.
Mobile Paid Search Lift
88%The percentage of mobile search ad clicks that
are incremental to organic clicks.
Mobile Paid Search
• Accessible via self-serve ad platforms like
Google AdWords and Bing Ads
• Ads show in search engine results pages
(SERPs)
• Option to show only your business phone
number if you have a poor mobile website
experience
• Choose your bid and daily budget
• Pay per click (performance driven model)
• Post-click metrics are fully trackable
Mobile Paid Search - Get Started
1. Determine Campaign Goal
1. Website Traffic
1. Direct Response
1. Registration
2. Download
3. Form Completion
2. Mobile App Installs
3. Engagement Within Mobile App
4. Generate Phone Calls
New Campaign Best Practices
• Choose appropriate geotargets
• Create an ad schedule
• Optimize for clicks
• Extend your ads with useful information
• Ad extensions
• Offers
• Mobile-specific landing pages
• Develop mobile-specific ad copy
Mobile Search Remarketing
• Reward Loyal Customers
• Shrink Missed Opportunities
• Ads Show In SERPs
Mobile Search Remarketing
How?1) Build an audience based on
previous user interaction on your
website.
Pro Tip!Edit The Audience Membership
Duration Based On Your Sales
Cycle (Default Is 30 Days)
Mobile Search Remarketing
Criteria:
• Goal Completion
• Cart Abandonment
• Page(s) visited
• YouTube engagement
Mobile Search Remarketing
Bid on:
• Competing brand names
• Broader match types of terms
you already bid on
• Keywords indicating the next
step in the marketing funnel*
Mobile Search Remarketing
*Example
• Build an audience for users who have
viewed informational (awareness) content
on your blog.
• Bid on keyword representing the next
stage in the marketing funnel: cost, price,
review, rating
• Feature something relevant to the user at
that stage in your ad copy
Mobile Display Remarketing
Google Options Worth Testing:
• Targeting Optimization
• Lookalike audiences
Mobile Display Advertising
Instead Of Targeting Based On Previous Site
Interaction, You Can Choose Other Criteria:
• Demographics
• Specific Site Placements
• Website Topics
• User Browsing Behavior (Interest & In-market)
Mobile Display Advertising
On Google AdWords, over 2 million properties
make up the display network:
• News sites
• Blogs
• In-App placements (AdMob)
• Google properties (Gmail, YouTube)
• Social networks
• Video & Image sharing sites
Mobile Media Time
89%The percentage of mobile media that is consumed
within-apps (versus on mobile websites).
Mobile Display Advertising
Ad Formats:
• Banners (Static & Animated)
• Text Ads
• Video
• Rich Media (Engagement Ads)
Facebook Retargeting
Layer Custom Audiences With Targeting And
Creative In The Power Editor Dashboard To
Effectively Do “Facebook Retargeting” In A
Self-serve Fashion
Mobile Measurement
• Create metrics to reflect your goals
• Measure year-over-year
• Consider multiple perspectives and angles
• Use data to tell a story
• Make strategic decisions
Recap
• Get your site and content in order – use context
to delight
• Determine your goals
• Choose your platform
• Develop hypothesis and set up accordingly
• Measure, test and grow
Sources
• http://www.forbes.com/sites/greatspeculations/2014/07/15/google-earnings-preview-
revenue-growth-from-mobile-to-buoy-results/
• https://www.thinkwithgoogle.com/articles/mobile-ads-experiment.html
• http://www.themobileplaybook.com/en-us/#/chapter1_2
• http://www.marketingprofs.com/articles/2015/27193/mobile-ppc-a-simple-guide-to-
mobile-search-marketing-for-zeroing-in-on-customers?adref=nlt030415
• http://googlewebmastercentral.blogspot.com/2015/02/finding-more-mobile-friendly-
search.html
• http://www.comscore.com/Insights/Blog/Measurement-Proves-the-Effectiveness-of-
Mobile-Advertising
• http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-
marketing-statistics/
• https://think.withgoogle.com/mobileplanet/en/