MobilePPC: What YouNeed to Know
Sydney, 2011By: Cindy Krum, Mobile Moxie
@MobileMoxie on Twitter
This is Important
This is Important
This is Important
So What Is It?
Mobile Paid Search Ads:
Feature Phones
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Mobile Paid Search Ads:
Smart Phones
Smart Phone & Traditional Ads
Feature Phone
How Are These Different?
Click to Call
• Used to be on Just Feature Phones• Now Works on Smart Phones Too• Can be Tracked– Set up Separate Phone Numbers– Call Tracking – Mongoose Metrics– AdWords will Show You CTR on Phone Numbers
• Can be Geo-Specific– Add Location- Specific Number in Each Ad
Feature Phone Options
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Import Local Address & Phone Data
How do I Set it Up?
What is the Strategy?
Keyword Strategies
• Shorter More Generic• Less Need for Exact or Phrase
Match• CTR is Frequently High, Even
When Relevance is Low– Especially if you Offer a Unique
Mobile Service– People Still Happy to Learn abt New
Mobile Services
http://www.mobilemoxie.com/mobile-tools/keyword-research/
• Popular: Sports, Celebrity, News, Wallpapers, Videos, Ring Tones
• Reinforce Mobile Friendliness:– ‘Mobile Optimized,’ ‘4 Ur Phone,’ ‘Mobile Ready,’
‘iPhone Ready’
• Text Speak:– ‘Try it 4 Free,’ ‘Ur GF is Hot!’
Messaging Strategies
Day-Parting for Mobile
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Times for Ads Can be Set:
After the Click:Landing on Your Site
• Mobile Landing Page– Mobile Form• Email Sign Up/ Opt In• SMS Sign Up/ Opt In• Contact Form
– Mobile Coupon– Click to Call– Click to Download
• Driving Traffic to an Application– Segment by Carrier and Handset (Duh!)– App Downloads are Much Higher on Weekends
• Driving Traffic to Google Places– Geo Target for Multiple Locations– No Need for a Website– Phone Numbers will be Enabled– Have a Good Google Places Page
After the Click:Landing Elsewhere
Summary: Do this Tomorrow
• Turn iPhone Ads Unless they are going to mobile pages
• Must bid in position 1-4 or you won’t be seen• Quality Score is more focused on CTR – Write
compelling ad copy!• Display Urls should inspire confidence:– www.YourDomain.com/mobile– www.YourDomain.com/iPhone
www.Rank-Mobile.com 31
Mobile Paid Advertising - Quick Wins:
Cindy KrumCEO & [email protected]/Skype/Twitter: SuzzicksFollow @MobileMoxie720-231-7277www.MobileMoxie.com
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