Why you should be doing mobile PPC, how to do it, and how not to screw it up.

1. @robert_brady
#SLCSEM
PPC Goes Mobile
Why you should be doing mobile PPC,
how to do it, and how not to screw it up.
contact: robert@trafficado.com

2. @robert_brady
#SLCSEM
• About Me
– Managing PPC
accounts since 2005
– Google AdWords
Certified Partner
– Microsoft Accredited
Professional
– Director of PPC &
Conversion at
Trafficado

3. @robert_brady
#SLCSEM
Why Should I Do Mobile
PPC?

4. @robert_brady
#SLCSEM
• Because your customers are going mobile

5. @robert_brady
#SLCSEM
• And it’s not just young people either

6. @robert_brady
#SLCSEM
• Local mobile searches get customers
http://img2.yp.com/radiant/radiant_assets_36330_Nielsen_advertisers.pdf

7. @robert_brady
#SLCSEM
How Much Volume Does
Mobile PPC Really Have?

8. @robert_brady
#SLCSEM
• February 2012 – 17.5 billion searches - Comscore
http://searchengineland.com/report-affirms-strong-q4-search-
growth-in-2011-offers-additional-insights-108404

9. @robert_brady
#SLCSEM
Case Study
• Client
– Visitors’ bureau for large US city
• Question
– Is there search volume on mobile devices we
aren’t capturing?
• Goal
– Increase traffic gained from Google Grants
account
• Constraint
– $1.00 maximum CPC bid

10. @robert_brady
#SLCSEM
Case Study
• Strategy
– Find ad groups with avg. CPC under $1.00 in
campaigns targeting desktops & tablets
– Clone ad groups into a new campaign targeting
only mobile devices
– Emphasize free visitor’s guide (available as PDF,
app or online) in ad copy

11. @robert_brady
#SLCSEM
Case Study
Desktop & Tablet Mobile % Difference
Clicks 6,501 1,068 +16.4%
Impressions 280,844 74,830 +26.6%
CTR 2.31% 1.43% -38.1%
Avg. CPC $0.72 $0.66 -8.3%
Avg. position 3.03 1.55 +49%

12. @robert_brady
#SLCSEM
What’s Different About
Mobile PPC?

13. @robert_brady
#SLCSEM
• More mobile search on holidays

14. @robert_brady
#SLCSEM
• New Years terms
– Slow buildup
– Peaks on Dec. 31
– Drops off immediately

15. @robert_brady
#SLCSEM
• More mobile search on holidays
• More mobile search on weekends

16. @robert_brady
#SLCSEM
Desktop Search by Day of Week
LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3

17. @robert_brady
#SLCSEM
Mobile Search by Day of Week
LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3

18. @robert_brady
#SLCSEM
• More mobile search on holidays
• More mobile search on weekends
• More mobile search in the evening

19. @robert_brady
#SLCSEM
Desktop Search by Time of Day
LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3

20. @robert_brady
#SLCSEM
Mobile Search by Time of Day
LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3

21. @robert_brady
#SLCSEM
• More mobile search on holidays
• More mobile search on weekends
• More mobile search in the evening
• Less ad real estate

22. @robert_brady
#SLCSEM
“Above the fold” Bottom of the page

23. @robert_brady
#SLCSEM
• More mobile search on holidays
• More mobile search on weekends
• More mobile search in the evening
• Less ad real estate
• Getting users to convert can be easier (if a
call is what you want)

24. @robert_brady
#SLCSEM
“Above the fold” Bottom of the page

25. @robert_brady
#SLCSEM
• More mobile search on holidays
• More mobile search on weekends
• More mobile search in the evening
• Less ad real estate
• Getting users to convert can be easier (if a
call is what you want)
• Mobile users have different intent

26. @robert_brady
#SLCSEM

27. @robert_brady
#SLCSEM

28. @robert_brady
#SLCSEM

29. @robert_brady
#SLCSEM

30. @robert_brady
#SLCSEM

31. @robert_brady
#SLCSEM

32. @robert_brady
#SLCSEM

33. @robert_brady
#SLCSEM
• Takeaways
– Increased smartphone adoption will continue to
drive mobile PPC growth
– You could be missing an additional 7-16% of
search traffic by neglecting mobile
– Mobile PPC currently has less competition
– Users can be converted quickly & easily

34. @robert_brady
#SLCSEM
Thank You
Email: robert@trafficado.com
LinkedIn: www.linkedin.com/in/robertallenbrady
Twitter: @robert_brady
Blog: www.righteousmarketing.com