2015 Mobile Advertising Seminar

Mobile AdvertisingSucceeding In A Multi-Screen World

Agenda

• Introductions and overview

• Importance of mobile ads

• Your mobile website

• Mobile advertising opportunities

Introductions

• Name

• Company

• One thing you would like to get out of today’s session

Today’s Speaker

Ben PageDigital Advertising Manager, Top Floor

www.linkedin.com/in/getbenjaminpage

@Benjamin_Page

Why It Matters

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.

BY THE WAY…Is Your Site

Responsive?

"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

Providing A Good Mobile

Experience

Use Context To Delight!

Ask: What Does The Mobile Customer Need Most When Interacting

With You?

Types of Content

• Product Information

• Business Location

• Technical Drawings

• Demonstrations

Content Formats

• Video

• Imagery

• Writing

• Rich Media

Content Location

• On Website

• In-App

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?

But Back To The Point.

You’ve Built Great Content.

Will Your Audience Find It?

WELL… MAYBE.

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 Ad Examples

Mobile Ad Examples

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

Advanced Bid Control

Advanced Location Targeting

Mobile Copywriting

• Punctuation

• Lead With CTA

• Ask People To Call

Mobile Call Extensions

Mobile Location Extensions

Mobile App Extensions

Mobile Sitelink Extensions

Mobile Callout Extensions

Ad Extension Rich Data

Mobile App Install Campaign

AdWords Remarketing

Mobile Search Remarketing

• Reward Loyal Customers

• Shrink Missed Opportunities

• Ads Show In SERPs


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)


Criteria:

• Goal Completion

• Cart Abandonment

• Page(s) visited

• YouTube engagement


How?2) Choose keyword targets


Bid on:

• Competing brand names

• Broader match types of terms

you already bid on

• Keywords indicating the next

step in the marketing funnel*


*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


How?3) Apply targeting and bid

adjustments


1 2

Mobile Display Remarketing

#1 Tip: Apply Site

Category Exclusions!



Think About Your

Bid Strategy


Scrub Non-performing Placements


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)


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).


Ad Formats:

• Banners (Static & Animated)

• Text Ads

• Video

• Rich Media (Engagement Ads)

Facebook Advertising (Mobile

News Feed)

Facebook Advertising

Audience Extensions

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

Mobile Measurement

EX: LOWER MOBILE BIDS OR IMPROVE CONVERSION RATE

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

THANKS!@BENJAMIN_PAGE

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/

2015 Mobile Advertising Seminar

Marketing

use of mobile

percentage of mobile

mobile advertisingsucceeding

mobile device

percentage of mobile

mobile customer need

daily search

search lift88