GENERATING GREAT - 3XE Digital3xedigital.com/wp...Umbro-Generating-Great-Mobile-PPC-Results-In-2… · GENERATING GREAT MOBILE PPC RESULTS IN 2017 Matt Umbro, Associate Director of

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 landscape

2.  Analyzing mobile performance

3.  Writing mobile paid ads

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*GraphsfromMerkleQ42016DigitalMarke:ngReport

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*GraphfromMerkleQ42016DigitalMarke:ngReport

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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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PriceExtensions

VisualSitelinks

@Matt_Umbro

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! [email protected]