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YOUR MOBILE ACTION PLANIN 10 STEPS
Mobile Secret sauce?
tell google your Ad preferences
Mobile ads = do them now! “Mobile-optimized text ads and extensions will be given preference on mobile devices.” TIP: Avoid truncation. Mobile ads should be shorter. Aim under 60 characters.
Not your momma’s site links
Check that box, yo! Task: Use Mobile Preferred Ads & Site Links Step 1 Step 2 TIP: Mobile sitelinks should be shorter. Aim for 15-17 characters in length.
Mobile devices are actually phones – Remember?
Guess who I’m calling?
two clicks and you’re done Charged the same as for a standard click on the ad. Clickable on devices that allow a user to click and call Utilizes Google call-forwarding for tracking Count calls as conversions when they last longer than 60 seconds
Track those call conversions Step 1 Step 2 Task: Utilize Call Extensions
Get purposeful with those mobile bids
What’s going on here? Task: Determine a Mobile Bidding Strategy
Modifiers modifying each other all over the place
Play nice, folks
Active bid adjustments Task: Review All Bid Modifiers
Improve mobile & gdn:don’t cross the streams
Mobile + display = sadness
mobile is the little guy here
Craft your structure
Adjust mobile bid modifier Task: Exclude Mobile Devices from GDN
sorry, google – tablets are still mobile
Tablets are mobile devices
Better than mobile isn’t good
Kill those categories Step 1 Step 2 Step 3
Kill those apps Step 1 Step 2 Step 3 Task: Exclude Mobile Apps from GDN
Conversion optimizer may neglect mobile
All your effort = fail Bang Head Here
Conversion optimizer adjustment Step 1 Step 2
One click – and boom! Task: Use Accelerated Ad Delivery with Conversion Optimizer
Not just responsive design:Responsive experience.
Fractured user focus
Bad to good
Optimize for design and content
some best practices are best Task: Optimize Your Web Experience for Design AND User Intent
Great! You have mobile leads.Are they any good?
Not all leads are equal Task: Monitor Mobile Lead Quality Closely
The future is now…or maybe later
people are addicted to screens
What to know now 6 in 10 online adults in the US and UK use at least 2 devices every day 76% use their smartphone “on the go” 60% of multi-device users transition to larger screens to finish tasks 22% finished on a tablet and 58% on a laptop
Working on estimates for now Estimated Total Conversions Counted when a customer clicks an ad on one device, then converts on another device. Includes: cross-device, many-per-click, and phone call conversions. Task: Start Thinking about Cross-Device Behavior
Your MOBILE ACTION PLAN! bit.ly/Mobile-Action-Plan
Joseph Kerschbaum Midwest Account Director 3Q Digital firstname.lastname@example.org Twitter: @joekerschbaum THANK YOU! bit.ly/Mobile-Action-Plan