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YOUR MOBILE ACTION PLANIN 10 STEPS презентация
Содержание
- 1. YOUR MOBILE ACTION PLANIN 10 STEPS
- 2. MOBILE SECRET SAUCE?
- 3. PAIN PROGRESSION
- 4. TELL GOOGLE YOUR AD PREFERENCES
- 5. MOBILE ADS = DO THEM NOW! “Mobile-optimized
- 6. NOT YOUR MOMMA’S SITE LINKS
- 7. CHECK THAT BOX, YO! Task: Use Mobile
- 8. MOBILE DEVICES ARE ACTUALLY PHONES – REMEMBER?
- 9. GUESS WHO I’M CALLING?
- 10. TWO CLICKS AND YOU’RE DONE Charged the
- 11. TRACK THOSE CALL CONVERSIONS Step 1 Step 2 Task: Utilize Call Extensions
- 12. GET PURPOSEFUL WITH THOSE MOBILE BIDS
- 13. WHAT’S GOING ON HERE? Task: Determine a Mobile Bidding Strategy
- 14. MODIFIERS MODIFYING EACH OTHER ALL OVER THE PLACE
- 16. PLAY NICE, FOLKS
- 17. ACTIVE BID ADJUSTMENTS Task: Review All Bid Modifiers
- 18. IMPROVE MOBILE & GDN: DON’T CROSS THE STREAMS
- 19. MOBILE + DISPLAY = SADNESS
- 20. MOBILE IS THE LITTLE GUY HERE
- 21. CRAFT YOUR STRUCTURE
- 22. ADJUST MOBILE BID MODIFIER Task: Exclude Mobile Devices from GDN
- 23. SORRY, GOOGLE – TABLETS ARE STILL MOBILE
- 24. TABLETS ARE MOBILE DEVICES
- 25. BETTER THAN MOBILE ISN’T GOOD
- 26. KILL THOSE CATEGORIES Step 1 Step 2 Step 3
- 27. KILL THOSE APPS Step 1 Step 2 Step 3 Task: Exclude Mobile Apps from GDN
- 28. CONVERSION OPTIMIZER MAY NEGLECT MOBILE
- 29. ALL YOUR EFFORT = FAIL Bang Head Here
- 30. CONVERSION OPTIMIZER ADJUSTMENT Step 1 Step 2
- 31. ONE CLICK – AND BOOM! Task: Use Accelerated Ad Delivery with Conversion Optimizer
- 32. NOT JUST RESPONSIVE DESIGN: RESPONSIVE EXPERIENCE.
- 33. FRACTURED USER FOCUS
- 34. BAD TO GOOD
- 35. OPTIMIZE FOR DESIGN AND CONTENT
- 36. SOME BEST PRACTICES ARE BEST Task: Optimize Your Web Experience for Design AND User Intent
- 37. GREAT! YOU HAVE MOBILE LEADS. ARE THEY ANY GOOD?
- 38. NOT ALL LEADS ARE EQUAL Task: Monitor Mobile Lead Quality Closely
- 39. THE FUTURE IS NOW… OR MAYBE LATER
- 40. PEOPLE ARE ADDICTED TO SCREENS
- 41. WHAT TO KNOW NOW 6 in 10
- 42. WORKING ON ESTIMATES FOR NOW Estimated Total
- 43. YOUR MOBILE ACTION PLAN! bit.ly/Mobile-Action-Plan
- 44. Joseph Kerschbaum Midwest Account Director 3Q Digital joseph@3qdigital.com Twitter: @joekerschbaum THANK YOU! bit.ly/Mobile-Action-Plan
MOBILE SECRET SAUCE?
Слайд 5MOBILE 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.
Слайд 7CHECK 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.
Слайд 10TWO 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
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
Слайд 41WHAT 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
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
Слайд 42WORKING 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.
Includes: cross-device, many-per-click, and phone call conversions.
Task: Start Thinking about Cross-Device Behavior
Слайд 44
Joseph Kerschbaum
Midwest Account Director
3Q Digital
joseph@3qdigital.com
Twitter: @joekerschbaum
THANK YOU!
bit.ly/Mobile-Action-Plan
