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Paid Search Advertising in a Multi-Device World #SMXLondon

17 May 2013 BY

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Paid search has always been a popular method of advertising on desktop. However studies are finding that up to 30% of advertising methods are targeting mobile. There is no denying that mobile is growing, even to the extent that Google is focusing more on mobile and looking to benefit from mobile, as seen with new Enhanced campaigns.

Enhanced Campaigns with AdWords

Manny Rivas dived into how AdWords has grown from 5 years ago, to where we are now, which is on the cusp of Enhanced campaigns. It was highlighted that Enhanced campaigns could be the biggest change in AdWords history.

Manny went on to highlight the pros and cons of Enhanced campaigns, and stressed that he feels the negatives outweighs the pros. While most pros and cons can be found online, Manny did highlight pros such as location based bidding, sitelink extensions etc and cons such as tablet bidding is not available, mobile only campaigns are not possible etc.

With Enhanced campaigns becoming compulsory in July, Manny stressed that when converting a legacy account to Enhanced he has never seen a change over that has been completely hassle free. There is always something that fluctuates and activation doesn’t go as smoothly or seamlessly as would be preferred. With Enhanced campaigns imminent it is important to expand on reporting variety, and look at reports that may not have been focused on when Legacy accounts were active. Some reports recommended for examining were Quality Score tracking, account level reports and ad performance reporting, all of which Manny recommended using Scripts to perform these reports.

When upgrading to enhanced it is vitally important to remember your goals. Activating enhanced may be a great time to restructure and adjust an account; however it is important to keep in mind that fluctuations would be difficult to attribute to Enhanced activation or your restructure changes.

After Manny, Alistair Dent came on and continued the theme of Enhanced campaigns. Alistair states that users don’t care what device they use, they are more interested in getting the correct results that they are looking for. Whatever device they use, they want the same useful results. The only difference to keep in mind is to focus around the user being “in” or “out”. Is the user at home and in a static location or is the user on the road and browsing?

Targeting Users

Once you know whether a user is “in” or “out”, the 3 areas to look at for targeting users are to focus on keywords, the user’s location and time of day. Knowing the answers to the 3 areas for targeting will help define your targeting and how you will structure and focus your campaigns. Within each of the 3 areas for targeting there are different multipliers, factors and exceptions, so it is important to keep that in mind as well. Different factors within each of the areas are applicable, and this will help define your targeting and messaging even more.

Alistair ended by stating that multipliers should not be guessed, and that in the future he expects that multipliers within each stage of targeting will become more and more.

Why Phone Calls Matter

Jason Spievak and Bill Dinan took a left turn, where their discussions are now focusing on phone calls and inbound telephone calls from paid search marketing. Phone calls matter because search, and particularly mobile search, drives billions of phone calls. Advertisers should want phone calls and when the value of a product reaches above £100 pounds users are more likely to convert via phone call than by making an online purchase.

Desktop search and mobile search are not the same. You cannot duplicate your desktop campaigns to target mobile and expect the same results.

Mobile call durations tend to be approximately 3:50minutes where desktop calls are about 2:20minutes. The underlying theme from the mobile talks is that mobile marketing needs more focus on receiving telephone calls, as the call duration and conversion rate from phone calls are usually higher than the same actions from a desktop. Campaigns need to target mobile consumer, and need to target them differently than desktop users. The end goal of mobile targeting needs to be different than desktop. While desktop campaigns may want online conversion to be the end goal, mobile campaigns should aim to bring phone calls to a call centres and let the call centre agents try and convert users brought to them by online mobile marketing.

Guest Author Bio

KyleThis post was written by Kyle Pretorious the PPC Manager at Media Vision. Kyle has spent the past six years in the online marketing industry, gaining experience in social media, SEO and copywriting, allowing him to bring a wealth of experience to his role at MediaVision, where he specialises in PPC.

Twitter profile – https://twitter.com/Kyle_Pretorius

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This post was written by an author who is not a regular contributor to State of Digital. See all the other regular State of Digital authors here. Opinions expressed in the article are those of the contributor and not necessarily those of State of Digital.
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