SEA // Mobile Ads: From Click-To-Call & Beyond #SMX #SMXMilan

SEA // Mobile Ads: From Click-To-Call & Beyond #SMX #SMXMilan

8th November 2013

Moderator: Sante Joseph Achille, Consultant Seo (@sjachille)


  • Luciano Cantoni, Senior Mobile Solutions Lead, Google(@Lu371)

Luciano Cantoni walked through the different needs of mobile users, and different needs mean different approaches with regards to user experience. More and more smartphone users are entering the market and mobile searches are rapidly increasing. But have companies fully adapted? Luciano points out that mobile is still a bit of a problem because it has so many users but too few companies that have optimized their website for mobile which still makes this a “low hanging fruit”.

Mobile users increasingly use their device to find business addresses, shop (on the web or via an app) and downloads apps, in other words; there are so many touch points that have to be considered as well as (and this is paramount) good mobile user experience. Ever since Google rolled out their conversion tracking update, tracking conversions between devices with the “Estimated cross-device conversions” has made it easier for companies to track their campaigns performance across devices.

  • Mobile searches are expected to surpass desktop searches in 2014
  • Factors that need to be taken into consideration when optimizing websites for mobile are;
    • Fast load time – Preferred by users
    • User friendly – Easy navigation
    • Content – Know what they want
    • Consistency – With your offers
    • Inspire action – Make it easy for your users to contact you by phone, complete a form, find your address or download an app.
    • Three ways to offer a great mobile user experience
      • Responsive web design – same URL, same HTML – Cross device optimization made easier without crating multiple websites
      • Dynamic serving – same URL, Different HTML – Server detects device type and presents custom page on same URL
      • Separate sites – Different URL, Different HTML – Mobile site independent of desktop site (mobile sites tailored to needs of mobile users.)

SEM // Maps, Metros & Mobile: Surviving And Thriving In Local Search

Moderator: Ale Agostini, Managing Director, Bruce Clay Europe (@agostini_ale)


  • Luca Bove, Search Marketing Specialist, Imevolution srl (@lithops)

Visibility at the right time is paramount in online marketing and with the increase of mobile searches the use of products like Google+ and Google Places has become more important. The more touch points companies create and the better job they do at helping (and convincing) users that they have the solution users are looking for the better.

google-adwords-mobileDelivering relevant information (fast) is very important with regards to mobile users; good visibility with correct registration of your company’s information online. Luca Bove discussed why it is important to gain better results with local search in mind.

  • 1 in 3 Google searches have local intent and that ratio is dramatically increasing.
  • 7% of SERPs show map results.
  • Most smartphone users conduct searches with local intent
  • People prefer to spend their money locally, within 20 miles from where they live or work (the Kelsey group, March 2008).
  • All major players (big companies) on the web have started to greatly focus their efforts on local searches, you should as well!
  • Google+ pages have been updated to a new look and feel with the aim of delivering better and more relevant experience for users making them ideal for your business.
  • Google+ local page with social stream enable companies to engage with users on + pages
  • Users often look for simple (but important) information like opening hours, something that is important to keep in mind when creating Google Places.

Luca did point out some common information registration problems on Google’s side, here are some;

  • SERPs with local information sometimes include bugs and mistakes
  • Sometimes data is not put together in a correct way
    • Incorrect phone numbers or company addresses.
    • Sometimes 4 star hotels appear as 3 star hotels.
    • There have been cases of data leaks between businesses registered on Google Places.
    • Some addresses are not recognized by Google
      • They might not have mapped the location or done it in a bad way
      • Most common problem is that the confirmation code Google Places isn’t sent to users.


Written By
Haukur Jarl Kristjánsson, a.k.a “the Hawk” (@haukurjarl), is a well-rounded PPC strategist, SEM consultant and trainer based in Reykjavik, Iceland.
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