Billions of times per day, consumers turn to Google for I want-to-know, I want-to-go, I want-to-do, and I want-to-buy moments. And at these times, consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.1 This presents a tremendous opportunity for marketers to reach people throughout all the new touchpoints of a consumer’s path to purchase.
Together, we’ve come a long way since this time last year:
- Our suite of app promotion tools are now driving real results, even as we’re piloting new innovations like ads in the Play Store. A study published today shows that search engines and app stores are among the top ways smartphone users discover new apps.2
- Businesses around the world are measuring the impact of their search and display campaigns as consumers switch between multiple devices, using cross-device conversions.
- And with mobile searches driving in-store commerce, we're helping businesses measure the full impact of their campaigns. Our store visits measurement is now available in the US, Canada and Australia and will roll out for thousands of advertisers in 10 countries in the coming months.
But there's so much more to come. This morning, we announced more AdWords innovations in front of a global livestream audience of 20,000 customers. Below are highlights from today’s announcements. You can watch a replay of the full program here.
Ad experiences that win the moment
Consumers, particularly on mobile devices, now have higher expectations than ever before - they want everything right, and they want everything right away. This requires that marketers answer their needs in the moment, whenever and wherever they are. Our investments in mobile are driven by consumers’ expectations for immediacy and relevance in the moment. Based on your feedback and our insights about how people search for information, we’ve built a whole new generation of ad experiences that are richer, more engaging and designed for screen-swipes instead of mouse-clicks so we meet consumers’ needs, right when they are looking:
- Automotive: Car buyers spend up to 15 hours online researching, comparing and learning.3 When people browse the web for automobiles, they want to see pictures and visuals of their dream car. In fact, about half of Google searches for cars contain images.4 That’s why we introduced Automobile Ads - a new search ad format that takes you directly from Google.com to a beautiful carousel of car images that shows you how a car looks inside and out -- like how the sleek metallic finish looks with the black leather and wood trim. Tapping on an image brings up more information about the car, like horsepower and estimated MPG while tapping on the “Dealers” link takes you to a page with nearby dealer listings.
- Hotel Ads: There are millions of searches for hotels everyday — that’s millions of potential hotel bookings. When people search for hotels, they’re looking for information like rates, availability, locations, user reviews, editorial descriptions, Google Street View, and high resolution photos. Today, we announced that Hotel Ads will start to show globally for hotel partners around the world, one click away from Google.com. Hotel Ads show current prices from a variety of sources and when a traveler is ready, they can select “Book” to complete their reservation on the partners’ sites.
- Mortgages: Buying a home is one of the biggest financial decisions in life, so understanding your options and having the right tools is critical. The newest addition to Google Compare in the US is coming soon: mortgages. Whether someone is a first-time home-buyer or looking to refinance, consumers will soon be able to find the latest mortgage rates from multiple mortgage providers, and review a customized set of criteria like interest rate, terms of the loan and fees. They’ll be able to apply directly with an approved lender or speak to a qualified adviser for more information, directly from the Google search ad.
- Automation to capture moments at scale
- Automated Bidding: AdWords bid strategies are setting billions of bids per day5 for tens of thousands of advertisers, enabling you to be more efficient and effective. Today, we introduced a new reporting dashboard that provides more transparency and control as you evaluate the performance of bid strategies over time. New simulation tools also show advertisers the tradeoff between volume and cost at different CPA targets.
- Dynamic Search Ads are a powerful way to automatically show timely and relevant ads based on the content of your website -- without the need to manage keywords. Today, we announced significant enhancements, including recommended category targets based on your website's content, suggested CPCs for every category and more visibility into the ads that will show and pages where your customers will land.
- AdWords attribution: We are making it easy for search marketers to move beyond a last-click attribution model. You’ll be able to select an attribution model for each of your conversion types. The choice you make will be reflected in your AdWords reporting and integrated into your automated bidding. We’re also introducing data-driven attribution, which uses your own conversion data to calculate the actual contribution of each keyword across the conversion path.
- Cross-device conversions integrated with automated bidding: New consumer paths to purchase make it more important than ever for marketers to measure activities that start on one device and are completed on another. Later this year, you’ll be able to take action on these insights when cross-device conversions are integrated into automated bidding. This is part of a broader update that will give you the option to include cross-device conversions as part of the Conversions column.
- Marketing experiments: This morning, we introduced new tools to help marketers measure the incremental impact generated from your Google ads. HomeAway, a global vacation rental marketplace, worked with the Google account team and learned that its Google Display Network ads are driving a 49% lift in click-related traffic to its website. Read the case study here and reach out to your AdWords account team to learn more.
Consumers engage with brands, across billions of monthly searches, billions of hours of videos watched every month, and billions of interactions with various sites and apps. The sheer scale can be staggering, but with automation you can master the complexity and show exactly the right ads for consumers’ intent and context.
Marketers need to ensure they’re measuring all the moments that matter -- from first impression to final conversion. To do so, you need methods and metrics that speak to today’s increasingly complex path to purchase--across devices, apps, calls, and stores. By incorporating all of these touchpoints, marketers can measure the full impact of their campaigns and make better decisions for their business.
Today we introduced several new products to help you do so:
Google is a company built on intent and immediacy. Our mission has always been to connect people with what they are looking for in the exact moment they are looking. These are moments that matter to consumers, to marketers and to us at Google because they are when decisions are being made and preferences shaped.
Thank you to everyone who attended the AdWords Performance Summit or watched the livestream. I can’t wait to see the great things you do with these new products. We look forward to continuing this journey with you: delivering the best possible experiences for consumers in the moments that matter.
Jerry Dischler, Vice President, Product Management, AdWords
1Google Internal Data.
2 Mobile App Marketing Insights: How Consumers Really Find and Use Apps, Google/Ipsos MediaCT, May 20153 Polk Automotive Buyer Research, 2013 (source)4 Google Internal Data.5 Google Internal Data.
Good writing uses transitional words and phrases to help the reader smoothly work through what you wrote. It’s strange how simple, but powerful, these words can be.
Basically, these words and phrases are used to connect one idea to the next.
Look at the word “consequently,” for example. Consequently means “as a result.” When X happens, as a result, or “consequently,” Y happens.
So, “Demian Farnworth, the most unlucky mime in the world, performed the one routine you should never perform in a prison. Consequently, he was thrown out a window.”
If you take the word “consequently” out of that paragraph, you get, “Demian Farnworth, the most unlucky mime in the world, performed the one routine you should never perform in a prison. He was thrown out a window.”
The transitional word “consequently” makes the relationship between the two sentences unmistakably clear.
And that’s what we are after: unmistakably clear, concise, and compelling copy.
In this 8-minute episode of Rough Draft with Demian Farnworth, you’ll discover:
- The four types of transitions — and when you should use each one
- The one error when it comes to writing clearly even educated people make
- Demian’s embarrassing admission about his struggles with transitions
- The one book that “turned on the light” for him about writing clearly
- A simple list of 226 transitions
Global Marketing News – 5th May
Sohu.com is catching up with Baidu in China
Sohu.com could be a threat to Baidu, having reported better than expected financial results with a revenue increase of 25%. The Chinese internet company, based in Beijing, attributes this success to the fact that its various subsidiaries are fast becoming top-line contributors. Its latest game release was very successful and its video portal, Changyou, is growing in popularity.
But the biggest area of growth is with its search engine, Sogou, now the third largest search engine in China. Its revenue increase of up to 63% is significant in a marketplace that’s dominated by search giant Baidu.
These figures will make Sohu.com an attractive prospect for investors looking for a company with enough financial muscle to take on a company like Baidu.
Sogou currently has a market share in China of X%, compared to Baidu with around 60% and Haosou with 30%.
Online retailers expect to increase their revenue by 17 percent in 2015
A survey of more than 1,000 e-commerce professionals in the US, carried out by Ebay Enterprise, has revealed that retailers are optimistic about 2015 revenue forecasts, with 72% expecting revenue to increase.
Online engagement seems to be the main force behind this expected growth, with the majority of respondents satisfied that they are meeting their customers’ needs.
Investment in mobile commerce is also seen as a priority with many companies planning on developing a unique app for either Android or Apple.
Retailers are also optimistic about global expansion and businesses seem to be aware of the importance of enlisting help when it comes to understanding sensitive cultural differences, an issue that’s essential when moving into e-commerce markets such as Asia.
App Store Optimisation for Apple App Store and Google Play
Since the vast majority of apps are downloaded as a result of keyword searches, it is essential that your app is keyword optimised as this will improve your visibility and return on investment. We will conduct keyword research for your app, gathering ranking and competition data for each keyword. Finally, we will write meta content for your app that targets the most appropriate and popular of your target keywords and stays in keeping with your brand. The keyword research, rankings and meta content recommendations will all be provided in an Excel format.
Amazon has unveiled a new B2B e-commerce marketplace
The new business to business marketplace was launched this week, using elements of the existing business service, AmazonSupply.
New procedures will include vetting on registration, and personalised content. There will also be a broader range of products and services as well as simpler site navigation.
Users will be able to buy direct from Amazon, as well as through third party sellers, who will be charged a commission.
Amazon hopes that having a business-only marketplace will open up a wider range of products for buyers and sellers, as it will attract vendors who only deal directly with businesses.
The business to business market is a major global revenue generator. Amazon’s Chinese rival, Alibaba, has also entered the market, prompting a trend to make this market as customer-friendly as the better known business-to-consumer model.
Hotel chains are among the latest industries to turn to social media
In an increasingly digital world, traditional sales and marketing strategies are being restructured in an attempt to find new ways to engage with customers.
With 90% of hotels in the US having a Facebook page, and India close behind, this is proving to be a global trend. More and more companies are realising the influence that social media has in every stage of a trip, from planning a holiday to posting holiday photos online once you return.
Marriott recently launched two services throughout Asia-Pacific to encourage greater online engagement and immediately saw an increase in online interactions. This highlights the way that social media has revolutionised marketing, making it possible to reach more people for less money.
Manchester United football club has launched a profile on WeChat
The old Trafford club now has a presence on China’s largest social media site. This isn’t its first step into China though, it already has 13 million followers on two other Chinese social media platforms, Sina Weibo and Tencent Weibo.
Fans will be able to receive news, videos and images from the club direct to their mobile phones.
The club’s Managing Director hopes that the move will help make fans in China feel closer to the club.
Webcertain’s global marketing news bulletins are daily 5-minute videos, providing marketers with the latest international digital marketing news in an easy-to-digest format.
Latest posts by Elin Box (see all)
- China’s Sohu.com Is Catching Up With Baidu - May 5, 2015
- Facebook Suffers Slowdown In Global Growth - April 28, 2015
- Google’s “Mobilegeddon” Update Is Finally Launched Globally - April 22, 2015
SEJ Summit London is rapidly approaching on May 12, and today we’re featuring an interview with Nick Wilsdon, the Group SEO Lead, Group Channel Optimisation at Vodafone. Nick will be speaking on From Search to Store: How SEO Can Empower Your Brand’s Business Units.
We still have a small amount FREE tickets available for our inaugural London marketing event, held at the fancy new Ham Yard Hotel. The SEJ Summit series is possible courtesy of our partner, Searchmetrics. Their “search experience optimization” makes digital marketing better, faster, and more profitable.
Request an invite today here.
Here’s my interview with Nick:
1. Your SEJ Summit presentation discusses how brands can use SEO to influence product and supply chain decisions, such as product demand. What other areas can SEO influence outside of digital marketing?
I’ve worked with strategists from across the marketing spectrum and without fail, have always found an angle for SEO in our discussions. Often the ideas that emerge from these cross-discipline sessions are the most interesting – when we discover opportunities across our areas of specialist knowledge. These can be through-the-line campaigns, where SEO harvests the traffic driven by traditional media or simply provides a more relevant user experience through content.
Early indicators are that Google’s updates to mobile search will further push SEO influence into areas such as website performance, user experience (UX), and app development, as these become important ranking factors. There’s never been a better time for SEOs to break down those silos and start engaging with other business units.
2. What do you think is the single largest misconceptions brands have about SEO, and how can marketers overcome that obstacle?
SEO has always been a challenging channel from a business perspective. Google’s preference for established brands and increasing growth online has given these businesses a good level of organic traffic, but they haven’t used SEO to its full potential. You can often see this when comparing these larger businesses to their “younger” competitors who have focused on online acquisition.
For these older brands, SEO is can be seen as a “black box”, with Google controlling the traffic that gets delivered. In the worse cases, organic traffic is seen as free – merely a consequence of operating online. They haven’t woken opportunities that are available to them now, in technical optimization or content production to engage users at different points of the consideration cycle.
Marketers can overcome this, but they need to be more transparent about their activities and fundamentally, align themselves with the priorities of the businesses they work with. I’ve always taught my teams to follow a campaign-focused approach to SEO, where chosen optimizations are wrapped-up in a 2-3 month process, with business benefits clearly explained and forecasted. That approach means more time and effort to sell in activity but understands that decisions have to be made and justified in regard to spend.
3. You are the founder of E3 Business Incubator, which helps both enterprises and start-ups succeed. What draws you to the start-up industry?
I had the opportunity to get involved in the start-up community in Moscow, during my seven years there. I was lucky enough to meet some of my heroes who are working in that space, including the legendary entrepreneur Esther Dyson. As someone who has grown up in the online-age, I’m very passionate about technology and new ideas. Sometimes corporate life makes you forget that initial spark of interest that brought you into this industry, spending time with start-ups is the quickest way to reignite that passion.
One of Esther’s projects, Meetup.com has links to several groups in London – a city that has a particularly exciting start-up scene right now. I’d recommend getting involved. You will learn from digital experts outside your area of expertise and get the chance to collaborate on some truly unique projects.
4. You are also the Global SEO Lead at Vodafone. What are the three largest SEO challenges that large, global brands face in today’s digital marketing field?
Today’s digital landscape presents considerable SEO challenges to large, global brands. Competition is fiercer than ever and users are expecting brands to deliver relevant results to their searches. At the core of these issues are the challenges of publishing in a timely, agile way across web properties. This impacts technical SEO, where there is an increasing need for code changes – schema, mobile optimization, and site performance. This also presents challenges to content marketing, where brands need to be regularly producing content to meet user enquiries and to engage them online.
Lastly, users are demanding more coherence from brands, across multiple devices. When they see an advert on TV, they want to be able to find the goods for sale online. That is putting pressure on SEO to be more reactive, and to place search at the core of marketing campaigns.
5. I was extremely impressed to see you have worked in the digital marketing space since 1999. If you could give your 1999 self one piece of advice, what would it be and why?
I’d probably tell him to stop buying beer and put every last penny into domain names and Google stock! Seriously though, I’ve had an interesting journey over the years but I wouldn’t change any of it. The only advice that I wish someone had given me earlier would be to embrace change, never be afraid of it.
Sometimes we get stuck in a position and there are just too many opportunities out there to let that happen. Find a challenge and a team that inspires you and the rest will come naturally.
1999 seems so long ago! So much has changed since then. Thanks for the interview, Nick.
Don’t forget, you can request your free ticket for our SEJ Summit London marketing conference, taking place May 12th at The Ham Yard. You can also come see us in Silicon Valley, NYC, and Miami later this year.
Featured image via Shutterstock
As students, we have the potential to be or do anything—whether and how we fulfill that potential is largely determined by the guidance and encouragement of our teachers.
That’s one reason why Google is so committed to improving teaching and learning through the use of technology. One year ago this week, we announced Classroom, a tool that helps teachers manage assignments, communicate with students and parents, and stay organized. Since then, we’ve continued to add features that teachers and students tell us they need, and if you stay tuned to the Google for Education Blog this week, you’ll hear about a few of our newest additions.
In the spirit of listening to our teachers, we’re also continuing to improve our CS First materials—free online computer science content developed by educators and computer scientists—to help introduce the art of programming to students in grades 4-8 through after-school, in-school and summer programs.
We also realize the importance of what teachers can learn from one another. So with that in mind, this week we’re hosting Education on Air—a free online event with 100+ sessions led by educators from 12 countries and 29 U.S. states. We’ll cover themes that include empowering students, practical innovation, CS and STEM, and building community. Speakers include LeVar Burton and Google Science Fair 2012 winner Brittany Wenger. We hope you can virtually join us May 8-9 for this online education conference, and make sure to register so you can catch recorded videos of all the sessions.
Our lives would be profoundly different without the Mr. Tomazeskis of the world. Please join us in saying thank you to our teachers this week—in person, online, in a handwritten note, or even a meme—for all that they help us to achieve.
Now that it's been two weeks since "Mobilegeddon," as Google's recent algorithm update has been known around the Internet, we're taking a look at the changes. So far, the results have proven inconsistent.
Surveying more than 20,000 URLs, content marketing platform BrightEdge found that by April 27 - not quite a week after the algorithm change - there was a 21 percent decrease in the number of non-mobile-friendly URLs on the first three SERPs. Compared with 17.3 percent on page one, the decrease was more pronounced on pages two and three: 20.7 and 25.2 percent, respectively.
BrightEdge hypothesizes that because other ranking factors are generally weaker past the first page, the mobile-friendliness had a bigger impact. Looking into the update, Larry Kim, founder and chief technology officer at Boston SEO company WordStream, found that non-mobile-optimized sites were largely wiped out, excepting branded searches.
"[It] makes sense because it would be dumb for Google to not send branded searches to the brand site just because their site isn't optimized, but basically for every other type of keyword, they're favoring other sites," Kim says. "Mobile-optimized sites are basically gaining whatever the non-mobile optimized sites are losing, so we're talking pretty big wins here."
American Apparel - whose site still fails Google's Mobile-Friendly Test, which cites its too-close links and too-small text - is the first hit for "Best American apparel," but is nowhere to be found on a search for "Best American clothes." The latter search favors brands like All USA Clothing and Bills Khakis, which aren't nearly as well-known but have mobile-optimized sites. Meanwhile, American Apparel's first appearance is a Yelp review for a Los Angeles store, which shows up on page five.
At the same time, Ryanair, another big-name company without a mobile-friendly site, has actually moved up in the rankings from our last test. On a search for "budget airlines," Ryanair has moved up to page one, though it's worth noting that none of the other budget airlines have optimized their websites for mobile, either. However, the actual budget airlines still rank lower than aggregate sites, such as CheapoAir and Skyscanner, which do pass the Mobile-Friendly Test.
"That tool tells you you're missing [mobile-friendliness], but maybe there's some other element in the back-end that we don't see that determines the mobile-friendliness of a Web page, but the test only gives you boilerplate suggestions and recommendations," says Colin Guidi, director of SEO at 3Q Digital, a Bay Area digital agency.
"We have to understand that mobile-friendliness is a single ranking factor," he continues. "There are more than 200 ranking factors that determine the position of websites. I think the community as a whole is fixating on this because Google rarely lets us know [about changes in advance]."
Before "Mobilegeddon," Google said the changes would be bigger than Panda and Penguin. Because the new algorithm was announced two months in advance, Guidi thinks many marketers had ample time to become more mobile-friendly, lessening its impact. He adds that a fast downloading speed will likely get a page ranked higher than a site that's mobile-friendly but takes longer to load.
Marketers tend to focus (sometimes obsessively) on the conversion. Landing pages are endlessly tweaked for the perfect conversion rate. It’s a noble quest, but a killer landing page is only one piece of the puzzle. As Mack Fogelson, founder and CEO of Mack Web explained in a recent Unwebinar, landing pages are just one of many touch points before a conversion happens.
To create truly delightful and high-converting marketing campaigns, mind all marketing channels.
When all channels are optimized and work together as a unit, everyone wins. You create a delightful experience for your audience, and their gratitude comes in the form of a conversion – or better – a referral.
So, what does it take to create an awesome experience for your audience before, during, and after the conversion? Find out by watching the webinar recording here – or keep reading for a breakdown of the key takeaways.
Understand The Meaning Beyond Money
At the core of every business is a greater purpose. Before you optimize any part of your marketing campaign, you should step back and ask, “What is my meaning beyond money?”
Take GoldieBlox for example. While the company pay the bills by selling toys to young girls, their meaning beyond money runs much deeper, as their founder Debbie Sterling explains in the video below:
As an engineering student, Debbie was surprised by how few women were in the industry. This motivated her to create a toy company that would help girls develop an affinity for engineering, science and technology – ultimately working toward closing the gender gap.
It’s a purpose that resonates deeply with many of her customers. And, the purpose adds authenticity to GoldieBlox. Mack explained why this is important:
“Being authentic is what connects people to your brand.”
Beyond that, understanding the core meaning of your business helps align your messaging and marketing efforts – starting with your landing page.
Convey that Purpose on Your Landing Page
Mack’s client, Traveling Vineyard is a wine tasting company that creates stay-at-home jobs for hundreds of women.
When they began working together, Mack found that Traveling Vineyard’s messaging across marketing channels was disjointed and failed to communicate its unique value proposition. Have a look at one of their older landing pages:
While the landing page had obvious design issues, Mack knew the ultimate problem ran deeper: Traveling Vineyard needed to better communicate its authenticity.
After all, as Mack explained, Traveling Vineyard doesn’t just sell wine. Their company changes the lives of women by introducing a new passion and empowering them to work.
It was time to tell the story of real women across all marketing channels.
Have a look at one of the landing pages that was created to convey authenticity:
This new page tells the story of Kirby, a real woman who became a wine guide with Traveling Vineyard. The page includes photos and anecdotes – all conveying how Traveling Vineyard changed her life.
The landing page also goes into great lengths addressing fears that potential women might have, culminating in a lead generation form:
But, does the new landing page motivate like-minded women to become wine guides too?
The makeover, along with other efforts to align messaging across channels, resulted in a 57% increase in lead form submissions.
Sync and Optimize all Marketing Channels
Once you created a landing page that effectively communicates the core meaning of your business, the work isn’t over.
As Mack explained, your next job is to ensure that your brand message is universally conveyed across marketing channels including:
- Blog posts
- Email marketing
- Social media campaigns
- Paid marketing efforts
- Automated emails
For example, once Traveling Vineyard’s purpose was clearly communicated on its landing page, other channels needed to evolve to support every step of the buyer journey. Here is what was updated:
- Blog posts that told Kirby’s story and drove traffic to the landing page
- Emails to existing customers to thank them for empowering women like Kirby
- Emails to existing wine guides to inspire them to invite their friends and family to become guides as well
- Follow-up email sequences that communicated next steps and allowed delivered on the company’s brand promise
- Paid ads on Facebook that shared Kirby’s story
All optimization efforts took place over the course of a year. As Mack explained, aligning your messaging isn’t a small task, but a long endeavor that makes for a sustainable and successful business.
It leads to cohesive marketing experiences connected to the heart of what you want to achieve. That kind of cohesive experience resonates with and attracts prospects who share similar goals.
Start With the “Why”
While Mack acknowledged the “meaning beyond money” philosophy might sound a bit fluffy, it lends itself naturally to more concrete goals and financial benchmarks. She explained that understanding the why helps you break down the what of your marketing strategy:
If you start with the why, Mack explained, you can then work backwards to establish concrete business goals – and the strategies and tactics that’ll help you get there.
Over to you. Are your landing pages conveying what matters to you as a business? And does that echo throughout everything you do?
This post originally appeared on Unbounce, and is re-published with permission.Featured Image: ZeldaDungeon.net
The year of mobile has come and gone, so it’s time to get on the mobile PPC bandwagon. Even though more than half of Google’s searches now come from mobile, advertisers are often reluctant to dip their toes in the mobile PPC waters. According to a study by eConsultancy, only 34 percent of companies and 20 percent of agencies have a defined mobile strategy in place.
If you’re not part of that small group, don’t despair. I asked PPC experts for their best mobile PPC tips, and they came through with flying colors. Here are 13 tips for successful mobile PPC.
Mobile PPC Ads
Mobile ad copy is probably the first thing that comes to mind when you think about mobile PPC. Users may search on the same keywords across devices, but their intent could be completely different depending on the device.
That’s why Andrew Bethel of Fibre Glast says, "Seems like a stupid one, but some people still don't do it: Write Mobile Preferred Ads!!!!!" Five exclamation points, folks – that’s how important this is.
Think about what users might be trying to do from a mobile device. Offer directions, a phone number, or a quick solution to their problem – anything that answers the question they may be asking while on the go.
Not only is user intent different, but Google displays mobile ads differently than desktop ads. Late last year, Google opted to show ad extensions instead of the second line of ad copy. As a result, Christi Olsen of PointIt suggests that advertisers should "write mobile preferred ads AND include the call to action in line one," thereby ensuring that it’s still seen. Terry Whalen of Sum Digital echoes that sentiment: "Use description line number one for your most compelling benefit or call to action."
Mobile Keywords and Bid Strategy
If you’re like a lot of people, you haven’t put much thought into your mobile keywords. You probably created a list of keywords based on a keyword suggestion tool and used it for both desktop and mobile.
Incorporating mobile-intent keywords is a great way to drive traffic and conversions from mobile devices. Mark Kennedy of SEOM Interactive has a helpful tip for ecommerce mobile PPC advertisers: "For brick-and-mortar locations, separate 'mobile/in-store/driving' search terms for more control: 'near me,' 'stores,' etc." Create ad groups around these themes and use mobile-preferred ads to reach users who might be looking to visit your location physically.
Mobile bidding also plays a role in your mobile PPC strategy. Sure, we’re all aware of bid modifiers, but are we using them properly? Shashikant Kore of Karooya reminds us that there’s more to mobile bidding than just bid modifiers. "Mobile has far more limited ad slots (than desktop). Expect low impression share and clicks if your ad is not in the top two spots. Prepare to spend money."
Julie Bacchini of Neptune Moon sums up keyword and bid strategies for mobile advertisers: "Take into account the different mindset or end goal for mobile visitors vs. non-mobile, and design accordingly - campaigns, ads, calls to action, and landing pages."
Today’s smartphones have so much to offer – email, social media, texting, apps. There are so many options that we often forget that we’re actually holding a phone in our hands! If you do any business over the phone, use that fact to your advantage by encouraging searchers to call you via mobile.
"Promote calls directly from the SERP through call extensions, and call-only campaigns! Calls are typically three times more valuable than clicks to a mobile site," says Erin Sagin of WordStream. I like to use "Call Us Now!" as the call to action in ad copy. This simple optimization has resulted in a 45 percent increase in calls for some of our clients.
Kirk Williams of ZATO Marketing offers a workaround for the recently-departed call-only extensions: "Call-only extensions are gone, but now you can make Call Only ads in existing Search Campaigns. Test these against text mobile ads in ad groups."
I’d go one step further and say "test your mobile ad copy." Many advertisers don’t bother with testing for mobile-preferred ads, and it’s a mistake.
Don’t forget landing pages when optimizing for mobile calls. "Add call buttons on the landing page if you need calls," says Yuriy Ruzhanovskiy.
Speaking of landing pages, the PPC experts had a lot of suggestions for optimizing mobile landing pages. Bryant Garvin of Purch recommends, at minimum, "Make sure your landing pages are mobile optimized. I especially mean the input types on forms!" Aaron Levy of Elite SEM agrees: "Make converting as easy as possible. Shortened forms, one-click payment methods, and mini landing pages" are among the tactics he uses to increase conversions on mobile.
"Create and test separate landing pages for mobile," suggests Josh Devlin of Pinto Ranch. This is a great idea – especially when user intent is different from desktop intent. Testing multiple landing pages should always be part of your optimization arsenal.
Richard Fergie of E-Analytica takes it yet another step further: "Use a mobile specific design on the landing page. Not responsive, but actual mobile-specific." He credits Michael Madew for this tip, and it makes sense for many businesses. Think about what your users want to do on mobile and create specific landing pages for them.
It’s clear from the tips shared by these experts that mobile needs to be part of your PPC strategy at every phase: goal-setting, ad copy and keywords, landing pages, and conversion optimization. Use these tips to help take your mobile PPC campaigns to the next level!
Today, Google+ introduced a new feature that will enable users to filter their feeds by specific topics.
Dmitry Shapiro, tattletale, stated in an announcement:
“Our happiest Google+ users are those who connect with others around shared interests and passions. So we set out to give people a place to express the things they love. Today, we’re announcing Google+ Collections, a new way to group your posts by topic.”
Collections are streams centered around individual topics. So, for example, if you follow a lot of SEO people on Google+ you can separate their posts from people who post about other things you’re into.
Collections are created by each individual user, which they can choose to share with others or keep private. If you choose to make your collections public, a new tab will be created on your Google+ profile where others can go to see your collections.
Posts contained in collections will also appear in the main Home stream, with the option to jump right to your collections’ stream if you find that to be more interesting.
Collections are available right now on the web and on Android devices, with iOS compatibility said to be coming “later”.
For an example of what Collections are all about, see Google’s Featured Collections page.