Last week, Keith Wilson, VP of Agency Products at The Search Agency, participated in a Google hangout where moderator Jason Spero, head of Google Global Mobile Sales, gauged the way agencies are adapting to new elements within the paid search marketing landscape. The four panelists offered a wide range of perspectives focused particularly on adjusting marketing strategies for the mobile era. In this post, we will explore the questions proposed by moderator Jason Spero and analyze the discussion that ensued between the representatives of the leading agencies.
To begin, we’ll dive into a discussion about the challenges of introducing clients to mobile marketing, many of whom were not fully on board with mobile until Enhanced Campaigns opted all advertisers into mobile campaigns. Specifically, Spero inquired about how agencies are conveying the importance of mobile campaigns and what advice they have for clients who have very little experience with mobile marketing:
The panelists offered the following suggestions for advertisers:
- Matt Mierzejewski, executive VP of PPC for RKG, recommended that advertisers look into using product listing ads (PLAs) on mobile devices, which can dramatically increase ROI. Another place to start is to analyze keyword performance and to reorganize high-volume keywords into different ad groups, keeping in mind that the ad group level is the lowest level to set bid modifiers.
- For Matt Naeger, executive VP of Strategy for Impaqt, the first question that advertisers new to mobile should ask themselves is, where are you taking your visitors? He stressed the importance of the mobile landing environment for user experience, which can be achieved through responsive web design.
- Keith Wilson of The Search Agency recommended going to the SERP to see how your brand is represented and to see what you’re presenting to the consumer. He also stressed the importance of investing in editorial alignment of content and ad messaging to the consumer’s “intent”, as represented through their keyword query and mobile platform. Also, ensuring a positive consumer experience doesn’t just reside at the ad level but at the on-site level as well. He cited landing page optimization as one of the most under-utilized areas of search optimization that can drive growth while enhancing the overall user experience.
- Jordan Jacobson, Media Manager at iCrossing, recommended that advertisers start by assessing the general usability of their mobile site. Look at the whole experience that your mobile site provides, and look at research to determine what people are looking for on mobile devices so that you can adapt that experience to fit user needs.
Mobile devices have become increasingly pervasive in the everyday lives of consumers, and these devices are being used in new and complicated ways. Consumers use mobile devices to make phone calls, look up brands, and make purchases, but they also use them as a starting point in search in conjunction with other devices. As a result, the panelists unanimously agreed that the most significant hurdle for mobile advertisers is in understanding attribution and breaking down the barriers that create a gap between online and offline conversions. Tomorrow, we will detail the Keith’s take on attribution and the use of micro-conversions as a way to estimate the value of mobile advertising campaigns.
For more details, check out the archived recording.