FIGARODIGITAL.CO.UK
UPFRONTS
INSIGHT
GOOGLE ENHANCED CAMPAIGNS
Biggest change to AdWords in 10 years
One of the big announcements which
has been being causing search teams a bit of a headache recently is Google’s Enhanced Campaigns,” says Paul Honey, MD at Strange. Speaking at the recent Figaro Digital Marketing Conference, he explained to delegates that Enhanced Campaigns “allow you to do device, location and time-targeting and to serve separate ad copy and urls. So, for one keyword you can send mobile traffi c to different pages. You can serve different copy to people when they’re on a mobile device in a specifi c location - close to a retail outlet, for example. You can also serve different messages at different times of day. Critically, you can also bid-optimise by time, day and location. Now, you could sort of do all of that in AdWords already, but this brings it into one separate platform. What’s interesting to see here is how Google is positioning its core product right at the heart of that cross-device area.”
strangecorp.com
STATISTICS
64% OWN A SMARTPHONE
15%
15% OF TOTAL WEB TRAFFIC NOW COMES FROM NON-DESKTOP DEVICES.
SOURCE: HUBSPOT
29% OF UK ADULTS
TABLET OWN A
ADVERTISING TRIPLED IN THE LAST YEAR TO RECORD LEVELS. IN APRIL THE IAB REPORTED THAT UK DIGITAL AD-SPEND IS
MOBILE
148% YOY TO £526M IN 2012.
UP SOURCE: HUBSPOT 8 issue 17 may 2013
INSIGHT
GETTING REAL WITH MOBILE
“Every year we
get the marketing trends that say ‘this is going to be the year of mobile,’ says Liz Deverell-Smith, Planner at Amaze. Speaking at the recent Figaro Digital Mobile Seminar, she told delegates that 2013 will be the year mobile takes centre stage when it comes to delivering news and information. “Mobile and tablet
devices are rapidly becoming the primary experience,” she says. With 15 per cent of total web traffi c now occurring beyond the PC, mobile and tablet devices will increasingly “cannibalise PC usage”. Yet despite the myriad statistics charting mobile’s rise, Deverell-Smith says that mobile is still not foremost enough on the agenda for many, as evidenced by the fact that only a third of FTSE 100 companies have a mobile-optimised site (Compuware, 2012). “We need to develop a new, more measured
approach to mobile,” she says. When developing a
mobile strategy, Deverell-Smith recommends getting C-level sponsorship on board to assist with allocation of budget and establishing a cross- departmental working group. “Mobile touches every single part of an organisation. Every single department should be represented. Understand what technology is available now. Understand what capabilities the existing technology has to offer but also understand what predictions there are for technology in the next fi ve years. Understanding that will help you have a much more future-proofed solution and a solution- fi rst focus for your mobile strategy.” In this context, says Deverell-Smith, less can be more. A mobile site need not reproduce everything your desktop site does. And once your mobile strategy is in place, she says, brands need to develop a roadmap. “I think the most important thing is to be realistic. Don’t overestimate what you can achieve in one year but don’t underestimate what can be done in three years, because mobile technology moves on very rapidly”.
amaze.com
UP FROM 48% IN 2011
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