#SMX @MarkIrvine89

Mobile Search For 2015

Getting the most out of the fastest growing audience

#SMX @MarkIrvine89

Meet Mark Irvine

• Data Scientist at Wordstream in Boston, MA

• Researches industry trends in PPC

• Been working Paid Search for 3 Years

• Before PPC Life, worked with NESN, ESPN, & CBS Sports

#SMX @MarkIrvine89

The US Has Officially Gone Mobile

*US Smartphone population data from aggregated comScore reports. US Population estimates via US Census Bureau.

Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Apr-13 Jul-13 Oct-13 Jan-14 Apr-14 Jul-14 Oct-140.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Share of US Population with Smartphones

#SMX @MarkIrvine89

Mobile is a Big Deal

Number of US Adult Consumers: 232 Million

Number with smartphones: Number with credit cards: 167 Million (72%)**

187 Million (81%)*

*ComScore, March 2015 Estimates**Federal Reserve Boston, September 2014 Estimates

#SMX @MarkIrvine89

Today, there are more people carry a smartphone than a credit card.

#SMX @MarkIrvine89

Growing Mobile Search Volume

Mobile search volume is growing – faster than desktop.

#SMX @MarkIrvine89

Exclusive Mobile Audiences

The mobile only population has exceeded the desktop only population in the US.

This audience represents a unique & new demographic for advertisers.

#SMX @MarkIrvine89

Mobile Search Has Already Beat Desktop

Bullets Go Here And Here

 Jerry Dischler, VP AdWords

#SMX @MarkIrvine89

Success of the Mobile SERP - 4 Parts

Reach the Mobile SERP

1

#SMX @MarkIrvine89

Success of the Mobile SERP - 4 Parts

Reach the Mobile SERPStand out on the Mobile SERP

2

#SMX @MarkIrvine89

Success of the Mobile SERP - 4 Parts

Convert the Mobile searcher

3

#SMX @MarkIrvine89

Success of the Mobile SERP - 4 Parts

Drive action off their mobile device

4

#SMX @MarkIrvine89

1. Reach the Mobile SERP

#SMX @MarkIrvine89

Making It To the SERP is Difficult

Wordstream Study across 1,200 SMB accounts.

1 2 3 4 5 6 7 80%

10%

20%

30%

40%

50%

60%

Search Impression share, by device

Ad Position

Sea

rch

Im

pre

ssio

n S

har

e

It’s TWICE as hard to get your ad on the mobile SERP!

#SMX @MarkIrvine89

Making it to the SERP is Difficult

Competition is

FIERCE!

• Mobile Ads are much less likely to be shown, even in position 1.

• Below position 2, forget it. • No accounts had mobile position

below 4.3.

#SMX @MarkIrvine89

Integrate mobile keyword strategy

People search differently on mobile. Make sure you’ve got your bases covered!

sears lawnmower prices

best chinese restaurants in ny

iphone6 reviews

definition of love

vacation packages in cancun

different types of ski masks

sears coupon

chinese

iphone6 price

dictionary

cancun

ski mask

#SMX @MarkIrvine89

Local Is Key To On The Go Searchers

Users searching “Near Me” has doubled in the past 12 months.

Make sure your mobile strategy reflects a local audience.

#SMX @MarkIrvine89

Mobile Becoming Increasingly Costly

Mobile CPCs have increased

150% since 2012.

Desktop CPCs have increased

50%

Wordstream Study from 400 USD clients consistently advertising on mobile since 1/1/12

Enhanced Campaigns

#SMX @MarkIrvine89

Adjust Your Mobile Bids Revisit mobile budget strategy Don’t be afraid to raise mobile bids

CASE STUDY: • +300% MBA• Mobile CPC is still 1/3 of desktop

Device Search Clicks Search CPC

Desktop 139 $0.30

Mobile 2,322 $0.12

Tablet 17 $0.35

#SMX @MarkIrvine89

Even if mobile traffic is worth less, mobile traffic isn’t worthless.

Use mobile bid adjustments accordingly.

#SMX @MarkIrvine89

Catering Your Mobile Bid Your approach to mobile doesn’t need to be all or

nothing.

#SMX @MarkIrvine89

2. Stand out on the Mobile SERP

#SMX @MarkIrvine89

Exclusive Mobile Audiences

1 2 3 4 5 6 7 80.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

Expected CTR, by device

Ad Position

Sea

rch

CT

R

Wordstream Study across 1,200 SMB accounts.

#SMX @MarkIrvine89

Speak To Mobile AudiencesUniversally, those who use mobile preferred ad copy find it successful.

Ad Type Mobile CTR Mobile CVR

Not device specific 2.66% 2.98%

Mobile preferred ads 3.40% 7.18%

Cater to an audience on-the-run Keep language short & sweet Common themes of the best mobile

preferred ad copy included “Mobile” or “Phone” specific language

#SMX @MarkIrvine89

Use All Available Ad Extentions

Location!

App!

Sitelinks!Call Out!Call!

Review!

#SMX @MarkIrvine89

Use Mobile Specific ExtensionsAll ad extensions help boost performance, but mobile extensions speak more specifically to the audience. Sitelink Type Mobile

Sitelink CTRMobile Sitelink CVR

Not device specific 0.99% 4.36%

Mobile preferred ads 1.13% 5.64%

Character limit on mobile is often more strict.

Fewer extensions likely to show – highlight your best.

Again, make your offer mobile-friendly.

#SMX @MarkIrvine89

Let Them Know You’re Friendly Google favors sites that are mobile-responsive Test yours at:

www.google.com/webmasters/tools/mobile-friendly/

#SMX @MarkIrvine89

New Mobile Ad Formats

New mobile ad formats signal a revolution in how Google approaches search.

Image Carousel With Detailed Info

Call or Get Directions

50% of Car & Automotive Searches Happen on Mobile.

#SMX @MarkIrvine89

New Mobile Ad Formats

For Travel:

Vacancies available directly on the SERP

Book directly from the SERP

69% of Travel research is done while waiting or commuting

#SMX @MarkIrvine89

New Mobile Ad Formats

For Finance:

Compare rates for mortgages, credit cards, insurance

Support for local agents & branches

48% Growth in Mobile Finance Searches

#SMX @MarkIrvine89

New Mobile Ad Formats

For Ecommerce:

Local Inventory

Ads

Expandable Product Card on SERP

69% of Travel research is done while waiting or commuting

Transparent Reviews & Ratings

175% Growth in Shopping Searches on Mobile in First 5 Months of Year

#SMX @MarkIrvine89

3. Convert the Mobile Searcher

#SMX @MarkIrvine89

Mobile in 2009 Was A Different Story

#SMX @MarkIrvine89

Mobile Conversion Trends

Bullets Go Here And Here

Mobile CVRs still lag Desktop/Tablet, though improving

#SMX @MarkIrvine89

Mobile Has Changed

Bullets Go Here And Here

#SMX @MarkIrvine89

Mobile Has Changed

Mobile screensize & download speeds have

increased

#SMX @MarkIrvine89

Poor Content Makes Poor Experience Problems with the mobile user are

different than 2011/2012 No longer need small, content bare sites Most users are researchers and need that

content-rich experience

16.5-20% of users on sites like this opted for “Full Site”

option

The mobile users who made the switch were also more

likely to convert!

#SMX @MarkIrvine89

Convert Mobile Users With A Different Offer

Make sure your offer is possible on a mobile device

Avoid offering whitepaper downloads or demo/trial downloads

Give option to call in and ask questions

Present a mobile CTA

#SMX @MarkIrvine89

Google Pay

Increase conversions in apps or mobile sites with Google Wallet payments.

Streamline mobile conversions by skipping a leaky checkout process!

#SMX @MarkIrvine89

Mobile Users Convert Best Off Your Page

Mobile-specific offers of click-to-call and app extensions with lower CTRs, but extremely high CVRs!

#SMX @MarkIrvine89

Call Only Campaigns Don’t have a mobile website? Click to Call is a cheap way to

drive new leads. MOBILE ONLY Call only campaigns launched in Feb.

Users are 3x more likely to place call from Mobile

than desktop

#SMX @MarkIrvine89

Replaces “Phone Number Only” Call Extensions

“Phone Number Only” Call Extensions will automatically become regular call extensions any day now.

“Phone Number Only”Call Extensions

Call Only Campaigns

Launched <Find this out> Feb 2015

Sunset June 2015 N/A

Shows on mobile as Click to call if extension shows; Text ad otherwise

Always click to call

Campaign targets All devices Just mobile

#SMX @MarkIrvine89

Mobile Calls Come Off Hours

Bullets Go Here And Here

80% of desktop calls come between 9-5, M-F

vs. only 63.8% on mobile

#SMX @MarkIrvine89

Scheduling Your Calls More mobile calls occur outside of

M-F|9a-5p and are bigger for B2C markets.

Consider only running call extensions or call campaigns when store or customer service line is open & eliminate wasted spend.

Or consider investing in longer call hours to field more leads.

#SMX @MarkIrvine89

Mobile App Extensions Mobile users now spend more time in

apps than they do in any other mobile activity. Mobile App

Extension

#SMX @MarkIrvine89

4. Drive Action Off Their Mobile Device

#SMX @MarkIrvine89

Measure Calls From Paid Search

Track calls from call extensions & measure what’s generating calls on the SERP

#SMX @MarkIrvine89

Measure Calls From Paid Search

Track calls from landing pages & import them directly as offline conversions. Record & Listen to calls to score your leads with Wordstream or similar services.

#SMX @MarkIrvine89

Track Offline Actions from Online Visits

9 out of 10 Smartphone Users Start a Task on one Device and Finish on Another

Measure Estimated Cross-Device & Total Conversions

#SMX @MarkIrvine89

Track Offline Actions from Online Visits

Track in person store visits after a paid click

9 out of 10 Smartphone Users Start a Task on one Device and Finish on Another

Google also began reporting “In Store Visits” from paid clicks for some advertisers.

Currently available for larger brick & mortars

#SMX @MarkIrvine89

Offline Media Creates Online Action

1:50

1:52

1:54

1:56

1:58

2:00

2:02

2:04

2:06

2:08

2:10

2:12

2:14

2:16

2:18

2:20

2:22

2:24

2:26

2:28

2:30

2:32

2:34

2:36

2:38

2:40

2:42

2:44

2:46

0%

100%

200%

300%

400%

500%

600%

700%

Website Visitors Following Regional TV Buy

Active Website Visitors

Time

Sh

are

of

typ

ica

l a

cti

ve

we

bs

ite

us

ers

2:29 – 6x active users

1:55 - Ad airs

2:02 – 6x active users

2:23 – Traffic 10% Elevated. Ad airs.

2:46 – Traffic 20% Elevated.

#SMX @MarkIrvine89

Think Mobile First

1:501:52

1:541:56

1:582:00

2:022:04

2:062:08

2:102:12

2:142:16

2:182:20

2:222:24

2:262:28

2:302:32

2:342:36

2:382:40

2:422:44

2:460%

100%

200%

300%

400%

500%

600%

700%

Website Visitors Following Regional TV Buy

Mobile VisitorsTablet VisitorsDesktop Visitors

Time

Shar

e of

typi

cal a

ctive

web

site

user

s

#SMX @MarkIrvine89

We’re Looking At Multiple Screens – At the Same Time!

Source: “The New Multi-Screen World Study”,

Think With Google, 2012

Mobile users are

3x more likely to respond to a

commercial

#SMX @MarkIrvine89

THANK YOU!

Mark Irvine, Wordstream