Dominating Mobile PPC: 3 Tips to 3X Your Conversions - SMX East
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Transcript of Dominating Mobile PPC: 3 Tips to 3X Your Conversions - SMX East
#SMX #25c @erinsagin
By Erin Sagin (with the help of Data Scientist, Mark Irvine)
DOMINATING MOBILE PPC: 3 TIPS TO 3X YOUR CONVERSIONS
#SMX #25c @erinsagin
PPC Evangelist & Community Manager at WordStream
Has specialized in Paid Search for 4 Years
“From” Boston, Massachusetts
MEET ERIN
#SMX #25c @erinsagin
I’m a nomad!
#SMX #25c @erinsagin
Fun Fact! I moonlight as a bartender!
#SMX #25c @erinsagin
Brace yourselves.
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HEY GUYS – 2015 is the year of mobile!
#SMX #25c @erinsagin
The problem is, most of us suck at it.
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Mobile Conversion Rates
are CONSISTENTLY lower than their desktop/tablet counterparts!
#SMX #25c @erinsagin
#SMX #25c @erinsagin
ERIN’S TOP 3 TIPS FOR MOBILE PPC DOMINATION
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MOBILE PROBLEM #1: YOU’RE USING A ONE-SIZE FITS ALL STRATEGY
#SMX #25c @erinsagin
#SMX #25c @erinsagin
#SMX #25c @erinsagin
Mobile is a different playing field.
#SMX #25c @erinsagin
SEARCH IMPRESSION SHARE, BY DEVICE
It’s twice as hard to get your ad on the mobile SERP.
Wordstream Study across 1,200 SMB accounts.
#SMX #25c @erinsagin
Mobile ads are less likely to be shown even in position 1
Below position 2, forget about it
No accounts had mobile position below 4
MOBILE COMPETITION IS FIERCE
Mobile ad real estate is limited
#SMX #25c @erinsagin
IT’S EASY TO BELIEVE WHAT YOU WANT TO
#SMX #25c @erinsagin
OK, BE HONEST Who DOESN’T feel 100% confident
measuring offline/cross-device conversions?
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Most of us are playing a mobile guessing game.
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SOLUTION #1: CUT YOUR LOSSES; NIX YOUR NON-CONVERTERS
#SMX #25c @erinsagin
LET’S DO MATH!
Viewed Mobile Ads
Visited Landing PageCaptured Lead
$ CLOSED DEAL! $
Conversion Rate = (Captured Leads / Website Visitors) x 100%
Cut out pricey, useless
impressions/clicks!
#SMX #25c @erinsagin
UNDERSTAND WHAT’S WORKING
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HIGH PURCHASE INTENT KEYWORDS
Color!
Style! Brand!
Size!
I have my wallet
out!
Emergency !
#SMX #25c @erinsagin
HOW TO PRIORITIZE THESE KEYWORDS High-Intent Terms Organize in separate campaigns Assign specific budgets/CPA goals Use higher bid modifiers
Low-Intent Terms Reduce bids or eliminate mobile
presence altogether using -100% mobile bid modifier
#SMX #25c @erinsagin
AND NOW YOU HAVE EXTRA CA$H!
#SMX #25c @erinsagin
Adjust bids for informational
keywords
Invest in other tactics with higher
conversion rates Pizza!
#SMX #25c @erinsagin
MOBILE PROBLEM #2: SEARCHERS LOSE FOCUS QUICKLY
#SMX #25c @erinsagin
#SMX #25c @erinsagin
WHO HAS A LONGER ATTENTION SPAN?
9seconds
8seconds
A GOLDFISH MY BOSS, LARRY
#SMX #25c @erinsagin
LARRY’S PHONE IS A MINEFIELDIn the time in took me to search for a local pizza joint, Larry’s phone got: 4 Twitter notifications 2 LinkedIn notifications 6 emails 1 Facetime call 1 re-engagement notification
(from WordStream’s BRAND NEW App)
#SMX #25c @erinsagin
NOW ADD IN EXTERNAL FACTORS
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How the heck has Larry ever completed a purchase on his iPhone?!
#SMX #25c @erinsagin
SOLUTION #2: ENGAGE SEARCHERS DIRECTLY FROM THE SERP
#SMX #25c @erinsagin
Use unique ad copy to encourage the searcher to take an action.
#SMX #25c @erinsagin
SPEAK TO A MOBILE AUDIENCE Keep language
short & sweet Common themes
of the best mobile preferred ad copy included “Mobile” or “Phone” specific language
#SMX #25c @erinsagin
UTILIZE AD EXTENSIONS
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APP EXTENSIONS
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CALL EXTENSIONS
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PHONE CALLS = HOT LEADS
Calls worth 3x more than clicks to the landing page!
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CALL ONLY CAMPAIGNS*Pro-tip:
Bypass your mobile landing
pages altogether!
#SMX #25c @erinsagin
NEW! MOBILE AD FORMATS
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FIND A HOTEL ROOM!
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GET A CREDIT CARD!
#SMX #25c @erinsagin
#SMX #25c @erinsagin
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Let’s take a glimpse into the future.
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THE BUY BUTTON
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MOBILE PROBLEM #3: YOUR LANDING PAGES SUCK
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WE BUILT THESE CRAPPY LANDING PAGES ON PURPOSE?!?!
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BECAUSE MOBILE IS SLOW
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BECAUSE MOBILE SCREENS ARE SMALL
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BECAUSE PEOPLE ARE DUMB
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% WHO SWITCHED TO FULL SITE
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CONVERSION RATES: MOBILE SITE VS. FULL SITE ON MOBILE
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SOLUTION #3: SHAKE UP YOUR MOBILE LANDING PAGES
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THERE’S NO RECIPE FOR THE PERFECT MOBILE LANDING PAGE
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E-COMMERCE: ASOS
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LONG SALES CYCLE: BLINDS.COM
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LEAD GEN: GRUBER LAW
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Test, test, test!
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THE USER IS DRUNK TESTWatch Squareweave’s here:
bit.ly/1fKSAc0
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SO GUYS, LET’S GET DRUNK
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AND ORDER A PIZZA
#SMX #25c @erinsagin
THE USER IS DRUNK – DOMINO’S TEST1. Your attention to detail is…
impaired2. Your vision isn’t quite
20/203. You’re more apt to give up4. You’re drunk, not dumb
Verdict: Domino’s has done a pretty good job…but I’d still rather just text an emoji
Ugh, another barrier. This does not feel seamless.
Dom didn’t deny me my options!
#SMX #25c @erinsagin
NOT ALL PHONES ARE CREATED EQUAL
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Moral of the story? Get your friends drunk and break out your mobile landing pages.
#SMX #25c @erinsagin
Cut your losses - nix your non-converters Engage your searcher from directly within
the SERP Revamp your mobile landing pages
ERIN’S TIPS FOR MOBILE PPC DOMINATION
#SMX #25c @erinsagin
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CAMARCH 1-3, 2016