March 5, 2015
3 Killer Mobile PPC Hacks To 3x Your ROI Erin Sagin Customer Success Manager, WordStream
@erinsagin
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@erinsagin #SMX #32B
• Customer Success Manager at WordStream in Boston, MA
• Has specialized in Paid Search for 3+ years
• Team consults for over 3,000 accounts
• When I’m not working, you’ll find me hula hooping, vacationing in the Caribbean and binging on reality TV
MEET ERIN
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@erinsagin #SMX #32B
Include the hashtag #SMX and me, @erinsagin, in your tweets! Prize awarded for: • Funniest tweet • Most clever mobile PPC tip
WIN THIS $25 AMAZON GIFTCARD
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SEARCH IMPRESSION SHARE, BY DEVICE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9
Sea
rch I
mpre
ssio
n S
ha
re
Ad Position
Desktop
Mobile
Tablet
Linear(Desktop)
Linear(Mobile)
Linear(Tablet)
You’re 2x less likely to show for mobile
vs. desktop searchers
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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
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SEARCH IMPRESSION SHARE LOST TO RANK, BY DEVICE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9Se
arc
h Im
pre
ss
ion
Sh
are
Lo
st
to R
an
k
Ad Position
Desktop
Mobile
Tablet
Linear(Desktop)Linear(Mobile)
Mobile impression share
penalty is 2x more dramatic
than it’s desktop
counterparts.
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• Keep up with rising CPCs
• Don’t be afraid to boost mobile bids
REVISIT BIDDING STRATEGY
Mobile CPCs have
increased by 150% since
2012.
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Every +/- 1 Point in Quality Score Results in +/- 18%
Change in Mobile Impression Share (!!)
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CONSIDER NON-CALL LEADS
Desktop Search Conversion Funnel
1. Sees Ad
2. Clicks On Ad
3. Visits Website Landing Page
4. Lead Captured
3% Average Conversion Rate!
Response Time From Creation by 5 Minutes Contact rates significantly
drop off after 5 minutes. Why?
Declining interest, alternate
solution, etc.
Contact Rate 100x decrease from 5 min to 30 min Qualification Rate 21x decrease from 5 min to 30 min
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CLICK TO CALL=GAME CHANGER
Mobile Conversion Funnel
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky Landing Page!!
CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE!
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When you’re testing mobile ads, you need to base your findings on call rate, not CTR or conversion rates.
- Larry Kim
NEW! ADWORDS CALL METRICS
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How do you design a mobile preferred ad? • Include phone specific
language (i.e.: Call now for a free quote!)
• Keep it short and sweet
• Remember, the title
must make sense on it’s own
MOBILE PREFERRED ADS
Ad Type Average
Mobile
CTR
Average
Mobile
CVR
Not device specific 2.66% 2.98%
Mobile preferred ads 3.40% 7.18%
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AD EXTENSIONS
While mobile CTRs are
low, extensions yield
higher CVRs.
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CALL EXTENSIONS
Users are 9x more likely to
place a call from a mobile
SERP than a desktop.
Super Important Mobile
Hack: Bypass the landing
page altogether!
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AD SCHEDULING
Consider a caller’s experience during your off hours • Use time-of-day bid modifiers to
bid less during your off hours • Use advanced options to schedule
Call Extensions
• Pause campaigns during off hours
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NEW! CALL-ONLY CAMPAIGNS
• Eliminates clicks to mobile landing pages altogether
• Phone number will appear regardless of location
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• Run test phone calls to understand the caller experience
• Get to know the team answering the phones
• Request qualitative feedback on mobile traffic
• Ensure you are are staffed sufficiently to handle call volume
PREPARE YOUR TEAM
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EPIPHANY: CALL CENTER STAFF
TRAINING = LANDING PAGE OPTIMIZATION
OF MOBILE
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Redirect traffic to your app, rather than sending users to your landing page: • Link to your mobile app
from directly within text ads
• Time spent in mobile apps last year surpassed time spent on desktops
ENABLE APP EXTENSIONS
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EPIPHANY: WHY DID WE BUILD
THESE CRAPPY MOBILE SITES??!
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But they keep getting larger…
BECAUSE MOBILE SCREENS ARE SMALL
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EPIPHANY: DUMP YOUR OLD MOBILE LANDING
PAGES (OR, HOW TO TELL IF THEY SUCK)
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Conversion Rates: Mobile Site vs. Full Site on Mobile
Pro-tip: You Would be Better Off Sending People to Your Full Site!
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1. Mobile impression share penalty is 2x more dramatic than desktop counterparts– Boost ad rank to gain visibility!
2. Phone calls worth 3x more than clicks to websites– Promote call conversions directly from SERP!
3. Mobile phones are 4x more powerful than 4 years ago – Update your landing pages to enable advanced workflows!
LET’S RECAP!
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