3 killer mobile hacks to 3x your roi - smx west

searchmarketingexpo.com @erinsagin#SMX #32B

Erin SaginCustomer Success Manager,

WordStream

@erinsagin


• 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


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


WHY FOCUS ON MOBILE?


WHAT’S WRONG WITH THIS PICTURE?


CONSIDER THE COMPLETE EXPERIENCE


#1: NO ONE IS SEEING YOUR ADS


SEARCH IMPRESSION SHARE, BY DEVICE

1 2 3 4 5 6 7 8 90%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Desktop

Linear (Desktop)

Mobile

Linear (Mobile)

Tablet

Linear (Tablet)

Ad Position

Sea

rch

Impr

essi

on S

hare

You’re 2x less likely to show for mobile

vs. desktop searchers


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


SEARCH IMPRESSION SHARE LOST TO RANK, BY DEVICE

1 2 3 4 5 6 7 8 90%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

DesktopLinear (Desktop)MobileLinear (Mobile)TabletLinear (Tablet)

Ad Position

Sear

ch Im

pres

sion

Sha

re L

ost

to R

ank

Mobile impression share penalty is 2x more dramatic

than it’s desktop counterparts.


EPIPHANY: BOOST AD RANK


AD RANK

Max CPCBid

Quality Score

Ad Rank


• Keep up with rising CPCs

• Don’t be afraid to boost mobile bids

REVISIT BIDDING STRATEGY

Mobile CPCs have increased by 150% since

2012.


Every +/- 1 Point in Quality Score Results in +/- 18%

Change in Mobile Impression Share (!!)


IMPROVE QUALITY SCORE


#2: YOUR PHONE ISN’T RINGING


PHONE CALLS ARE THE HOTTEST LEADS YOU CAN GET


CONSIDER NON-CALL LEADSDesktop Search

Conversion Funnel1. Sees Ad

2. Clicks On Ad

3. Visits Website Landing Page

4. Lead Captured

3% Average Conversion Rate!

Response Time From Creation by 5 MinutesContact rates significantly drop off after 5 minutes. Why?

Declining interest, alternate solution, etc.

Contact Rate100x decrease from 5 min to 30 min

Qualification Rate21x decrease from 5 min to 30 min


CLICK TO CALL=GAME CHANGERMobile Conversion

Funnel1. Sees Ad

2. Calls Business

3. Lead Captured

No Leaky Landing Page!!

CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE!


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


EPIPHANY: PROMOTE CALLS DIRECTLY FROM

THE SERP


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 ADSAd Type Average

Mobile CTR

Average Mobile CVR

Not device specific 2.66% 2.98%

Mobile preferred ads 3.40% 7.18%


AD EXTENSIONS

While mobile CTRs are low, extensions yield

higher CVRs.


CALL EXTENSIONSUsers are 9x more likely to place a call from a mobile

SERP than a desktop.

Super Important Mobile Hack: Bypass the landing page altogether!


AD SCHEDULINGConsider 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


NEW! CALL-ONLY CAMPAIGNS• Eliminates clicks to mobile

landing pages altogether

• Phone number will appear regardless of location


• 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


EPIPHANY: CALL CENTER STAFF

TRAINING = LANDING PAGE OPTIMIZATION

OF MOBILE


DON’T TAKE PHONE CALLS? ADAPT!


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


#3: YOUR MOBILE LANDING PAGE STRATEGY IS OBSOLETE


THESE MOBILE SITES STINK


EPIPHANY: WHY DID WE BUILD

THESE CRAPPY MOBILE SITES??!


But it’s not slow anymore…

BECAUSE MOBILE IS SLOW


But they keep getting larger…

BECAUSE MOBILE SCREENS ARE SMALL


EPIPHANY: DUMP YOUR OLD MOBILE LANDING

PAGES (OR, HOW TO TELL IF THEY SUCK)


% WHO SWITCHED TO FULL SITE

33%

36% 29%


Conversion Rates: Mobile Site vs. Full Site on Mobile

Pro-tip: You Would be Better Off Sending People to Your Full Site!


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!


GOOD LUCK!

3 killer mobile hacks to 3x your roi - smx west

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