searchmarketingexpo.com @erinsagin#SMX #32B
Erin SaginCustomer Success Manager,
WordStream
@erinsagin
searchmarketingexpo.com @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
searchmarketingexpo.com @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
searchmarketingexpo.com @erinsagin#SMX #32B
WHY FOCUS ON MOBILE?
searchmarketingexpo.com @erinsagin#SMX #32B
WHAT’S WRONG WITH THIS PICTURE?
searchmarketingexpo.com @erinsagin#SMX #32B
searchmarketingexpo.com @erinsagin#SMX #32B
CONSIDER THE COMPLETE EXPERIENCE
searchmarketingexpo.com @erinsagin#SMX #32B
#1: NO ONE IS SEEING YOUR ADS
searchmarketingexpo.com @erinsagin#SMX #32B
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
searchmarketingexpo.com @erinsagin#SMX #32B
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
searchmarketingexpo.com @erinsagin#SMX #32B
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.
searchmarketingexpo.com @erinsagin#SMX #32B
EPIPHANY: BOOST AD RANK
searchmarketingexpo.com @erinsagin#SMX #32B
AD RANK
Max CPCBid
Quality Score
Ad Rank
searchmarketingexpo.com @erinsagin#SMX #32B
• Keep up with rising CPCs
• Don’t be afraid to boost mobile bids
REVISIT BIDDING STRATEGY
Mobile CPCs have increased by 150% since
2012.
searchmarketingexpo.com @erinsagin#SMX #32B
searchmarketingexpo.com @erinsagin#SMX #32B
Every +/- 1 Point in Quality Score Results in +/- 18%
Change in Mobile Impression Share (!!)
searchmarketingexpo.com @erinsagin#SMX #32B
IMPROVE QUALITY SCORE
searchmarketingexpo.com @erinsagin#SMX #32B
#2: YOUR PHONE ISN’T RINGING
searchmarketingexpo.com @erinsagin#SMX #32B
PHONE CALLS ARE THE HOTTEST LEADS YOU CAN GET
searchmarketingexpo.com @erinsagin#SMX #32B
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
searchmarketingexpo.com @erinsagin#SMX #32B
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!
searchmarketingexpo.com @erinsagin#SMX #32B
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
searchmarketingexpo.com @erinsagin#SMX #32B
EPIPHANY: PROMOTE CALLS DIRECTLY FROM
THE SERP
searchmarketingexpo.com @erinsagin#SMX #32B
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%
searchmarketingexpo.com @erinsagin#SMX #32B
AD EXTENSIONS
While mobile CTRs are low, extensions yield
higher CVRs.
searchmarketingexpo.com @erinsagin#SMX #32B
searchmarketingexpo.com @erinsagin#SMX #32B
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!
searchmarketingexpo.com @erinsagin#SMX #32B
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
searchmarketingexpo.com @erinsagin#SMX #32B
NEW! CALL-ONLY CAMPAIGNS• Eliminates clicks to mobile
landing pages altogether
• Phone number will appear regardless of location
searchmarketingexpo.com @erinsagin#SMX #32B
• 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
searchmarketingexpo.com @erinsagin#SMX #32B
EPIPHANY: CALL CENTER STAFF
TRAINING = LANDING PAGE OPTIMIZATION
OF MOBILE
searchmarketingexpo.com @erinsagin#SMX #32B
DON’T TAKE PHONE CALLS? ADAPT!
searchmarketingexpo.com @erinsagin#SMX #32B
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
searchmarketingexpo.com @erinsagin#SMX #32B
#3: YOUR MOBILE LANDING PAGE STRATEGY IS OBSOLETE
searchmarketingexpo.com @erinsagin#SMX #32B
THESE MOBILE SITES STINK
searchmarketingexpo.com @erinsagin#SMX #32B
EPIPHANY: WHY DID WE BUILD
THESE CRAPPY MOBILE SITES??!
searchmarketingexpo.com @erinsagin#SMX #32B
But it’s not slow anymore…
BECAUSE MOBILE IS SLOW
searchmarketingexpo.com @erinsagin#SMX #32B
But they keep getting larger…
BECAUSE MOBILE SCREENS ARE SMALL
searchmarketingexpo.com @erinsagin#SMX #32B
EPIPHANY: DUMP YOUR OLD MOBILE LANDING
PAGES (OR, HOW TO TELL IF THEY SUCK)
searchmarketingexpo.com @erinsagin#SMX #32B
% WHO SWITCHED TO FULL SITE
33%
36% 29%
searchmarketingexpo.com @erinsagin#SMX #32B
Conversion Rates: Mobile Site vs. Full Site on Mobile
Pro-tip: You Would be Better Off Sending People to Your Full Site!
searchmarketingexpo.com @erinsagin#SMX #32B
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!
searchmarketingexpo.com @erinsagin#SMX #32B
GOOD LUCK!
searchmarketingexpo.com @erinsagin#SMX #32B