CONFIDENTIAL – DO NOT DISTRIBUTE 1

Mobile Metrics that

Matter

Jaclyn Jordan Paid Search Strategist

@WordStream

June 2014

Jaclyn Jordan

• Paid Search Strategist, WordStream, Inc.

• Experience managing 200+ accounts across 25+ industries

• Began PPC career in Germany

• Enjoy Nerf wars

@jjordanWS

Today’s Agenda

• SEM Metric Comparison

Across Devices

• 3 Mobile Metrics that

Matter

• How to Compete on

Mobile (without busting

the bank)

CTR

*Pulled from over 1,200 cross-industry accounts

All Devices: Ad Rank and CTR

y = -0.023ln(x) + 0.0529 R² = 0.162

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

10.00%

1 2 3 4 5 6 7 8

Sear

ch C

TR

Ad Position

Expected CTR

Higher Positions =

Higher CTRs

All Devices: Ad Rank and CTR

Ad Rank and CTR: Device Comparison

DESKTOP TABLET

MOBILE

Segmented Devices: Ad Rank and CTR

*Pulled from over 1,200 cross-industry accounts

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

10.00%

1 2 3 4 5 6 7 8 9

Sear

ch C

TR

Ad Position

Expected CTR, by device

Desktop

Mobile

Tablet

Log. (Desktop)

Log. (Mobile)

Log. (Tablet)

Mobile CTR drops

off 45% from

Position 1 to 2

Segmented Devices: Ad Rank and CTR

Mobile CTR drops off 45% faster than desktop or tablet!

Outside of Position 1, Mobile CTR =

Much Lower Positions on Desktop

QUALITY SCORE

Segmented Devices: Quality Score

Segmented by Device:

Segmented Devices: Quality Score

Impression

weighted QS

Share of clicks on mobile devices

*Data from over $9 Billion in Graded Spend

Do more mobile clicks mean lower quality scores?

Segmented Devices: Quality Score

Nothing to suggest that mobile plays into

Quality Score either way.

NOPE!

AWESOME

CPC

Segmented Devices: CPC

Data is from 406 USD clients consistently advertising on mobile since 1/1/12

Mobile

CPCs have

increased

150% since

2012.

Enhanced

Campaigns

Desktop

CPCs have

increased

50%

IMPRESSION

SHARE

Segmented Devices: Impression Share

*Pulled from over 1,200 cross-industry accounts

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

1 2 3 4 5 6 7 8 9

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ch Im

pre

ssio

n S

har

e

Ad Position

Search Impression share, by device

Desktop

Mobile

Tablet

Linear (Desktop)

Linear (Mobile)

Linear (Tablet)

Much less likely to

show on mobile vs.

desktop

Segmented Devices: Impression Share

• 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.

Segmented Devices: Impression Share

Mobile impression share penalty is more

dramatic than it’s desktop counterparts.

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

1 2 3 4 5 6 7 8 9

Sear

ch Im

pre

ssio

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har

e lo

st t

o R

ank

Ad Position

Search Impression Share lost to Rank, by device

Desktop

Mobile

Tablet

Linear (Desktop)

Linear (Mobile)

Linear (Tablet)

So, what ARE the Mobile

Metrics that Matter?

Mobile Metrics that Matter

CTR CPC Impression Share

Mobile CTR drops off 50%

faster than desktop or

tablet.

Search CPCs have been rising

dramatically for mobile over

the past 12 months

Mobile impression share

penalty is more dramatic

than it’s desktop

counterparts.

1 2 3

What do we do about it?

Improve Mobile CTR

Speak to a mobile audience

• Cater to an audience on-the-run

• Keep language short & sweet

• Make it easy to interact with your

ad

• Don’t have a mobile website?

Turn off option to click through on

call extension setting.

Improve Mobile CTR

Present a mobile CTA

• 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

Improve Mobile CTR

Use all available extensions

Location

Call

Sitelinks

Improve Mobile CTR

Ecommerce: Google

Shopping or bust!

Budget for Increased Mobile CPCs

• Revisit search/mobile budget strategy

• Don’t be afraid to raise mobile bids

Device Search Clicks

Search CPC

Desktop 139 $0.30

Mobile 2,322 $0.12

Tablet 17 $0.35

CASE STUDY: A client targeting a mobile audience decided to

pivot more spend to the platform on certain campaigns. All of

these campaigns actually use a +300% MBA. Even with bids 3x

that of desktop, their actual mobile CPC is still considerably

cheaper than is on desktop:

Let’s recap

Bring it all together

1. Speak to mobile audience

2. Present a mobile CTA

3. Use all mobile extensions

4. Ecommerce: Have presence on Google Shopping

5. Make sure you have appropriate bid adjustments in place

6. Don’t be afraid to raise mobile bids

Thank you!

@jjordanWS

jjordan@wordstream.com