your ppc mobile action plan in 10 steps
DESCRIPTION
Presentation from SMX West, 2014. Get a solid action plan for your mobile PPC campaigns!TRANSCRIPT
YOUR MOBILE
ACTION PLAN
IN 10 STEPS
@joekerschbaum
MOBILE SECRET SAUCE?
@joekerschbaum
PAIN PROGRESSION
TELL GOOGLE
YOUR AD PREFERENCES
@joekerschbaum
MOBILE ADS = DO THEM NOW!
“Mobile-optimized text ads and extensions will be given preference on mobile devices.”
TIP: Avoid truncation. Mobile ads should be shorter. Aim under 60 characters.
@joekerschbaum
NOT YOUR MOMMA’S SITE LINKS
@joekerschbaum
CHECK THAT BOX, YO!
Task: Use Mobile Preferred Ads &
Site Links
Step 1
Step 2
TIP: Mobile sitelinks should be shorter. Aim for 15-17 characters in length.
MOBILE DEVICES
ARE ACTUALLY
PHONES –
REMEMBER?
@joekerschbaum
GUESS WHO I ’M CALLING?
@joekerschbaum
TWO CLICKS AND YOU’RE DONE
• Charged the same as for a standard click on the ad.
• Clickable on devices that allow a user to click and call
• Utilizes Google call-forwarding for tracking
• Count calls as conversions when they last longer than 60 seconds
@joekerschbaum
TRACK THOSE CALL CONVERSIONS
Step 1
Step 2
Task: Utilize Call Extensions
GET PURPOSEFUL
WITH THOSE MOBILE BIDS
@joekerschbaum
WHAT’S GOING ON HERE?
Task: Determine a Mobile Bidding
Strategy
MODIFIERS MODIFYING
EACH OTHER
ALL OVER THE PLACE
@joekerschbaum
@joekerschbaum
PLAY NICE, FOLKS
Mobile Modifier
Geographic Modifier
Ad Scheduling
Bid RulesKeyword
Bid
@joekerschbaum
ACTIVE BID ADJUSTMENTS
Task: Review All Bid Modifiers
IMPROVE MOBILE & GDN:
DON’T CROSS THE STREAMS
@joekerschbaum
MOBILE + DISPLAY = SADNESS
@joekerschbaum
MOBILE IS THE LITTLE GUY HERE
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Computers Mobile devices with full browsers Tablets with full browsers
Conv Rate
Conv Rate
@joekerschbaum
CRAFT YOUR STRUCTURESe
arch
PCs
Tablets
Mobile Devices
Dis
pla
y
PCs
Tablets
@joekerschbaum
ADJUST MOBILE BID MODIFIER
Task: Exclude Mobile Devices from GDN
Dis
pla
y
PCs
Tablets
SORRY, GOOGLE –
TABLETS ARE STILL MOBILE
@joekerschbaum
TABLETS ARE MOBILE DEVICES
@joekerschbaum
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
Computers Tablets with full browsers
Conv Rate
Conv Rate
BETTER THAN MOBILE ISN’T GOOD
@joekerschbaum
KILL THOSE CATEGORIES
Step 1
Step 2
Step 3
@joekerschbaum
KILL THOSE APPS
Step 1
Step 2
Step 3
Task: Exclude Mobile Apps
from GDN
CONVERSION OPTIMIZER
MAY NEGLECT MOBILE
@joekerschbaum
ALL YOUR EFFORT = FAIL
BangHeadHere
@joekerschbaum
CONVERSION OPTIMIZER ADJUSTMENT
Step 1
Step 2
@joekerschbaum
ONE CLICK – AND BOOM!
0.0
100.0
200.0
300.0
400.0
500.0
600.0
700.0
800.0
900.0
1000.0
100000.0
150000.0
200000.0
250000.0
300000.0
350000.0
400000.0
Impressions
Clicks
20.0
30.0
40.0
50.0
60.0
70.0
80.0
1/2
2/2
01
4
1/2
4/2
01
4
1/2
6/2
01
4
1/2
8/2
01
4
1/3
0/2
01
4
2/1
/20
14
2/3
/20
14
2/5
/20
14
2/7
/20
14
2/9
/20
14
2/1
1/2
01
4
2/1
3/2
01
4
2/1
5/2
01
4
2/1
7/2
01
4
2/1
9/2
01
4
2/2
1/2
01
4
2/2
3/2
01
4
2/2
5/2
01
4
Conversions
Conversions
Task: Use Accelerated Ad Delivery with
Conversion Optimizer
NOT JUST RESPONSIVE DESIGN:
RESPONSIVE EXPERIENCE.
@joekerschbaum
FRACTURED USER FOCUS
@joekerschbaum
BAD TO GOOD
@joekerschbaum
OPTIMIZE FOR DESIGN AND CONTENT
@joekerschbaum
SOME BEST PRACTICES ARE BEST
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
Mobile Test - New Mobile Test - Old
Conversation Rate
CVR
Task: Optimize Your Web Experience for Design AND User Intent
GREAT!
YOU HAVE MOBILE LEADS.
ARE THEY ANY GOOD?
@joekerschbaum
NOT ALL LEADS ARE EQUAL
0%
10%
20%
30%
40%
50%
60%
Laptops / PC Mobile Devices
Qualified Leads
Qualified Leads
Task: Monitor Mobile Lead Quality Closely
THE FUTURE IS NOW…
OR MAYBE LATER
@joekerschbaum
PEOPLE ARE ADDICTED TO SCREENS
@joekerschbaum
WHAT TO KNOW NOW
• 6 in 10 online adults in the US and UK use at least 2 devices every day
• 76% use their smartphone “on the go”
• 60% of multi-device users transition to larger screens to finish tasks
• 22% finished on a tablet and 58% on a laptop
@joekerschbaum
WORKING ON ESTIMATES FOR NOW
Estimated Total Conversions
• Counted when a customer clicks an ad on one device, then converts on another device.
• Includes: cross-device, many-per-click, and phone call conversions.
Task: Start Thinking about Cross-Device Behavior
YOUR MOBILE ACTION PLAN!
bit.ly/Mobile-Action-Plan
Joseph Kerschbaum
Midwest Account Director
3Q Digital
Twitter: @joekerschbaum
THANK
YOU!
bit.ly/Mobile-Action-Plan