A Mobile Case Study Tips Tricks and Lessons Learned

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  • 1. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customer logo(Remove if not needed)© Copyright Acquisio 2012#ACQsummitAcquisio User Summit 20121A Mobile Case StudyTips Tricks & Lessons LearnedCrystal (Anderson) O’NeillSEER Interactive@Crystala
  • 2. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012What I do• Spearhead PPC division at SEERInteractive aka ‘Search Church’Fun Facts!• Dabbled in SEO, Media, BusinessDevelopment & Analytics• Fell in love with PPC in 2006; haven’tlooked back• Working with Acquisio since 2008• Have a brand new name – CrystalO’Neill• Have a puppy Hoagie who loves toplay soccerAcquisio User Summit 20122
  • 3. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012#ACQsummitFirst - A Look Backat Mobile ….Acquisio User Summit 20123
  • 4. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• December 2008 – AdWords introducedtargeting full browser mobile phones throughDevice Targeting– iPhone– Android– T-Mobile G1A Brief Timeline of Mobile + AdWords …Acquisio User Summit 20124
  • 5. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• January 2010 – Click to Call for mobileintroduced for local businessesAcquisio User Summit 20125
  • 6. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• March 2010 – Click to Call for rolled out tonational advertisers through phone extensionsAcquisio User Summit 20126
  • 7. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012#ACQsummitLet’s get to the good stuff!Case study: Importance of testing with MobileAcquisio User Summit 20127
  • 8. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012The background …Acquisio User Summit 20128
  • 9. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• Industry: Entertainment– Psychics• Conversion: New Customer Purchase– Online 40%– Phone 60%• Targeted: Full Browser Mobile DevicesAcquisio User Summit 20129
  • 10. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• Regular Landing Pages– March 2010 – May 2010Test #1Acquisio User Summit 201210
  • 11. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012– Overall CPA for Mobile was 28% lowerthan the overall Desktop CPA during thistimeAcquisio User Summit 201211Regular Landing Page Results …
  • 12. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Test #2Acquisio User Summit 201212• New Mobile Site– June 2010 – October 2010
  • 13. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Mobile Site Results …Acquisio User Summit 201213– Overall Mobile CPA increased 104%– Overall Mobile CPA was 13% higher thanthe Overall Desktop CPA
  • 14. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Test #3Acquisio User Summit 201214• Mobile Site + Phone Extensions– November 2010 – February 2011
  • 15. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Mobile Site + Phone Extension Results …Acquisio User Summit 201215– Overall Mobile CPA decreased 30%– Overall Mobile CPA was 23% lower than overallDesktop CPA
  • 16. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Test #4Acquisio User Summit 201216• Call Only– March 2011 – June 2011February 2011 ResultsJune 2012 Results
  • 17. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Call Only Results …Acquisio User Summit 201217– Overall Mobile CPA decreased 22%– Overall Mobile CPA was 29% lower thanour overall Desktop CPA
  • 18. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Let’s Recap …Acquisio User Summit 201218
  • 19. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Acquisio User Summit 201219Mobile site did not do so wellMobile site + phone extensionsrockedCall only really rockedRegular landing pages did well
  • 20. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Out of all our tests,Call Only was the mostsuccessful …Acquisio User Summit 201220Despite having landing pagesandDespite having a mobile site
  • 21. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Just for fun - the longterm results …Acquisio User Summit 201221
  • 22. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• Have increased Mobile budget 646% yearover year with conversions increasing evengreaterContinued to see results …Acquisio User Summit 201222
  • 23. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012#ACQsummitHere’s what we learnedafter the tests …Acquisio User Summit 201223
  • 24. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Test #1 - Directing to ‘regular landing pages’andTest #4 - Call Onlywere the most successful!#1 – You don’t need amobile site!Acquisio User Summit 201224
  • 25. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• If you test Mobile using regular landing pages,check how they render–Are they mobile friendly? It’s part of QSnow!–Do images show?–Is the CTA clear?–Is it easy it navigate?#2 – Make sure yourlanding pages renderproperlyAcquisio User Summit 201225
  • 26. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Test #2 – the Mobile Sitewas our worst performing test!#3 – Mobile Site doesnot automatically =successAcquisio User Summit 201226
  • 27. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• Is your mobile site built with bestpractices?–Keep it simple–Focus on conversion–Use mobile features, like click to call–Think “tap-able” not “click-able”–Use vertical navigation–Page size & load time matters#5 – Use mobile websitebest practicesAcquisio User Summit 201227
  • 28. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• 64% of smartphone owners are now using their mobile devicesto shop online (Source: eDigitalResearch and Portaltech Reply, 2012)• 74% of smartphone owners used their devices to get directionsand other location-related information as of February 2012 —up from 55% last May (Source: Pew Research Center, 2012)• 50% of smartphone shoppers use a GPS/mapping app to find aretail location; 44% access the site of a retailer where theytypically shop; 34% downloaded a retailer’s app; and an equalnumber (24%) search for a coupon to use at checkout or use abarcode-scanning app to comparison shop (Source: Nielsen, 2012)#6 - Know the mobileaudienceAcquisio User Summit 201228
  • 29. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• Do you have store locations?• Will they need directions• Do you offer coupons?• Will they be doing research?• Will they want to speak with someone right now?#7 - Know YOURaudienceAcquisio User Summit 201229
  • 30. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012People are likely to be in aphone call mindset.Our most successful test by farwas Call Only!#8 – Don’t forget theobviousAcquisio User Summit 201230
  • 31. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Focus on the short tail not long tailRemember the “fat finger” syndrome:Include Broad or MBM#9 – Go Against DesktopBest PracticesAcquisio User Summit 201231
  • 32. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• Limited space = competitive• Have seen most success inpositions 1 - 2• Use the AdWords Keyword Toolto get an idea for a starting CPC#10 – Don’t assumeyou’ll have cheaper CPCsAcquisio User Summit 201232
  • 33. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012• Use the Keyword Tool to get an idea of how much Mobiletraffic you can expect versus Desktop– Example: Mobile is expected to have about 35% of volume Desktop• Over last 30 days let’s say I’ve spent $10K on the Desktopterms, which is ~$327/day– A good starting budget for Mobile will be ~$115/day#11 – Don’t set yourbudget too lowAcquisio User Summit 201233
  • 34. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012That was A LOT.Acquisio User Summit 201234
  • 35. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012If you remember only1 thing from this …Acquisio User Summit 201235
  • 36. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Test.Test.And Then …Acquisio User Summit 201236
  • 37. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Test Some More.Acquisio User Summit 201237
  • 38. © Copyright Acquisio 2012#ACQsummitReplace area withpartner/customerlogo(Remove if notneeded)© Copyright Acquisio 2012Email me: crystala@seerinteractive.comFind me on Twitter: @crystalaAsk Me Anything!Acquisio User Summit 201238