Mobile search will surpass desktop search in 2013. That means more people will find your business on their mobile phones than on their desktop. Make sure you know the basics of mobile SEO and PPC.

1. Mobile Basics: SEO & PPC
Carlton van Putten, VP Sales & Marketing

2. Why Mobile Matters
The Evolution…
Enormous Tiny Enormous Again
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3. Why Mobile Matters
 There are 6.8 billion people on the planet. 5.1
billion own a mobile phone. 4.2 billion own a
toothbrush.
Unysis, 2011
 It takes 90 minutes for the average person to
respond to an email. It takes 90 seconds for the
average person to respond to a text message.
CTIA.org, 2011
 91% of all U.S. citizens have their mobile
phone within arms reach 24/7.
Morgan Stanley, 2011
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4. Why Mobile Matters
 January 2011
• 31% of all mobile subscribers own a smart phone
 December 2011
• 44% of all mobile subscribers own a smart phone
 Late January 2012
• 48% of all mobile subscribers own a smart phone
 Now
• 57% of all mobile subscribers own a smart phone
 72% of those who bought a phone in the last 3
months bought a smart phone
• In the 18-34 age group, the number is 83%
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5. Why Mobile Matters
1. It is SCARY Effective U.S. Mobile Ad
12 Spend (Billions)
• 9 out of 10 mobile searchers take action after a mobile search - 10.6
Google, 2011 10
8.6
• 7 out of 10 mobile searchers take action within 1 hour – Mobile 8
Marketer, 2011 6.4
$ Billion
6
4.3
4
2. Room for Growth 2.6
2 1.4
0.7
• “It is still very early in the mobile business,” Larry Page, Co-
0
Founder, Google, Oct. 2011, New York Times
• Massive room for growth
Morgan Stanley, 2011
• The business world is largely unaware of mobile’s
possibilities, even fewer are utilizing mobile marketing
effectively.
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6. Why Mobile Matters
3. ‘Buying’ Demographics Use Mobile
• The young and those with money to burn wealthy have smartphones.
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7. Why Mobile Matters
4. Growth of Mobile Search (and consequences)
• Mobile search will surpass desktop search by 2013. (Google, 2012).
• Moved up from 2014 or 2015
• “In three years time, desktops will be irrelevant,” John Herlihy, VP of Global
Ad Operations, Google, Digital Landscapes Conference, 2010.
AND YET
 The VAST majority (65% to 75%) of small businesses don’t
have a mobile site or landing page.
 Many (35% to 44%) of medium and large businesses don’t
have a mobile site or landing page.
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8. Why Mobile Matters
• It is important we fully ‘figure out’ mobile
now.
 Are we measuring the right things?
 What are the goals of mobile marketing?
 What are the basics of mobile SEO?
 What are the basics of mobile PPC?
 We need to find answers to these things NOW or we
will be left behind.
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9. Mobile SEO: The Numbers
 Mobile search will surpass desktop search in
late 2013 - Google, 2012
 80% of mobile searches have local intent -
Google, 2012
 61% of mobile searches result in a phone call
- Google, 2012
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10. Mobile SEO Basics
 Get Position #1 or #2
• CTR dropped 90% from position #1 to #3 –
Google, 2012
• For standard SEO the percentage is 50% to 60%
• Far more ‘extreme’ than standard SEO
• Remember: Majority of search will be mobile by end
of 2013. This is a BIG deal.
 Implications
• More intensive focus on SEO
• No ‘Silver Bullet’ for mobile SEO, just same SEO ‘rules’ of
backlinking and content apply.
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11. Mobile SEO Basics
 The Phone is Back
• 61% of the time a mobile search results in a phone
call – Google, 2012
• Mobile searchers want immediacy after a search
• The phone call is the most natural form of
engagement for mobile users
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12. Mobile SEO Basics
 Implications of More Phone Calls
• Better Leads – 64% of businesses say incoming
phone calls are better leads than web leads - BIA
Kelsey, 2012
• Higher Close Rates – Our research indicates that
close rates are 15 to 20 times higher if a prospect
calls than if they fill out a web form.
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13. Mobile SEO Basics
 Implications of More Phone Calls
• Different Metrics – Instead of tracking CTR or
abandon rates for mobile we need to track phone
calls.
• Landing Pages – Phone numbers on landing pages
instead of form fields.
• Prepare to Handle Calls Efficiently – Prompt and
polite—remember mobile callers are ready to buy.
@logmycalls

14. Mobile SEO Basics
 Local Wins
• 80% of Google searches on mobile phones have
local intent – Google, 2012
 Implications
• Every company needs a local presence
• Google Places – Only 42% of businesses have
completed their Google Places listing. Less have
optimized that listing
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15. Mobile PPC Fundamentals
 Before Getting Started
 What’s your goal? Define your mobile conversion. Lead-
Gen, App Download, Buy Now, Phone Call or In-Store
Visit
 Clean slate? Don’t assume any similarities with desktop
campaigns
 Are landing pages mobile ready? Emulate devices and
browsers. Compatibility Android 2.x and iOS 3.x and
later.
 Target platforms and devices? Are your products specific
to a device or OS
 Driving Phone Calls? Google says Click-to-Call ads
increase conversion rates by 6% to 8%.
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16. Mobile PPC Fundamentals
 Getting Started
• Separate your mobile campaign from desktop
campaign
• Keywords, Ad Groups, Landing Pages and Offers are
distinctively different
• Exclude Adwords content network to start
• Bid for position 1-5 to be on page one
• Many searches will end up with only positions 1-3 on
page one
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17. Mobile PPC Keyword Strategies
 Mobile searches include more misspellings and
shorter keyword phrases
 Start broad to discover mobile keyword
phrases then use negative keywords and phrase
matching to optimize
 Do mobile specific research using advanced
options and filters
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18. Mobile PPC Keyword Strategies
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19. Mobile PPC Bid Strategies
 Lower bids/ higher conversions are possible
 Geo-targeting
• Take advantage of location awareness
 Device Targeting
• Tablets, smartphones, wi-fi and carriers
 Day-Parting
• Desktop off-hours are mobile on-hours
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20. Mobile PPC Ads and Offers
 Call-centric phrases
‘Call us today’
• Ad copy that uses a phrase increases conversion
rates by 4% to 8%
like ‘call us now’ or ‘call on
your mobile for a special
offer’ converts more
 Instant Gratification
• Call, buy, download NOW
• “1-click actions”
 Consider mobile specific
offers
• Free works better than cheap
• Deep discounted limited
time
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21. Mobile PPC Ads and Offers
 Smartphone Do’s  Tablet Do’s
• Click-to-call or map-to- • Rich media landing
location pages
• Use new HTML5 ad • Video advertising
formats (multi- • Ad formats that take
panel, Interstitials etc.) advantage of screen
 Smartphone Don’ts size (be careful of
• Flash image scaling)
• Long Ad Copy  Tablet Don’ts
• Click-to-call
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22. Adwords & Call Extensions
 Call extensions make it easier for Call Extensions Setup
customers to call you directly via your ad 1. Select the campaign for
and allow you to measure the phone calls which you want to
enable call extensions.
that your ads generate.
2. Go to the Ad
extensions tab.
 Call extensions are an ad feature that 3. Select the Call
allows advertisers to include additional Extensions view from
the drop-down list.
information about their offers within text 4. Click New extension
ads. 5. Type your business
phone number or your
LogMyCalls tracking
 Call extensions give you additional real
number, and the
estate within a search result, and allow country where the
searchers a way to connect with your number is based.
business. 6. Click “Save and
Continue.”
 Call extensions increase both your CTR
and your close rates.
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23. PPC & SEO: Mobile Differences
 In mobile PPC and SEO the most common
action is a phone call.
 User intent is different (decision v. research)
 Mobile clicks are still selling slightly below
marketing value.
 By default, Google ads will be syndicated to
mobile devices. You can assess success and
then either change settings or create new
campaigns.
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24. PPC & SEO: Mobile Differences
 Remember: Mobile users absorb information
quickly and tend to make phone calls. They want
CONCISE everything.
 Remember: Everything you know about PPC still
works BUT targeting mobile can reach a whole
new level of effectiveness.
 Remember: Just like with desktop PPC, look at
the data.
 Remember: By default PPC campaigns are
syndicated through mobile devices. Evaluate and
consider disabling syndication and then changing
settings or running separate mobile campaigns.
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25. Mobile Marketing
 Download our White Paper: 6 Things You
Need to Know Before the Impending
Mobile Marketing Explosion
 Request a Demo –
logmycalls.com/request-demo
 Call us at (866) 811-8880
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26. Next Webinar
 Thursday, June 21 – 2 PM EDT
 Title: Top Tips for Conversion Optimization
 What’s a good conversion rate?
 Case studies
 Landing page and website tips to convert more
 Crazy awesome statistics
 Every business type
LogMyCalls.com/webinar
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