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Mobile Metrics That Matter Final By Jaclyn Jordan
 

Mobile Metrics That Matter Final By Jaclyn Jordan

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SMX Advanced 2014 Session #SMX #13C - What Advanced SEMs Should Be Doing About Mobile - Mobile Metrics That Matter For Sem By Jaclyn Jordan @Wordstream Of Wordstream ...

SMX Advanced 2014 Session #SMX #13C - What Advanced SEMs Should Be Doing About Mobile - Mobile Metrics That Matter For Sem By Jaclyn Jordan @Wordstream Of Wordstream

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    Mobile Metrics That Matter Final By Jaclyn Jordan Mobile Metrics That Matter Final By Jaclyn Jordan Presentation Transcript

    • 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 SearchCTR 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 SearchCTR 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 SearchImpressionShare 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 SearchImpressionSharelosttoRank 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