0
Closing The Loop On Mobile SearchMarketingLarry KimFounder & CTO, WordStream, Inc.Nikki LeeMarketing Manager, Hosted Numbe...
Today’s Agenda• Why mobile users are more ready to buy• The newest mobile search best practices for 2013• How to close the...
Take Part in Live Blogging on Twitter / Google+•   Include the hashtag #wordstream in your Google+ status    updates,Twitt...
Speaker Introductions #wordstream• Larry Kim   – Founder, CTO, WordStream, Inc.   – Been doing PPC & SEO for 10 Years!   –...
Let’s learn a little about you….                         CONFIDENTIAL – DO NOT DISTRIBUTE   5
Poll Question 1:Do you have a Mobile Search AdvertisingStrategy for generating calls to your businessand tracking the ROI ...
Poll Question 2:What percentage of website traffic comes fromyour mobile devices (excluding tablets)?a) +50%b) 25%-50%c) 1...
Case Study: Vehicle Parts Supplier• Large Seller of Car Parts in  the USA• How They Sell:  – Online Store  – National Call...
Vehicle Parts Supplier: Ad Performance• Mobile CPA is nearly 50% higher than Desktop  and accounts for just 17% of the con...
Go Mobile Plan• Implement a Mobile Search Strategy Using  Enhanced Campaigns• Measure the Value of Mobile                 ...
Introducing User Context• User Context  – Location  – Time  – Device• Understanding  User Context =  Better ROI• How is th...
New Bid Management Tools• Day Parting• Location Bidding• Mobile BiddingManage your bids across location, time and device —...
Location, Time and Device Bid Management• Campaign settings have options for location, ad  scheduling and device-based bid...
Location Based Bid Management                                CONFIDENTIAL – DO NOT DISTRIBUTE   14
Time Based Bid Management                            CONFIDENTIAL – DO NOT DISTRIBUTE   15
Device Based Bid Management                              CONFIDENTIAL – DO NOT DISTRIBUTE   16
New Smarter Ads• Scheduled extensions• Enhanced sitelinks• Customized messages on mobile location                         ...
Ads Become User Context-Aware                            CONFIDENTIAL – DO NOT DISTRIBUTE   18
Ad Extensions Become More Powerful                             CONFIDENTIAL – DO NOT DISTRIBUTE   19
Summary of Vehicle Parts Company Mobile AdStrategy• Time: Does better during  business hours.• Location: Most business  co...
Tracking ROI of Mobile (The Unsophisticated Way)• Have calls go to a dedicated line• Instruct everyone to write down what ...
The Results:• Calls convert 4x higher than Clicks to website• Mobile generates 2x more conversions than we  thought• Custo...
Key Learning: Majority of SMB’s Undervalue MobileSearch• By a 10:1 margin, respondents valued desktop/tablet  clicks over ...
CONFIDENTIAL – DO NOT DISTRIBUTE   24
CONFIDENTIAL – DO NOT DISTRIBUTE   25
CONFIDENTIAL – DO NOT DISTRIBUTE   26
CONFIDENTIAL – DO NOT DISTRIBUTE   27
CONFIDENTIAL – DO NOT DISTRIBUTE   28
CONFIDENTIAL – DO NOT DISTRIBUTE   29
CONFIDENTIAL – DO NOT DISTRIBUTE   30
CONFIDENTIAL – DO NOT DISTRIBUTE   31
CONFIDENTIAL – DO NOT DISTRIBUTE   32
CONFIDENTIAL – DO NOT DISTRIBUTE   33
CONFIDENTIAL – DO NOT DISTRIBUTE   34
CONFIDENTIAL – DO NOT DISTRIBUTE   35
CONFIDENTIAL – DO NOT DISTRIBUTE   36
Poll Question 3:If you are looking for help your mobile searchmarketing efforts...a) WordStream Offer: A free 1-on-1 AdWor...
Your Questions Thank you for attending WordStream webinar on Closing The Loop On Mobile Search Marketing. #wordstream Don’...
Upcoming SlideShare
Loading in...5
×

Closing The Loop On Mobile Search Marketing [Webinar]

413

Published on

For more information, visit www.wordstream.com

In this webinar, Closing The Loop On Mobile Search Marketing, WordStream Founder and CTO Larry Kim will join Hosted Numbers’ Marketing Manager Nikki Lee to explain the how’s and why’s of mobile search marketing right now.

You’ll learn:
- Why mobile users are more ready to buy
- The newest mobile best practices for 2013
- How to maximize clicks and conversions while minimizing CPC on mobile search ads
- How to close the loop on ROI measurement with call tracking

Published in: Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
413
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Closing The Loop On Mobile Search Marketing [Webinar]"

  1. 1. Closing The Loop On Mobile SearchMarketingLarry KimFounder & CTO, WordStream, Inc.Nikki LeeMarketing Manager, Hosted NumbersApril 11, 2013 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. Today’s Agenda• Why mobile users are more ready to buy• The newest mobile search best practices for 2013• How to close the loop on mobile ROI measurement with call tracking 2
  3. 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #wordstream in your Google+ status updates,Twitter tweets,, etc. 3
  4. 4. Speaker Introductions #wordstream• Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 Years! – Today we’re an industry-leading provider of PPC Management Software• Nikki Lee – Marketing Manager, Hosted Numbers – 10 year career working in tracking and automation of all advertising channels. – Author of “Five Steps to Successful Call Tracking”. – Masters in Entrepreneurship from the University of Louisville. 4
  5. 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. Poll Question 1:Do you have a Mobile Search AdvertisingStrategy for generating calls to your businessand tracking the ROI of those calls?a) Yesb) No #wordstream 6
  7. 7. Poll Question 2:What percentage of website traffic comes fromyour mobile devices (excluding tablets)?a) +50%b) 25%-50%c) 10%-25%d) Less than 10%e) No Idea! #wordstream 7
  8. 8. Case Study: Vehicle Parts Supplier• Large Seller of Car Parts in the USA• How They Sell: – Online Store – National Call Center CONFIDENTIAL – DO NOT DISTRIBUTE 8
  9. 9. Vehicle Parts Supplier: Ad Performance• Mobile CPA is nearly 50% higher than Desktop and accounts for just 17% of the conversions CONFIDENTIAL – DO NOT DISTRIBUTE 9
  10. 10. Go Mobile Plan• Implement a Mobile Search Strategy Using Enhanced Campaigns• Measure the Value of Mobile CONFIDENTIAL – DO NOT DISTRIBUTE 10
  11. 11. Introducing User Context• User Context – Location – Time – Device• Understanding User Context = Better ROI• How is this different? CONFIDENTIAL – DO NOT DISTRIBUTE 11
  12. 12. New Bid Management Tools• Day Parting• Location Bidding• Mobile BiddingManage your bids across location, time and device —all within a single campaign!! CONFIDENTIAL – DO NOT DISTRIBUTE 12
  13. 13. Location, Time and Device Bid Management• Campaign settings have options for location, ad scheduling and device-based bid adjustments. CONFIDENTIAL – DO NOT DISTRIBUTE 13
  14. 14. Location Based Bid Management CONFIDENTIAL – DO NOT DISTRIBUTE 14
  15. 15. Time Based Bid Management CONFIDENTIAL – DO NOT DISTRIBUTE 15
  16. 16. Device Based Bid Management CONFIDENTIAL – DO NOT DISTRIBUTE 16
  17. 17. New Smarter Ads• Scheduled extensions• Enhanced sitelinks• Customized messages on mobile location CONFIDENTIAL – DO NOT DISTRIBUTE 17
  18. 18. Ads Become User Context-Aware CONFIDENTIAL – DO NOT DISTRIBUTE 18
  19. 19. Ad Extensions Become More Powerful CONFIDENTIAL – DO NOT DISTRIBUTE 19
  20. 20. Summary of Vehicle Parts Company Mobile AdStrategy• Time: Does better during business hours.• Location: Most business comes from 10 metro areas.• Device: Display click to call ads for mobile while call center is open, push to website and disable click to call ads when call center is closed. CONFIDENTIAL – DO NOT DISTRIBUTE 20
  21. 21. Tracking ROI of Mobile (The Unsophisticated Way)• Have calls go to a dedicated line• Instruct everyone to write down what happens after calls from the “google phone” CONFIDENTIAL – DO NOT DISTRIBUTE 21
  22. 22. The Results:• Calls convert 4x higher than Clicks to website• Mobile generates 2x more conversions than we thought• Customer is super happy CONFIDENTIAL – DO NOT DISTRIBUTE 22
  23. 23. Key Learning: Majority of SMB’s Undervalue MobileSearch• By a 10:1 margin, respondents valued desktop/tablet clicks over mobile devices (March 21, 2013) CONFIDENTIAL – DO NOT DISTRIBUTE 23
  24. 24. CONFIDENTIAL – DO NOT DISTRIBUTE 24
  25. 25. CONFIDENTIAL – DO NOT DISTRIBUTE 25
  26. 26. CONFIDENTIAL – DO NOT DISTRIBUTE 26
  27. 27. CONFIDENTIAL – DO NOT DISTRIBUTE 27
  28. 28. CONFIDENTIAL – DO NOT DISTRIBUTE 28
  29. 29. CONFIDENTIAL – DO NOT DISTRIBUTE 29
  30. 30. CONFIDENTIAL – DO NOT DISTRIBUTE 30
  31. 31. CONFIDENTIAL – DO NOT DISTRIBUTE 31
  32. 32. CONFIDENTIAL – DO NOT DISTRIBUTE 32
  33. 33. CONFIDENTIAL – DO NOT DISTRIBUTE 33
  34. 34. CONFIDENTIAL – DO NOT DISTRIBUTE 34
  35. 35. CONFIDENTIAL – DO NOT DISTRIBUTE 35
  36. 36. CONFIDENTIAL – DO NOT DISTRIBUTE 36
  37. 37. Poll Question 3:If you are looking for help your mobile searchmarketing efforts...a) WordStream Offer: A free 1-on-1 AdWords account assessmentb) Hosted Numbers Offer: A 30-day free trial #wordstream 37
  38. 38. Your Questions Thank you for attending WordStream webinar on Closing The Loop On Mobile Search Marketing. #wordstream Don’t forget to sign up for a Free Trial of Hosted Numbers: http://www.hostednumbers.com Grade Your AdWords Account Today http://www.wordstream.com/google-adwords Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim Nikki Lee nikki.lee@patlive.com 38
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×