The Greatest & Most Complete Intro to Mobile PPC EVER! [Webinar]

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Since last year, Mobile paid search advertising has increased by 55%. Crazy! Something even more mind blowing...Mobile PPC now accounts for one-fifth of total advertising spend. Which means, if you're not running Mobile PPC, you're being left behind.

But here's your chance to become a Mobile PPC pro in no time! In this webinar, WordStream Founder and CTO Larry Kim and Paid Search Strategist Jaclyn Jordan share their years of PPC experience, teaching you the Ultimate Introduction to Mobile PPC Advertising. You'll learn:

>Insane Mobile Ad Strategies for getting 3x more ROI than Desktop search
>How Quality Score, Click Through Rate, Conversion Rates, Cost Per Click, Impression Share (etc.) is different on Mobile
>And so much more!

For more information, visit www.wordstream.com

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The Greatest & Most Complete Intro to Mobile PPC EVER! [Webinar]

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 The Greatest & Most Complete Intro to Mobile PPC EVER! Brought to you by: www.wordstream.com/learn Larry Kim Founder & CTO of WordStream Jaclyn Jordan Paid Search Specialist at WordStream
  2. 2. CONFIDENTIAL – DO NOT DISTRIBUTE 2 Go straight to the front of the class with WordStream's PPC University. You'll learn how to master pay-per- click advertising and Google AdWords in three guided courses, from PPC 101 to Advanced PPC, plus webinars, white papers, and free tools to help you along the way. Want to get smart in PPC? www.wordstream.com/learn PPC University #wordstream
  3. 3. CONFIDENTIAL – DO NOT DISTRIBUTE 3 Include the hashtag #wordstream Take Part In Live Blogging #wordstream
  4. 4. Today’s Agenda • User Context in Mobile Search • SEM Metric Comparison Across Devices • 3 Mobile Metrics that Matter • How to Compete on Mobile (without busting the bank) #wordstream
  5. 5. Larry Kim • Founder & CTO of WordStream • Leader of the Quality Score Rebellion! • Just Had First Kid 7 weeks ago (#ppckid) @larrykim Meet Your Experts… #wordstream
  6. 6. Jaclyn Jordan • Paid Search Strategist, WordStream, Inc. • Experience managing 200+ accounts across 25+ industries • Began PPC career in Germany • Enjoy Nerf wars @jjordanWS Meet Your Experts…
  7. 7. CONFIDENTIAL – DO NOT DISTRIBUTE 7  Search Marketing software company founded in 2007 located in Boston, MA  #184 fastest growing private company in the US  Winner of best Customer Engagement Driver Award from MITX in 2012  Leading provider of: o PPC Advisor (PPC Management Platform) o The Free AdWords Performance Grader o The Free AdWords Landing Page Grader o Expert PPC Management Services About WordStream
  8. 8. Let’s learn a little about you…. #wordstream
  9. 9. Poll Question #1: Mobile Search Perceptions What’s Your Opinion of the Value of Mobile Search for your Business? • Mobile search is worth less for me • Mobile search is worth more for me • No idea / No Opinion #wordstream#wordstream
  10. 10. Poll Question #2: Mobile Search Readiness Do You Have a Mobile Search Strategy? • Yes! I have mobile specific ads, a mobile bid strategy, mobile landing pages, call tracking, etc. • No! I have nothing set up yet • Somewhere in between CONFIDENTIAL – DO NOT DISTRIBUTE 10#wordstream
  11. 11. Obligatory “Mobile Is Important” Slide #wordstream#wordstream
  12. 12. User Context In Search: Location, Device, Time User 1 User 2 Location At Home On the Go Time 1PM 2AM Device Desktop Mobile Intent of Search? Probably looking to change the locks on the house. Probably locked out of his house and needs help now. #wordstream#wordstream
  13. 13. Why Mobile Rules! Calls to Businesses worth on Average 3x More Than Clicks to Websites!! 4. Captured Lead 2. Calls Business 2. Clicks On Ad Desktop Search Conversion Funnel 3% Avg. Conversion Rate Mobile Conversion Funnel 1. Sees Ad 1. Sees Ad 3. Visits Website Landing Page 3. Lead Captured!! #wordstream#wordstream
  14. 14. What Metrics Matter in Mobile PPC?? #wordstream#wordstream
  15. 15. CTR
  16. 16. *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 #wordstream#wordstream
  17. 17. Higher Positions = Higher CTRs All Devices: Ad Rank and CTR #wordstream#wordstream
  18. 18. Ad Rank and CTR: Device Comparison DESKTOP TABLET MOBILE #wordstream#wordstream
  19. 19. 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 #wordstream#wordstream
  20. 20. 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 #wordstream#wordstream
  21. 21. QUALITY SCORE
  22. 22. Segmented Devices: Quality Score Segmented by Device: #wordstream#wordstream
  23. 23. 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? #wordstream
  24. 24. Segmented Devices: Quality Score Nothing to suggest that mobile plays into Quality Score either way. NOPE! AWESOME #wordstream#wordstream
  25. 25. CPC
  26. 26. 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% #wordstream
  27. 27. IMPRESSION SHARE
  28. 28. 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 #wordstream#wordstream
  29. 29. 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. #wordstream#wordstream
  30. 30. 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) #wordstream#wordstream
  31. 31. So, what ARE the Mobile Metrics that Matter?
  32. 32. 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 #wordstream#wordstream
  33. 33. What do we do about it?
  34. 34. 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 #wordstream#wordstream
  35. 35. 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 #wordstream#wordstream
  36. 36. Improve Mobile CTR Use all available extensions Location Call Sitelinks #wordstream#wordstream
  37. 37. Improve Mobile CTR Ecommerce: Google Shopping or bust! #wordstream#wordstream
  38. 38. 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: #wordstream#wordstream
  39. 39. Do I Need a Mobile Website? CONFIDENTIAL – DO NOT DISTRIBUTE 39#wordstream
  40. 40. Let’s recap
  41. 41. 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 7. Don’t let lack of a mobile website hold you back #wordstream#wordstream
  42. 42. Grade Your Quality Score with The AdWords Grader! • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords Larry Kim (@larrykim)#wordstream
  43. 43. • We find all the low hanging fruit in your account • You just review / approve the findings. • Quick. Easy. Powerful. • 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ WordStream’s 20 Minute PPC Work Week www.wordstream.com/ppc-free-trial Larry Kim (@larrykim)#wordstream
  44. 44. Leads & Landing Page Management Software www.wordstream.com/ppc-free-trial @larrykim#wordstream
  45. 45. New!! Call Tracking Software www.wordstream.com/ppc-free-trial @larrykim#wordstream
  46. 46. New!! Call Tracking Software www.wordstream.com/ppc-free-trial #wordstream#wordstream
  47. 47. Special Offers! Would you like… a) A FREE live demo of WordStream PPC Advisor including Call Tracking b) Get a 1-on-1 AdWords Grader walk-through with a PPC expert c) Nothing at the moment #wordstream#wordstream
  48. 48. Your Questions Thank you for attending WordStream’s webinar! Benchmark your AdWords account today! http://www.wordstream.com/google-adwords Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim Larry Kim (@larrykim)#wordstream

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