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3 Killer Mobile PPC Hacks to 3x Your ROI

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Converting The Mobile SEM Visitor. PRESENTATION: 3 Killer Mobile PPC Hacks to 3x Your ROI - Given by Erin Sagin, @ErinSagin - WordStream, Customer Success Manager. #SMX #32B

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3 Killer Mobile PPC Hacks to 3x Your ROI

  1. 1. March 5, 2015 3 Killer Mobile PPC Hacks To 3x Your ROI Erin Sagin Customer Success Manager, WordStream @erinsagin
  2. 2. searchmarketingexpo.com @erinsagin #SMX #32B • Customer Success Manager at WordStream in Boston, MA • Has specialized in Paid Search for 3+ years • Team consults for over 3,000 accounts • When I’m not working, you’ll find me hula hooping, vacationing in the Caribbean and binging on reality TV MEET ERIN
  3. 3. searchmarketingexpo.com @erinsagin #SMX #32B Include the hashtag #SMX and me, @erinsagin, in your tweets! Prize awarded for: • Funniest tweet • Most clever mobile PPC tip WIN THIS $25 AMAZON GIFTCARD
  4. 4. searchmarketingexpo.com @erinsagin #SMX #32B WHY FOCUS ON MOBILE?
  5. 5. searchmarketingexpo.com @erinsagin #SMX #32B WHAT’S WRONG WITH THIS PICTURE?
  6. 6. searchmarketingexpo.com @erinsagin #SMX #32B
  7. 7. searchmarketingexpo.com @erinsagin #SMX #32B CONSIDER THE COMPLETE EXPERIENCE
  8. 8. searchmarketingexpo.com @erinsagin #SMX #32B #1: NO ONE IS SEEING YOUR ADS
  9. 9. searchmarketingexpo.com @erinsagin #SMX #32B SEARCH IMPRESSION SHARE, BY DEVICE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 SearchImpressionShare Ad Position Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet) You’re 2x less likely to show for mobile vs. desktop searchers
  10. 10. searchmarketingexpo.com @erinsagin #SMX #32B COMPETITION IS FIERCE • 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
  11. 11. searchmarketingexpo.com @erinsagin #SMX #32B SEARCH IMPRESSION SHARE LOST TO RANK, BY DEVICE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 SearchImpressionShareLost toRank Ad Position Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Mobile impression share penalty is 2x more dramatic than it’s desktop counterparts.
  12. 12. searchmarketingexpo.com @erinsagin #SMX #32B EPIPHANY: BOOST AD RANK
  13. 13. searchmarketingexpo.com @erinsagin #SMX #32B AD RANK Max CPC Bid Quality Score Ad Rank
  14. 14. searchmarketingexpo.com @erinsagin #SMX #32B • Keep up with rising CPCs • Don’t be afraid to boost mobile bids REVISIT BIDDING STRATEGY Mobile CPCs have increased by 150% since 2012.
  15. 15. searchmarketingexpo.com @erinsagin #SMX #32B
  16. 16. searchmarketingexpo.com @erinsagin #SMX #32B Every +/- 1 Point in Quality Score Results in +/- 18% Change in Mobile Impression Share (!!)
  17. 17. searchmarketingexpo.com @erinsagin #SMX #32B IMPROVE QUALITY SCORE
  18. 18. searchmarketingexpo.com @erinsagin #SMX #32B #2: YOUR PHONE ISN’T RINGING
  19. 19. searchmarketingexpo.com @erinsagin #SMX #32B PHONE CALLS ARE THE HOTTEST LEADS YOU CAN GET
  20. 20. searchmarketingexpo.com @erinsagin #SMX #32B CONSIDER NON-CALL LEADS Desktop Search Conversion Funnel 1. Sees Ad 2. Clicks On Ad 3. Visits Website Landing Page 4. Lead Captured 3% Average Conversion Rate! Response Time From Creation by 5 MinutesContact rates significantly drop off after 5 minutes. Why? Declining interest, alternate solution, etc. Contact Rate 100x decrease from 5 min to 30 min Qualification Rate 21x decrease from 5 min to 30 min
  21. 21. searchmarketingexpo.com @erinsagin #SMX #32B CLICK TO CALL=GAME CHANGER Mobile Conversion Funnel 1. Sees Ad 2. Calls Business 3. Lead Captured No Leaky Landing Page!! CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE!
  22. 22. searchmarketingexpo.com @erinsagin #SMX #32B When you’re testing mobile ads, you need to base your findings on call rate, not CTR or conversion rates. - Larry Kim NEW! ADWORDS CALL METRICS
  23. 23. searchmarketingexpo.com @erinsagin #SMX #32B EPIPHANY: PROMOTE CALLS DIRECTLY FROM THE SERP
  24. 24. searchmarketingexpo.com @erinsagin #SMX #32B How do you design a mobile preferred ad? • Include phone specific language (i.e.: Call now for a free quote!) • Keep it short and sweet • Remember, the title must make sense on it’s own MOBILE PREFERRED ADS Ad Type Average Mobile CTR Average Mobile CVR Not device specific 2.66% 2.98% Mobile preferred ads 3.40% 7.18%
  25. 25. searchmarketingexpo.com @erinsagin #SMX #32B AD EXTENSIONS While mobile CTRs are low, extensions yield higher CVRs.
  26. 26. searchmarketingexpo.com @erinsagin #SMX #32B
  27. 27. searchmarketingexpo.com @erinsagin #SMX #32B CALL EXTENSIONS Users are 9x more likely to place a call from a mobile SERP than a desktop. Super Important Mobile Hack: Bypass the landing page altogether!
  28. 28. searchmarketingexpo.com @erinsagin #SMX #32B AD SCHEDULING Consider a caller’s experience during your off hours • Use time-of-day bid modifiers to bid less during your off hours • Use advanced options to schedule Call Extensions • Pause campaigns during off hours
  29. 29. searchmarketingexpo.com @erinsagin #SMX #32B NEW! CALL-ONLY CAMPAIGNS • Eliminates clicks to mobile landing pages altogether • Phone number will appear regardless of location
  30. 30. searchmarketingexpo.com @erinsagin #SMX #32B • Run test phone calls to understand the caller experience • Get to know the team answering the phones • Request qualitative feedback on mobile traffic • Ensure you are are staffed sufficiently to handle call volume PREPARE YOUR TEAM
  31. 31. searchmarketingexpo.com @erinsagin #SMX #32B EPIPHANY: CALL CENTER STAFF TRAINING = LANDING PAGE OPTIMIZATION OF MOBILE
  32. 32. searchmarketingexpo.com @erinsagin #SMX #32B DON’T TAKE PHONE CALLS? ADAPT!
  33. 33. searchmarketingexpo.com @erinsagin #SMX #32B Redirect traffic to your app, rather than sending users to your landing page: • Link to your mobile app from directly within text ads • Time spent in mobile apps last year surpassed time spent on desktops ENABLE APP EXTENSIONS
  34. 34. searchmarketingexpo.com @erinsagin #SMX #32B #3: YOUR MOBILE LANDING PAGE STRATEGY IS OBSOLETE
  35. 35. searchmarketingexpo.com @erinsagin #SMX #32B THESE MOBILE SITES STINK
  36. 36. searchmarketingexpo.com @erinsagin #SMX #32B EPIPHANY: WHY DID WE BUILD THESE CRAPPY MOBILE SITES??!
  37. 37. searchmarketingexpo.com @erinsagin #SMX #32B But it’s not slow anymore… BECAUSE MOBILE IS SLOW
  38. 38. searchmarketingexpo.com @erinsagin #SMX #32B But they keep getting larger… BECAUSE MOBILE SCREENS ARE SMALL
  39. 39. searchmarketingexpo.com @erinsagin #SMX #32B EPIPHANY: DUMP YOUR OLD MOBILE LANDING PAGES (OR, HOW TO TELL IF THEY SUCK)
  40. 40. searchmarketingexpo.com @erinsagin #SMX #32B % WHO SWITCHED TO FULL SITE 33% 36% 29%
  41. 41. searchmarketingexpo.com @erinsagin #SMX #32B Conversion Rates: Mobile Site vs. Full Site on Mobile Pro-tip: You Would be Better Off Sending People to Your Full Site!
  42. 42. searchmarketingexpo.com @erinsagin #SMX #32B 1. Mobile impression share penalty is 2x more dramatic than desktop counterparts– Boost ad rank to gain visibility! 2. Phone calls worth 3x more than clicks to websites– Promote call conversions directly from SERP! 3. Mobile phones are 4x more powerful than 4 years ago – Update your landing pages to enable advanced workflows! LET’S RECAP!
  43. 43. searchmarketingexpo.com @erinsagin #SMX #32B GOOD LUCK!
  44. 44. searchmarketingexpo.com @erinsagin #SMX #32B

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