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Dominating Mobile PPC: 3 Tips To 3x Your Conversions By Erin Sagin

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Converting The Mobile Visitor. PRESENTATION: Dominating Mobile PPC: 3 Tips To 3x Your Conversions - Given by Erin Sagin, @erinsagin, Customer Success - WordStream. #SMX #25C

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Dominating Mobile PPC: 3 Tips To 3x Your Conversions By Erin Sagin

  1. 1. #SMX #25c @erinsagin By Erin Sagin (with the help of Data Scientist, Mark Irvine) DOMINATING MOBILE PPC: 3 TIPS TO 3X YOUR CONVERSIONS
  2. 2. #SMX #25c @erinsagin §  PPC Evangelist & Community Manager at WordStream §  Has specialized in Paid Search for 4 Years §  “From” Boston, MA §  Fun Fact: I moonlight as a waitress and bartender at a restaurant in downtown Boston MEET ERIN
  3. 3. #SMX #25c @erinsagin Brace yourselves.
  4. 4. #SMX #25c @erinsagin HEY GUYS – 2015 is the year of mobile!
  5. 5. #SMX #25c @erinsagin The problem is, most of us suck at it.
  6. 6. #SMX #25c @erinsagin Mobile Conversion Rates are CONSISTENTLY lower than their desktop/tablet counterparts!
  7. 7. #SMX #25c @erinsagin
  8. 8. #SMX #25c @erinsagin ERIN’S TOP 3 TIPS FOR MOBILE PPC DOMINATION
  9. 9. #SMX #25c @erinsagin MOBILE PROBLEM #1: YOU’RE USING A ONE-SIZE FITS ALL STRATEGY
  10. 10. #SMX #25c @erinsagin
  11. 11. #SMX #25c @erinsagin
  12. 12. #SMX #25c @erinsagin Mobile is a different playing field.
  13. 13. #SMX #25c @erinsagin SEARCH IMPRESSION SHARE, BY DEVICE It’s twice as hard to get your ad on the mobile SERP. Wordstream Study across 1,200 SMB accounts.
  14. 14. #SMX #25c @erinsagin §  Mobile ads are less likely to be shown even in position 1 §  Below position 2, forget about it §  No accounts had mobile position below 4 MOBILE COMPETITION IS FIERCE Mobile ad real estate is limited
  15. 15. #SMX #25c @erinsagin MOBILE CPCS ARE ON THE RISE Mobile CPCs have increased 150% since 2012…Desktop CPCs have increased by 50%
  16. 16. #SMX #25c @erinsagin Are you playing a mobile guessing game?
  17. 17. #SMX #25c @erinsagin OK, BE HONEST §  Who DOESN’T feel 100% confident measuring offline/cross-device conversions?
  18. 18. #SMX #25c @erinsagin IT’S EASY TO BELIEVE WHAT YOU WANT TO
  19. 19. #SMX #25c @erinsagin SOLUTION #1: NIX YOUR NON- CONVERTERS
  20. 20. #SMX #25c @erinsagin LET’S DO MATH! Viewed Mobile Ads Visited Landing Page Captured Lead Conversion Rate = (Captured Leads / Website Visitors) x 100% Cut out pricey, useless impressions/ clicks!
  21. 21. #SMX #25c @erinsagin UNDERSTAND WHAT’S WORKING
  22. 22. #SMX #25c @erinsagin HIGH PURCHASE INTENT KEYWORDS Color! Style! Brand! Size! I have my wallet out! Emergency !
  23. 23. #SMX #25c @erinsagin HOW TO PRIORITIZE THESE KEYWORDS §  High-Intent Terms §  Organize in separate campaigns §  Assign specific budgets/CPA goals §  Use higher bid modifiers §  Low-Intent Terms §  Reduce bids or eliminate altogether using -100% bid modifier
  24. 24. #SMX #25c @erinsagin AND NOW YOU HAVE EXTRA CA$H!
  25. 25. #SMX #25c @erinsagin Adjust bids for informational keywords Invest in other tactics with higher conversion rates Pizza!
  26. 26. #SMX #25c @erinsagin MOBILE PROBLEM #2: SEARCHERS LOSE FOCUS QUICKLY
  27. 27. #SMX #25c @erinsagin
  28. 28. #SMX #25c @erinsagin WHO HAS A LONGER ATTENTION SPAN? 9seconds 8seconds A GOLDFISH MY BOSS, LARRY
  29. 29. #SMX #25c @erinsagin LARRY’S PHONE IS A MINEFIELD In the time in took me to search for a local pizza joint, Larry’s phone got: §  4 Twitter notifications §  2 LinkedIn notifications §  6 emails §  1 Facetime call §  1 re-engagement notification (from WordStream’s BRAND NEW App)
  30. 30. #SMX #25c @erinsagin NOW ADD IN EXTERNAL FACTORS
  31. 31. #SMX #25c @erinsagin How the heck has Larry ever completed a purchase on his iPhone?!
  32. 32. #SMX #25c @erinsagin SOLUTION #2: ENGAGE SEARCHERS DIRECTLY FROM THE SERP
  33. 33. #SMX #25c @erinsagin Use unique ad copy to encourage the searcher to take an action.
  34. 34. #SMX #25c @erinsagin SPEAK TO A MOBILE AUDIENCE §  Keep language short & sweet §  Common themes of the best mobile preferred ad copy included “Mobile” or “Phone” specific language
  35. 35. #SMX #25c @erinsagin UTILIZE AD EXTENSIONS
  36. 36. #SMX #25c @erinsagin APP EXTENSIONS
  37. 37. #SMX #25c @erinsagin CALL EXTENSIONS
  38. 38. #SMX #25c @erinsagin CALL ONLY CAMPAIGNS *Pro-tip: Bypass your mobile landing pages altogether!
  39. 39. #SMX #25c @erinsagin PHONE CALLS = HOT LEADS Calls worth 3x more than clicks to the landing page!
  40. 40. #SMX #25c @erinsagin
  41. 41. #SMX #25c @erinsagin NEW! MOBILE AD FORMATS
  42. 42. #SMX #25c @erinsagin FIND A HOTEL ROOM!
  43. 43. #SMX #25c @erinsagin GET A CREDIT CARD!
  44. 44. #SMX #25c @erinsagin BUY A CAR!
  45. 45. #SMX #25c @erinsagin
  46. 46. #SMX #25c @erinsagin
  47. 47. #SMX #25c @erinsagin Let’s take a glimpse into the future.
  48. 48. #SMX #25c @erinsagin THE BUY BUTTON
  49. 49. #SMX #25c @erinsagin MOBILE PROBLEM #3: YOUR LANDING PAGES SUCK
  50. 50. #SMX #25c @erinsagin
  51. 51. #SMX #25c @erinsagin WE BUILT THESE CRAPPY LANDING PAGES ON PURPOSE?!?!
  52. 52. #SMX #25c @erinsagin BECAUSE MOBILE IS SLOW
  53. 53. #SMX #25c @erinsagin BECAUSE MOBILE SCREENS ARE SMALL
  54. 54. #SMX #25c @erinsagin BECAUSE PEOPLE ARE DUMB
  55. 55. #SMX #25c @erinsagin % WHO SWITCHED TO FULL SITE
  56. 56. #SMX #25c @erinsagin CONVERSION RATES: MOBILE SITE VS. FULL SITE ON MOBILE
  57. 57. #SMX #25c @erinsagin SOLUTION #3: SHAKE UP YOUR MOBILE LANDING PAGES
  58. 58. #SMX #25c @erinsagin THERE’S NO RECIPE FOR THE PERFECT MOBILE LANDING PAGE
  59. 59. #SMX #25c @erinsagin E-COMMERCE: ASOS
  60. 60. #SMX #25c @erinsagin LONG SALES CYCLE: BLINDS.COM
  61. 61. #SMX #25c @erinsagin LEAD GEN: GRUBER LAW
  62. 62. #SMX #25c @erinsagin Test, test, test!
  63. 63. #SMX #25c @erinsagin THE USER IS DRUNK TEST Watch Squareweave’s here: bit.ly/1fKSAc0
  64. 64. #SMX #25c @erinsagin SO GUYS, LET’S GET DRUNK
  65. 65. #SMX #25c @erinsagin AND ORDER A PIZZA
  66. 66. #SMX #25c @erinsagin THE USER IS DRUNK – DOMINO’S TEST 1.  Your attention to detail is… impaired 2.  Your vision isn’t quite 20/20 3.  You’re more apt to give up 4.  You’re drunk, not dumb Verdict: Domino’s has done a pretty good job…but I’d still rather just text an emoji Ugh, another barrier. This does not feel seamless. Dom didn’t deny me my options!
  67. 67. #SMX #25c @erinsagin NOT ALL PHONES ARE CREATED EQUAL
  68. 68. #SMX #25c @erinsagin Moral of the story? Get your friends drunk and break out your mobile landing pages.
  69. 69. #SMX #25c @erinsagin §  Nix your non-converters §  Engage your searcher from directly within the SERP §  Revamp your mobile landing pages ERIN’S TIPS FOR MOBILE PPC DOMINATION
  70. 70. #SMX #25c @erinsagin THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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