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MARCH 5, 2015
RECOGNIZING THE
DIFFERENCES (AND THE
POTENTIAL) OF MOBILE
Jake Stewart
Sr. Product Manager
@BuyerPath
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Mobile Differences
• Mobile Form Factor
• Mobile Ad Formats
• Mobile User B...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
Mobile Differences
searchmarketingexpo.com
@BuyerPath
#SMX #31B
Mobile Form Factor
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 ...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• New mobile-friendly tag on Google
• According to Google, they are
“experime...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Mobile ad formats are different from their counterparts on
other devices
Mo...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Product Listing Ads scroll,
rather than being laid out
in a matrix
• In Q4 ...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Mobile ads feature different calls-to-action, tailored for the
mobile user
...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Mobile engagements typically last 80% as long as interactions
with a websit...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• 90% of consumers use more than one device to complete an
action1
• 65% of t...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
Optimization Strategies
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Use mobile-preferred ads with content tailed for mobile users
• For example...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• As of last October, Google began to selectively show ad
extensions instead ...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Enable mobile-specific ad extensions
(call extensions and map extensions)
C...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Retailers with a physical presence
should use Local Inventory Ads
Case in P...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Have a website that follows mobile-friendly usability criteria:
• Avoid sof...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Simplify mobile conversion process (easier checkout process,
click-to-call,...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Test mobile landing pages to
optimize engagement
Case in Point1
A mobile-sp...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• To get the most out of mobile ad campaigns, bid parting rates
must be set t...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
Set Bid Parting Rates
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Recommended bid parting calculation using Google Estimated
Conversion data:...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Re-evaluate your mobile bid parting rates regularly:
• Quarterly, at least ...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Mobile use leads to local (shopping) offline engagement
Case in Point1
Adlu...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
• Use geo bid parting to capture mobile users and encourage
visits to local s...
searchmarketingexpo.com
@BuyerPath
#SMX #31B
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How to Recognize the Differences (and the Potential) of Mobile PPC Ads

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Getting The Most From Your Mobile PPC Ads. PRESENTATION: How to Recognize the Differences (and the Potential) of Mobile PPC Ads - Given by Jake Stewart, @Adlucent - Adlucent, Senior Product Manager. #SMX #31B

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How to Recognize the Differences (and the Potential) of Mobile PPC Ads

  1. 1. MARCH 5, 2015 RECOGNIZING THE DIFFERENCES (AND THE POTENTIAL) OF MOBILE Jake Stewart Sr. Product Manager @BuyerPath
  2. 2. searchmarketingexpo.com @BuyerPath #SMX #31B • Mobile Differences • Mobile Form Factor • Mobile Ad Formats • Mobile User Behavior • Optimization Strategies • Tailor Mobile Ad Content • Optimize Mobile User Experience • Set Bid Parting Rates Agenda
  3. 3. searchmarketingexpo.com @BuyerPath #SMX #31B Mobile Differences
  4. 4. searchmarketingexpo.com @BuyerPath #SMX #31B Mobile Form Factor 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 Search Impression Share by Device1 Computer Tablet Mobile Sources 1. The Bing Ads Mobile PPC Roadmap
  5. 5. searchmarketingexpo.com @BuyerPath #SMX #31B • New mobile-friendly tag on Google • According to Google, they are “experimenting with using the mobile-friendly criteria as a ranking signal.”1 Mobile Form Factor Sources 1. Google Webmaster Central Blog
  6. 6. searchmarketingexpo.com @BuyerPath #SMX #31B • Mobile ad formats are different from their counterparts on other devices Mobile Ad Formats Desktop Mobile
  7. 7. searchmarketingexpo.com @BuyerPath #SMX #31B • Product Listing Ads scroll, rather than being laid out in a matrix • In Q4 2014 Google increased the mobile carousel depth from 7 to 9-10 products (when available) Mobile Ad Formats
  8. 8. searchmarketingexpo.com @BuyerPath #SMX #31B • Mobile ads feature different calls-to-action, tailored for the mobile user Mobile Ad Formats Call Extension Location Extension
  9. 9. searchmarketingexpo.com @BuyerPath #SMX #31B • Mobile engagements typically last 80% as long as interactions with a website on a desktop1 • 42% of people made a mobile payment in 2014 (up from just 17% in 2012)2 Users respond to mobile, but advertisers have a limited amount of time to convert their interest into a transaction Mobile User Behavior Sources 1. Smashing Magazine. “Designing a Better Mobile Checkout Process.” 2. Lightspeed Research poll
  10. 10. searchmarketingexpo.com @BuyerPath #SMX #31B • 90% of consumers use more than one device to complete an action1 • 65% of those cross-device journeys begin on a mobile device1 • 45% of offline sales are influenced by online advertising2 The impact of mobile may not be evident through raw performance data alone, so advertisers must account for this when planning their mobile investment Mobile User Behavior Sources 1. Sterling Brands and IPSOS study. 2. Forrester Research Web-Influenced Retail Sales Forecast
  11. 11. searchmarketingexpo.com @BuyerPath #SMX #31B Optimization Strategies
  12. 12. searchmarketingexpo.com @BuyerPath #SMX #31B • Use mobile-preferred ads with content tailed for mobile users • For example, retailers can highlight an easy mobile check-out process; other advertisers can promote similar benefits of their online experience Tailor Mobile Ad Content Case in Point1 One leading Sporting Goods Retailer saw a 443% increase in CTR with mobile-preferred ad text highlighting mobile-friendly purchasing Sources 1. Adlucent case study
  13. 13. searchmarketingexpo.com @BuyerPath #SMX #31B • As of last October, Google began to selectively show ad extensions instead of Description Line 2 ad copy Tailor Mobile Ad Content Past Current
  14. 14. searchmarketingexpo.com @BuyerPath #SMX #31B • Enable mobile-specific ad extensions (call extensions and map extensions) Case in Point1 Wordstream found that “mobile calls convert at a rate 3X higher than desktop ad clicks.” Tailor Mobile Ad Content Sources 1. Wordstream blog
  15. 15. searchmarketingexpo.com @BuyerPath #SMX #31B • Retailers with a physical presence should use Local Inventory Ads Case in Point1 An Adlucent client participating in the Google Store Visits beta saw a 6.8% visit rate from Local Inventory Ads, resulting in thousands of in-store customer visits per month.1 Tailor Mobile Ad Content Sources 1. Adlucent study
  16. 16. searchmarketingexpo.com @BuyerPath #SMX #31B • Have a website that follows mobile-friendly usability criteria: • Avoid software that is not common on mobile devices, like Flash • Use text that is readable without zooming • Size content to the screen so users don’t have to scroll horizontally or zoom • Place links far enough apart so the correct one can be easily tapped 67% of mobile users say that when they visit a mobile-friendly site they are more likely to visit buy a product or service from it1 Optimize Mobile User Experience Sources 1. Google Mobile Ads Blog
  17. 17. searchmarketingexpo.com @BuyerPath #SMX #31B • Simplify mobile conversion process (easier checkout process, click-to-call, email sign-ups) Case in Point1 • A recent study showed that online merchants who integrated PayPal Express Checkout “saw a 15% increase in total customer spend1.” • Similarly, a Google Wallet case study demonstrated a 100% increase in mobile CVR for NewEgg2. Optimize Mobile User Experience Sources 1. Nielsen Online Buyer Insights. 2. Google Wallet case study.
  18. 18. searchmarketingexpo.com @BuyerPath #SMX #31B • Test mobile landing pages to optimize engagement Case in Point1 A mobile-specific landing page test produced a 5.1% increase in RPC when users were shown links to multiple product categories Optimize Mobile User Experience Control Test Click for Offer Exclusive Discount available on this visit 25% Off 1 Item Now Sources 1. Adlucent case study
  19. 19. searchmarketingexpo.com @BuyerPath #SMX #31B • To get the most out of mobile ad campaigns, bid parting rates must be set to accommodate cross-device conversions • Use Google Estimated Cross-Device Conversions to approximate the impact of mobile advertising Set Bid Parting Rates
  20. 20. searchmarketingexpo.com @BuyerPath #SMX #31B Set Bid Parting Rates
  21. 21. searchmarketingexpo.com @BuyerPath #SMX #31B • Recommended bid parting calculation using Google Estimated Conversion data: 𝐸𝑠𝑡 𝑇𝑜𝑡𝑎𝑙 𝐶𝑜𝑚𝑝𝑢𝑡𝑒𝑟 & 𝑇𝑎𝑏𝑙𝑒𝑡 𝐶𝑃𝑂 − 𝐸𝑠𝑡 𝑇𝑜𝑡𝑎𝑙 𝑀𝑜𝑏𝑖𝑙𝑒 𝐶𝑃𝑂 𝐸𝑠𝑡 𝑇𝑜𝑡𝑎𝑙 𝑀𝑜𝑏𝑖𝑙𝑒 𝐶𝑃𝑂 × 100 Set Bid Parting Rates
  22. 22. searchmarketingexpo.com @BuyerPath #SMX #31B • Re-evaluate your mobile bid parting rates regularly: • Quarterly, at least (mobile is growing rapidly so performance is likely to change over time) • Prior to peak seasonal periods • Before the holidays • Account for “micro-seasonality:” days like Black Friday when mobile shopping is likely to increase dramatically Set Bid Parting Rates
  23. 23. searchmarketingexpo.com @BuyerPath #SMX #31B • Mobile use leads to local (shopping) offline engagement Case in Point1 Adlucent measured the impact smartphones had on in-store visits for a major retailer with over 200 stores nationwide. Results showed impressive user engagement: • 5.4% of mobile ad clicks led to store visits • 3.7X more transactions measured with mobile-influenced in-store sales • 405% better mobile ROAS Set Bid Parting Rates Sources 1. Adlucent case study
  24. 24. searchmarketingexpo.com @BuyerPath #SMX #31B • Use geo bid parting to capture mobile users and encourage visits to local stores • Increase bid modifiers in areas surrounding brick-and-mortar locations to encourage visits • Conversely, pureplay online advertisers may wish to increase mobile modifiers for rural areas where local options are limited Set Bid Parting Rates
  25. 25. searchmarketingexpo.com @BuyerPath #SMX #31B

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