CONFIDENTIAL – DO NOT DISTRIBUTE 1
Mobile Metrics that
Matter
Jaclyn Jordan
Paid Search Strategist
@WordStream
June 2014
Jaclyn Jordan
• Paid Search Strategist,
WordStream, Inc.
• Experience managing 200+
accounts across 25+ industries
• Began...
Today’s Agenda
• SEM Metric Comparison
Across Devices
• 3 Mobile Metrics that
Matter
• How to Compete on
Mobile (without b...
CTR
*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%
1.0...
Higher Positions =
Higher CTRs
All Devices: Ad Rank and CTR
Ad Rank and CTR: Device Comparison
DESKTOP
TABLET
MOBILE
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%
6.0...
Segmented Devices: Ad Rank and CTR
Mobile CTR drops off 45% faster than desktop or tablet!
Outside of Position 1, Mobile C...
QUALITY SCORE
Segmented Devices: Quality Score
Segmented by Device:
Segmented Devices: Quality Score
Impression
weighted QS
Share of clicks on mobile devices
*Data from over $9 Billion in Gr...
Segmented Devices: Quality Score
Nothing to suggest that mobile plays into
Quality Score either way.
NOPE!
AWESOME
CPC
Segmented Devices: CPC
Data is from 406 USD clients consistently advertising on mobile since 1/1/12
Mobile
CPCs have
incre...
IMPRESSION
SHARE
Segmented Devices: Impression Share
*Pulled from over 1,200 cross-industry accounts
0.00%
10.00%
20.00%
30.00%
40.00%
50.0...
Segmented Devices: Impression Share
• Mobile Ads are much less
likely to be shown, even in
position 1.
• Below position 2,...
Segmented Devices: Impression Share
Mobile impression share penalty is more
dramatic than it’s desktop counterparts.
0.00%...
So, what ARE the Mobile
Metrics that Matter?
Mobile Metrics that Matter
CTR CPC Impression Share
Mobile CTR drops off 50%
faster than desktop or
tablet.
Search CPCs ha...
What do we do about it?
Improve Mobile CTR
Speak to a mobile audience
• Cater to an audience on-the-run
• Keep language short & sweet
• Make it ea...
Improve Mobile CTR
Present a mobile CTA
• Make sure your offer is possible
on a mobile device
• Avoid offering whitepaper
...
Improve Mobile CTR
Use all available extensions
Location
Call
Sitelinks
Improve Mobile CTR
Ecommerce: Google
Shopping or bust!
Budget for Increased Mobile CPCs
• Revisit search/mobile budget strategy
• Don’t be afraid to raise mobile bids
Device Sea...
Let’s recap
Bring it all together
1. Speak to mobile audience
2. Present a mobile CTA
3. Use all mobile extensions
4. Ecommerce: Have ...
Thank you!
@jjordanWS
jjordan@wordstream.com
Upcoming SlideShare
Loading in …5
×

Mobile Metrics That Matter Final By Jaclyn Jordan

3,054 views

Published on

SMX Advanced 2014 Session #SMX #13C - What Advanced SEMs Should Be Doing About Mobile - Mobile Metrics That Matter For Sem By Jaclyn Jordan @Wordstream Of Wordstream

Read up on SEM at http://searchengineland.com

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
3,054
On SlideShare
0
From Embeds
0
Number of Embeds
1,653
Actions
Shares
0
Downloads
74
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mobile Metrics That Matter Final By Jaclyn Jordan

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 Mobile Metrics that Matter Jaclyn Jordan Paid Search Strategist @WordStream June 2014
  2. 2. Jaclyn Jordan • Paid Search Strategist, WordStream, Inc. • Experience managing 200+ accounts across 25+ industries • Began PPC career in Germany • Enjoy Nerf wars @jjordanWS
  3. 3. Today’s Agenda • SEM Metric Comparison Across Devices • 3 Mobile Metrics that Matter • How to Compete on Mobile (without busting the bank)
  4. 4. CTR
  5. 5. *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
  6. 6. Higher Positions = Higher CTRs All Devices: Ad Rank and CTR
  7. 7. Ad Rank and CTR: Device Comparison DESKTOP TABLET MOBILE
  8. 8. 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
  9. 9. 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
  10. 10. QUALITY SCORE
  11. 11. Segmented Devices: Quality Score Segmented by Device:
  12. 12. 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?
  13. 13. Segmented Devices: Quality Score Nothing to suggest that mobile plays into Quality Score either way. NOPE! AWESOME
  14. 14. CPC
  15. 15. 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%
  16. 16. IMPRESSION SHARE
  17. 17. 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
  18. 18. 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.
  19. 19. 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)
  20. 20. So, what ARE the Mobile Metrics that Matter?
  21. 21. 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
  22. 22. What do we do about it?
  23. 23. 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 • Don’t have a mobile website? Turn off option to click through on call extension setting.
  24. 24. 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
  25. 25. Improve Mobile CTR Use all available extensions Location Call Sitelinks
  26. 26. Improve Mobile CTR Ecommerce: Google Shopping or bust!
  27. 27. 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:
  28. 28. Let’s recap
  29. 29. 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
  30. 30. Thank you! @jjordanWS jjordan@wordstream.com

×