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Think You've Got Mobile PPC Figured Out? Think Again! By Margot Da Cunha

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Converting The Mobile Visitor. PRESENTATION: Think You've Got Mobile PPC Figured Out? Think Again! - Given by Margot da Cunha, @ChappyMargot - WordStream Inc., Content Marketing Specialist. #SMX #14C

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Think You've Got Mobile PPC Figured Out? Think Again! By Margot Da Cunha

  1. 1. #SMX #14C @ChappyMargot THINK YOU’VE GOT MOBILE PPC FIGURED OUT? THINK AGAIN!
  2. 2. #SMX #14C @ChappyMargot Meet Margot • I’m a PPC Expert at WordStream • Background in PPC, social media, & content creation • Fun fact: My childhood ambition was to work at McDonalds
  3. 3. #SMX #14C @ChappyMargot Which one is mine?
  4. 4. #SMX #14C @ChappyMargot ! My Nephew
 

  5. 5. #SMX #14C @ChappyMargot MOBILEGEDDON!!!!
  6. 6. #SMX #14C @ChappyMargot More People Own a 
 Cell Phone then a Toothbrush!
  7. 7. #SMX #14C @ChappyMargot More Searches on MOBILE Than Desktop!
  8. 8. #SMX #14C @ChappyMargot Yet…. WE SUCK AT IT!
  9. 9. #SMX #14C @ChappyMargot
  10. 10. #SMX #14C @ChappyMargot 3 MOBILE PPC MYTHS UNRAVELED
  11. 11. #SMX #14C @ChappyMargot MYTH #1: You Need to Target “Mobile Keywords”
  12. 12. #SMX #14C @ChappyMargot 15% of Searches on Google are Unique and Have Never Been Searched Before – Jerry Dischler, Google
  13. 13. #SMX #14C @ChappyMargot Keyword are DYING!
  14. 14. #SMX #14C @ChappyMargot PPC Is Becoming More Automated
  15. 15. #SMX #14C @ChappyMargot COMPLETE REDESIGN OF DYNAMIC SEARCH ADS!
  16. 16. #SMX #14C @ChappyMargot RELAX & Let Google do the Work!
  17. 17. #SMX #14C @ChappyMargot
  18. 18. #SMX #14C @ChappyMargot Nervous About Giving Google the Reins?
  19. 19. #SMX #14C @ChappyMargot These new DKI’s are SO TRANSPARENT
  20. 20. #SMX #14C @ChappyMargot Wait, what does this have to do with mobile again?
  21. 21. #SMX #14C @ChappyMargot Chasing Keywords on Mobile is a Fools Game
  22. 22. #SMX #14C @ChappyMargot Less then 10 Minutes to Set Up… Oh and IT WORKS!
  23. 23. #SMX #14C @ChappyMargot MYTH #2: Select “Mobile Preferred,” Adjust Bids & You’re all Set!
  24. 24. #SMX #14C @ChappyMargot Clearly, that’s not working… Remember the graph???
  25. 25. #SMX #14C @ChappyMargot
  26. 26. #SMX #14C @ChappyMargot All mobile searchers have ADD!
  27. 27. #SMX #14C @ChappyMargot
  28. 28. #SMX #14C @ChappyMargot Google is Evolving Vertical Mobile Ad Formats for Several Industries
  29. 29. #SMX #14C @ChappyMargot 50% of Car & Automotive Searches Happen on Mobile 50 50 69% of Travel Research is Done While Waiting or Commuting
  30. 30. #SMX #14C @ChappyMargot 175% Growth in Shopping Searches on Mobile in First 5 Months of the Year 48% Growth in Mobile Finance Searches
  31. 31. #SMX #14C @ChappyMargot New Mobile Ad Formats to Capture “Micro-Moments” Old Format New Format
  32. 32. #SMX #14C @ChappyMargot Google’s Improving it’s Mobile UX so searchers can do more, faster, through the SERPs
  33. 33. #SMX #14C @ChappyMargot But, I’m not in the Automotive, Shopping, Travel or Finance Industry ☹
  34. 34. #SMX #14C @ChappyMargot Larry asked Jerry
  35. 35. #SMX #14C @ChappyMargot
  36. 36. #SMX #14C @ChappyMargot While you’re waiting…
  37. 37. #SMX #14C @ChappyMargot Ad Type Mobile CTR Mobile CVR Not device specific 2.66% 2.98% Mobile preferred ads 3.40% 7.18% Mobile Preferred Ad Best Practices: • Short & sweet • Speak to the on-the-go searcher • Ensure your headline can stand on its own • Ad extensions, duh
  38. 38. #SMX #14C @ChappyMargot While mobile CTRs are low, extensions yield higher CVRs.
  39. 39. #SMX #14C @ChappyMargot Sitelink Extensions = 20% CTR Increase Call Extensions = 15% CTR Increase Location Extensions = 15% CTR Increase
  40. 40. #SMX #14C @ChappyMargot Use all available ad extensions Sitelinks App Location Call
  41. 41. #SMX #14C @ChappyMargot CTR Drops 116% from position 1 to 2 You’re 2x less likely to show for mobile vs. desktop searchers
  42. 42. #SMX #14C @ChappyMargot You Need to be #1!!!
  43. 43. #SMX #14C @ChappyMargot MYTH #3: Mobile LP’s Are Always Better then Desktop LP’s
  44. 44. #SMX #14C @ChappyMargot
  45. 45. #SMX #14C @ChappyMargot TAKEAWAY: You Would be Better Off Sending People to Your Full Site % WHO SWITCHED TO FULL SITE 33% 36% 29%
  46. 46. #SMX #14C @ChappyMargot Conversion Rates: Mobile Site vs. Full Site on Mobile
  47. 47. #SMX #14C @ChappyMargot BUT, what about MOBILEGEDDON!?!?!?!
  48. 48. #SMX #14C @ChappyMargot
  49. 49. #SMX #14C @ChappyMargot “UPDATE: A Google spokesperson confirmed this is a small test they are currently running but there are currently no plans to add this to AdWords ads,” 
 - Jennifer Slegg, SEM POST
  50. 50. #SMX #14C @ChappyMargot Skip the landing page all together with Call-Only Campaigns
  51. 51. #SMX #14C @ChappyMargot
  52. 52. #SMX #14C @ChappyMargot CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE! Desktop Search Conversion Funnel Mobile Conversion Funnel 1.Sees Ad 2.Clicks On Ad 3.Visits Website Landing Page 4.Lead Captured 1.Sees Ad 2.Calls Business 3.Lead Captured 3% Average Conversion Rate! No Leaky Landing Page!!
  53. 53. #SMX #14C @ChappyMargot Let’s Recap! Mobile Keyword Targeting is Dying! • Implement NEW Dynamic Search Ads Mobile Conversion Rates Suck • NEW mobile ad formats, add ad extensions, be #1!!! Mobile Landing Pages Suck • Stick to your desktop if need be OR get rid of the LP all together w/ call-only Problem Solution
  54. 54. #SMX #14C @ChappyMargot Thank You! Twitter: @ChappyMargot LinkedIn: http://www.linkedin.com/in/margotdacunha Google Plus: +Margot da Cunha

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