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Your Mobile PPC Sucks (But It Doesn't Have To!) By Maddie Cary


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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Your Mobile PPC Sucks (But It Doesn't Have To!). PRESENTATION: Your Mobile PPC Sucks (But It Doesn't Have To!) - Given by Maddie Cary, @maddiemarketer - Point It, Director of Paid Search. #SMX #31B1

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Your Mobile PPC Sucks (But It Doesn't Have To!) By Maddie Cary

  1. 1. #SMX #31B1 @MaddieMarketer YOUR MOBILE PPC SUCKS (But It Doesn’t Have To!)
  2. 2. #SMX #31B1 @MaddieMarketer  Director of Paid Search at Point It Digital Marketing  Based in Seattle, WA  Oversee $35M+ in Yearly Media  Global SEM Program Lead  20 Person Team  30 Languages  60 Markets  HUGE Beyoncé fan 
  3. 3. #SMX #31B1 @MaddieMarketer Oh, and I searched far & wide for some great “angry at phone” stock photos…
  4. 4. #SMX #31B1 @MaddieMarketer LET’S TALK ABOUT MOBILE
  5. 5. #SMX #31B1 @MaddieMarketer Feb 2015 Apr 2015 Feb 2016 Mar 2016 May 2016 June 2016 Enhanced campaigns announced Enhanced campaigns forced migration Call-Only Campaigns launched (2/20) “Mobilegeddon” Algo Update (4/22) Feb 2013 July 2013 Sidebar Ads Removed (2/19) Gboard for iOS launched (5/12) Google Summit (5/24) • ExtendedText Ads • Responsive Display Ads • Bid Adjustments by Device! • Local Search Ads Mobile Friendly 2 Algo Update (5/12) New AdWords UI announced 3/28 Google Mobile-Friendly Website Tool (6/2)
  6. 6. #SMX #31B1 @MaddieMarketer Number of Mobile devices has surpassed Desktop Mobile search volume has also surpassed Desktop
  7. 7. #SMX #31B1 @MaddieMarketer People spend 50% of their time on smartphones using search engines
  8. 8. #SMX #31B1 @MaddieMarketer I could throw stats at you all day. We all know that mobile is important AND YET…
  9. 9. #SMX #31B1 @MaddieMarketer We back-burner optimizing our sites for mobile…
  10. 10. #SMX #31B1 @MaddieMarketer We aren’t doing a great job of tracking the influence of mobile devices…
  11. 11. #SMX #31B1 @MaddieMarketer We approach desktop & mobile as if their audiences don’t overlap
  12. 12. #SMX #31B1 @MaddieMarketer We get lazy and don’t alter our strategy for mobile-specific intent
  13. 13. #SMX #31B1 @MaddieMarketer Should I test targeting mobile in PPC? “We aren’t optimized for mobile” “Our customers don’t use mobile” “We can’t prioritize mobile right now” “We don’t need mobile to drive growth” OH MY GOD TURN IT OFF! WE’RE NEVER TARGETING MOBILE AGAIN “We don’t have mobile-specific products” Mobile performance not exactly equal to Desktop SURE! NOPE
  14. 14. #SMX #31B1 @MaddieMarketer WHEN I SEE MY MOBILE CPA YOUR MOBILE PPC DOES SUCK But your conclusions & assumptions are wrong!
  15. 15. #SMX #31B1 @MaddieMarketer STEP #1: STOP IGNORING MOBILE
  16. 16. #SMX #31B1 @MaddieMarketer HEY, WHAT’S GOING ON?
  17. 17. #SMX #31B1 @MaddieMarketer What’s going on with mobile in your industry? TRAVEL ELECTRONIC S E-COMMERCE B2B In 2015, conv rates grew +88% on mobile travel sites (Google MicroMoments) Mobile’s influence is 4.6x its role as a sales channel for electronics (Google AdWords mLab Study) Mobile e-Commerce is growing 300x faster than e-Commerce (Coupofy Study) 34% of executives didn’t purchase because of a non-mobile friendly interface (Google & Forbes Insights)
  18. 18. #SMX #31B1 @MaddieMarketer How about outside of our US bubble? Countries like Spain, Singapore, Japan, South Korea, & China expect to find you on a mobile device Because most ONLY use a mobile device!
  19. 19. #SMX #31B1 @MaddieMarketer Keep tabs on mobile search trends!
  20. 20. #SMX #31B1 @MaddieMarketer DON’T RULE IT OUT
  21. 21. #SMX #31B1 @MaddieMarketer Have you automatically opted out? +20% revenue growthFor one of our beauty brand clients, mobile PPC set up took only 1 hour…
  22. 22. #SMX #31B1 @MaddieMarketer Think you’re “too big” to worry about mobile? Enterprise client decided to test mobile Sure, mobile only added +5% lift But who wants to tell their boss they missed out on $4M in revenue?? 95% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Desktop/Tablet Mobile $3.7M in additional revenue
  23. 23. #SMX #31B1 @MaddieMarketer Or maybe “too small” to do mobile right? Small insurance client, competing with big fish! Decided to test opening up mobile bid modifiers beyond -90% 7.9% 25.5% Before After 3.6% 4.7% Before After 11 99 Before After CTR up +223% CVR up +31% Conv up +800%!
  24. 24. #SMX #31B1 @MaddieMarketer SOMETHING IS PROBABLY BROKEN
  25. 25. #SMX #31B1 @MaddieMarketer You aren’t giving mobile enough credit
  26. 26. #SMX #31B1 @MaddieMarketer Peek into Google Analytics…
  27. 27. #SMX #31B1 @MaddieMarketer Peak into Google Analytics… Mobile assisted in 40% of total conversions, but only got credit for 29% It also assisted in $13K in revenue that it didn’t get full last-click credit for
  28. 28. #SMX #31B1 @MaddieMarketer STEP #2: STOP DEVALUING MOBILE
  29. 29. #SMX #31B1 @MaddieMarketer WHO IS YOUR AUDIENCE?
  30. 30. #SMX #31B1 @MaddieMarketer The people aren’t different, but the need is! THE BROWSER THE RESEARCHER THE ON-THE-GOER THE FRANTIC THE LOYALIST
  31. 31. #SMX #31B1 @MaddieMarketer WHAT ARE THEY LOOKING FOR?
  32. 32. #SMX #31B1 @MaddieMarketer Look to search intent & trending queries 42% of searchers have started using voice search in the last 6 months
  33. 33. #SMX #31B1 @MaddieMarketer Don’t underestimate the power of local search Searches containing “near me” have DOUBLED in just the last year
  34. 34. #SMX #31B1 @MaddieMarketer Oh, and don’t rule out those purchase-intent searches! 52% of shoppers plan to use a smart phone for holiday shopping before visiting a store 82% will consult their phone while in a store
  35. 35. #SMX #31B1 @MaddieMarketer ACCEPT THAT THERE WILL BE UNKNOWNS
  36. 36. #SMX #31B1 @MaddieMarketer We can’t track everything Cross-device conversions are estimates (but getting smarter)… Online to offline is can be a black hole for some… Signed-in users only gets us a certain percentage of the audience… Beacons are being used, but aren’t widely adopted… Mobile makes marketers’ lives HARDER! UGH! But we can’t igore it. It makes searchers lives’ EASIER
  37. 37. #SMX #31B1 @MaddieMarketer STEP #3: STOP DOING MOBILE PPC BADLY!
  38. 38. #SMX #31B1 @MaddieMarketer GET A HANDLE ON MOBILE BIDDING
  39. 39. #SMX #31B1 @MaddieMarketer Use (directional) mobile bid modifier calculation
  40. 40. #SMX #31B1 @MaddieMarketer Leverage third-party bidding tools! Is your bidding tool adjusting mobile bid modifiers? At what frequency? Can budget & performance projections be done for mobile specifically? What is your tool’s timeline for supporting the return of device-specific bids?
  41. 41. #SMX #31B1 @MaddieMarketer TAILOR YOUR AD MESSAGING
  42. 42. #SMX #31B1 @MaddieMarketer The mobile-preferred ad must-haves LINK ‘EM SEPARATE ‘EM LOAD ‘EM REMIND ‘EM Use them mobile sitelinks! Key details in Headline & DL1 End DL1 with punctuation Use m. or /mobile in Display URLs
  43. 43. #SMX #31B1 @MaddieMarketer Hello, Extended Text Ads!
  44. 44. #SMX #31B1 @MaddieMarketer Hello, Extended Text Ads!
  45. 45. #SMX #31B1 @MaddieMarketer The mobile-preferred ad must-haves LINK ‘EM SEPARATE ‘EM LOAD ‘EM REMIND ‘EM Use them mobile sitelinks! Key details in Headline 1 & 2 End DL1 with punctuation Use m. or /mobile in Display URLs
  46. 46. #SMX #31B1 @MaddieMarketer New mobile sitelink type = Price Extensions!
  48. 48. #SMX #31B1 @MaddieMarketer I AM STUPID, MAKE IT EASY FOR ME “A drunk person should be able to convert on your mobile site” - Erin Sagin, Wordstream
  49. 49. #SMX #31B1 @MaddieMarketer The mobile landing page must-haves SHORT PATHS EASY ENTRY SHORT FORMS SPEEDY LOAD The fewer steps to convert, the better! Only the absolutely necessary Adjust <input type= in form code Slow page load? I’M BOUNCIN’
  51. 51. #SMX #31B1 @MaddieMarketer WHO THEY GONNA CALL?
  52. 52. #SMX #31B1 @MaddieMarketer You know what people want to do? CALL YOU! Call Extensions
  53. 53. #SMX #31B1 @MaddieMarketer Maybe you only want them to call you? Call-Only Campaigns
  54. 54. #SMX #31B1 @MaddieMarketer Want to track call conversions for free? Google Forwarding Numbers!
  55. 55. #SMX #31B1 @MaddieMarketer PEOPLE ♥ APPS
  56. 56. #SMX #31B1 @MaddieMarketer Up to 90% of consumers’ monthly mobile time is spent in apps (Flurry Analytics Study) No, but really, people love mobile apps…
  57. 57. #SMX #31B1 @MaddieMarketer Another ad extension! Mobile App Extensions
  58. 58. #SMX #31B1 @MaddieMarketer Or how about a whole campaign! Mobile App Campaigns (Search & GDN)
  59. 59. #SMX #31B1 @MaddieMarketer Or how about a whole campaign! Mobile App Engagement Campaigns (Android Search)
  60. 60. #SMX #31B1 @MaddieMarketer REDUCE, REUSE, REMARKET
  61. 61. #SMX #31B1 @MaddieMarketer All those remarketing tactics? Porque no mobile?
  62. 62. #SMX #31B1 @MaddieMarketer Don’t limit yourself to just Google RLSA UET
  63. 63. #SMX #31B1 @MaddieMarketer LET’S GO SHOPPING
  64. 64. #SMX #31B1 @MaddieMarketer Target mobile in Shopping campaigns Shopping Shopping + RLSA
  65. 65. #SMX #31B1 @MaddieMarketer “FIGURE OUT” MOBILE NOW! Don’t be this guy
  66. 66. #SMX #31B1 @MaddieMarketer Let’s keep talkin’ MOBILE! @MaddieMarketer @point_it