A Mobile Case Study Tips Tricks and Lessons Learned

© Copyright Acquisio 2012#ACQsummit
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© Copyright Acquisio 2012#ACQsummitAcquisio User Summit 20121
A Mobile Case Study
Tips Tricks & Lessons Learned
Crystal (Anderson) O’Neill
SEER Interactive
@Crystala

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© Copyright Acquisio 2012
What I do
• Spearhead PPC division at SEER
Interactive aka ‘Search Church’
Fun Facts!
• Dabbled in SEO, Media, Business
Development & Analytics
• Fell in love with PPC in 2006; haven’t
looked back
• Working with Acquisio since 2008
• Have a brand new name – Crystal
O’Neill
• Have a puppy Hoagie who loves to
play soccer
Acquisio User Summit 20122

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First - A Look Back
at Mobile ….

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• December 2008 – AdWords introduced
targeting full browser mobile phones through
Device Targeting
– iPhone
– Android
– T-Mobile G1
A Brief Timeline of Mobile + AdWords …

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• January 2010 – Click to Call for mobile
introduced for local businesses

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• March 2010 – Click to Call for rolled out to
national advertisers through phone extensions

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Let’s get to the good stuff!
Case study: Importance of testing with Mobile

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The background …

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• Industry: Entertainment
– Psychics
• Conversion: New Customer Purchase
– Online 40%
– Phone 60%
• Targeted: Full Browser Mobile Devices

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• Regular Landing Pages
– March 2010 – May 2010
Test #1

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– Overall CPA for Mobile was 28% lower
than the overall Desktop CPA during this
time
Regular Landing Page Results …

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Test #2
• New Mobile Site
– June 2010 – October 2010

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Mobile Site Results …
– Overall Mobile CPA increased 104%
– Overall Mobile CPA was 13% higher than
the Overall Desktop CPA

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Test #3
• Mobile Site + Phone Extensions
– November 2010 – February 2011

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Mobile Site + Phone Extension Results …
– Overall Mobile CPA decreased 30%
– Overall Mobile CPA was 23% lower than overall
Desktop CPA

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Test #4
• Call Only
– March 2011 – June 2011
February 2011 Results
June 2012 Results

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Call Only Results …
– Overall Mobile CPA decreased 22%
– Overall Mobile CPA was 29% lower than
our overall Desktop CPA

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Let’s Recap …

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© Copyright Acquisio 2012Acquisio User Summit 201219
Mobile site did not do so wellMobile site + phone extensions
rocked
Call only really rockedRegular landing pages did well

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Out of all our tests,
Call Only was the most
successful …
Despite having landing pages
and
Despite having a mobile site

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Just for fun - the long
term results …

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• Have increased Mobile budget 646% year
over year with conversions increasing even
greater
Continued to see results …

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Here’s what we learned
after the tests …

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Test #1 - Directing to ‘regular landing pages’
and
Test #4 - Call Only
were the most successful!
#1 – You don’t need a
mobile site!

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• If you test Mobile using regular landing pages,
check how they render
–Are they mobile friendly? It’s part of QS
now!
–Do images show?
–Is the CTA clear?
–Is it easy it navigate?
#2 – Make sure your
landing pages render
properly

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Test #2 – the Mobile Site
was our worst performing test!
#3 – Mobile Site does
not automatically =
success

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• Is your mobile site built with best
practices?
–Keep it simple
–Focus on conversion
–Use mobile features, like click to call
–Think “tap-able” not “click-able”
–Use vertical navigation
–Page size & load time matters
#5 – Use mobile website
best practices

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• 64% of smartphone owners are now using their mobile devices
to shop online (Source: eDigitalResearch and Portaltech Reply, 2012)
• 74% of smartphone owners used their devices to get directions
and other location-related information as of February 2012 —
up from 55% last May (Source: Pew Research Center, 2012)
• 50% of smartphone shoppers use a GPS/mapping app to find a
retail location; 44% access the site of a retailer where they
typically shop; 34% downloaded a retailer’s app; and an equal
number (24%) search for a coupon to use at checkout or use a
barcode-scanning app to comparison shop (Source: Nielsen, 2012)
#6 - Know the mobile
audience

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• Do you have store locations?
• Will they need directions
• Do you offer coupons?
• Will they be doing research?
• Will they want to speak with someone right now?
#7 - Know YOUR
audience

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People are likely to be in a
phone call mindset.
Our most successful test by far
was Call Only!
#8 – Don’t forget the
obvious

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Focus on the short tail not long tail
Remember the “fat finger” syndrome:
Include Broad or MBM
#9 – Go Against Desktop
Best Practices

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• Limited space = competitive
• Have seen most success in
positions 1 - 2
• Use the AdWords Keyword Tool
to get an idea for a starting CPC
#10 – Don’t assume
you’ll have cheaper CPCs

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• Use the Keyword Tool to get an idea of how much Mobile
traffic you can expect versus Desktop
– Example: Mobile is expected to have about 35% of volume Desktop
• Over last 30 days let’s say I’ve spent $10K on the Desktop
terms, which is ~$327/day
– A good starting budget for Mobile will be ~$115/day
#11 – Don’t set your
budget too low

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That was A LOT.

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If you remember only
1 thing from this …

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Test.
Test.
And Then …

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Test Some More.

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Email me: crystala@seerinteractive.com
Find me on Twitter: @crystala
Ask Me Anything!

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