2. searchmarketingexpo.com
@erinsagin
#SMX #32B
• Customer Success Manager at
WordStream in Boston, MA
• Has specialized in Paid Search for 3+
years
• Team consults for over 3,000
accounts
• When I’m not working, you’ll find me
hula hooping, vacationing in the
Caribbean and binging on reality TV
MEET ERIN
9. searchmarketingexpo.com
@erinsagin
#SMX #32B
SEARCH IMPRESSION SHARE, BY
DEVICE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9
SearchImpressionShare
Ad Position
Desktop
Mobile
Tablet
Linear
(Desktop)
Linear
(Mobile)
Linear
(Tablet)
You’re 2x less likely
to show for mobile
vs. desktop
searchers
11. searchmarketingexpo.com
@erinsagin
#SMX #32B
SEARCH IMPRESSION SHARE LOST
TO RANK, BY DEVICE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9
SearchImpressionShareLost
toRank
Ad Position
Desktop
Mobile
Tablet
Linear
(Desktop)
Linear
(Mobile)
Mobile impression share
penalty is 2x more dramatic
than it’s desktop
counterparts.
20. searchmarketingexpo.com
@erinsagin
#SMX #32B
CONSIDER NON-CALL LEADS
Desktop Search
Conversion Funnel
1. Sees Ad
2. Clicks On Ad
3. Visits
Website
Landing Page
4. Lead
Captured
3%
Average
Conversion
Rate!
Response Time From Creation by 5 MinutesContact rates significantly
drop off after 5 minutes. Why?
Declining interest, alternate
solution, etc.
Contact Rate
100x decrease from 5 min to 30 min
Qualification Rate
21x decrease from 5 min to 30 min
24. searchmarketingexpo.com
@erinsagin
#SMX #32B
How do you design a
mobile preferred ad?
• Include phone specific
language (i.e.: Call
now for a free quote!)
• Keep it short and sweet
• Remember, the title
must make sense on
it’s own
MOBILE PREFERRED ADS
Ad Type Average
Mobile
CTR
Average
Mobile
CVR
Not device specific 2.66% 2.98%
Mobile preferred ads 3.40% 7.18%
30. searchmarketingexpo.com
@erinsagin
#SMX #32B
• Run test phone calls to
understand the caller experience
• Get to know the team answering
the phones
• Request qualitative feedback on
mobile traffic
• Ensure you are are staffed
sufficiently to handle call volume
PREPARE YOUR TEAM
33. searchmarketingexpo.com
@erinsagin
#SMX #32B
Redirect traffic to your app,
rather than sending users to
your landing page:
• Link to your mobile app
from directly within text
ads
• Time spent in mobile apps
last year surpassed time
spent on desktops
ENABLE APP EXTENSIONS
42. searchmarketingexpo.com
@erinsagin
#SMX #32B
1. Mobile impression share penalty is 2x
more dramatic than desktop
counterparts– Boost ad rank to gain
visibility!
2. Phone calls worth 3x more than clicks to
websites– Promote call conversions
directly from SERP!
3. Mobile phones are 4x more powerful
than 4 years ago – Update your landing
pages to enable advanced workflows!
LET’S RECAP!
This could be used to support the idea that as time passes from the time a user fills out a form on your website, that:
They’re less likely to be qualified
They’re less likely to be reachable
(due to declining interest or finding an alternate solution, etc.)
I think this supports the idea that calls are more valuable than clicks to websites
INCLUDE EXAMPLE OF NEW AD DISPLAY THING ON MOBILE
Pro tip—DISPLAY ADS
Bid less or nothing at all if no one is there to answer the phone
Bid less or nothing at all if no one is there to answer the phone
“sales training is the landing page optimization of mobile”
You want to send them anywhere by the landing page, change your business model! This is the most effective way to make sales, its not a regression
You want to send them anywhere by the landing page, change your business model! This is the most effective way to make sales, its not a regression
They are mini computers—faster than computers half of the time!
Picture of PHABLET, don’t even fit in pockets, watch tv on them, I don’t even have a computer because I can do just about everything on my phone