This document discusses strategies for improving mobile marketing performance. It notes that advertisers are 2x less likely to show on mobile searches than desktop, so they should boost ad rank to improve visibility. It also advises promoting phone calls directly from search results since calls convert at higher rates than clicks. Additionally, it recommends updating mobile landing pages since mobile phones are now more powerful and screens larger, as outdated pages negatively impact conversion rates. The key is optimizing the overall mobile experience through improved ad rank, call promotions, and landing page design.

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Mobile Hacks
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QUICK POLL:
What’s your biggest mobile pain point?
a) My landing pages aren’t performing
well
b) I can’t seem to generate any clicks or
calls on my ads
c) My ads rarely show
d) I’m avoiding it all together

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Why Focus on Mobile?

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What’s Wrong With This Picture?

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Consider the Complete Mobile
Experience

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#1 No One Is Seeing Your Ads

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Search Impression Share by Device
You’re 2x less likely
to show for mobile
vs. desktop
searchers

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Competition Is Fierce
• 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

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Search Impression Share Lost to Rank,
by Device

17. EPIPHANY:
BOOST AD
RANK
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18. #wordstream @ErinSagin
Ad Rank

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Revisit Bidding Strategy
• Keep up with
rising CPCs
• Don’t be afraid to
boost mobile bids

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21. Every +/- 1 Point in
Quality Score Results
in +/- 18% Change in
Mobile Impression
Share (!!)
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Improve Quality Score

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#2 Your Phone Isn’t Ringing

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Phone calls are the hottest
leads you can get!

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Click to Call = Game Changer

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Click to Call = Game Changer
Calls worth 3x more than clicks to website!

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New! AdWords Call Metrics
When you’re testing
mobile ads, you need
to base your findings
on call rate, not CTR
or conversion rates.
-Larry Kim

29. EPIPHANY:
PROMOTE CALLS
DIRECTLY FROM
THE SERP
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30. #wordstream @ErinSagin
Mobile Preferred Ads
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
its own

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Ad Extensions

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Call Extensions

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New! Call-Only Campaigns
• Eliminates clicks to
mobile landing pages
altogether
• Phone number will
appear regardless of
location

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Ad Scheduling
Consider a caller’s experience
during your off hours
• User time-of-day bid modifiers
to bid less during your off hours
• Use advanced options to
schedule extensions
• Pause campaigns during off
hours

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Prepare Your Team
• Run test phone calls to understand
caller experience
• Get to know the team answering
the phones
• Request qualitative feedback on
mobile traffic
• Ensure you are staffed sufficiently
to handle call volume

36. EPIPHANY: CALL
CENTER STAFF
TRAINING = LANDING
PAGE OPTIMIZATION
OF MOBILE
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Don’t Take Phone Calls? Adapt!

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Enable App Extensions
Redirect traffic to your app, rather than your mobile
landing page:
• Link to your mobile app from directly within ads
• Apps are huge! Time spent in mobile apps surpassed time
on desktops in 2014

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#3 Your Mobile Landing Page
Strategy Is Obsolete

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These Mobile Sites Stink

41. EPIPHANY: WHY DID
WE BUILD THESE
CRAPPY SITES?!?
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42. #wordstream @ErinSagin
Because Mobile is Slow
But it’s not
slow
anymore…

43. #wordstream @ErinSagin
Because Mobile Screens Are Small
But they
keep
getting
larger…

44. EPIPHANY: DUMP
YOUR OLD MOBILE
LANDING PAGES
(OR, HOW TO TELL
IF THEY SUCK)
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45. #wordstream @ErinSagin
% Who Switched To Full Site

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Conversion Rates
Mobile Site Vs. Full Site on Mobile
Pro-tip: You would be better off sending people to your full site!

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Let’s Recap!
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!

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49. Q & A
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