Primer on how to tweak marketing strategy for mobile and how is it different from the one on desktop.

1. Mobile SEM
in a multi
screen world

2. The Emerging Trend of Mobile usage
Benefits of mobile SEM
Metrics that matter on mobile
Optimizing Mobile PPC
Optimizing Landing Page Experience
OVERVIEW

3. 3
Meet Swati
• 26. Single.
• Account Executive at Agency XYZ in
Mumbai.
• Daily Commuter from Borivli to Vashi
• Uses her 2 hour+ commute:
• Chatting with friends on FB (uses
iPhone 4S).
• Catching up on news from the ad
world (uses iPad2).
• Searching for work related
information. (iPad2).
• Browsing through fashion trends
– Pinterest. (iPad2/iPhone 4S).
• Shopping online. (iPhone 4S).

4. 4
Swati’s Mom celebrates her 50th birthday on March 23.
Swati wants to gift her a pendant.

5. 5
64%
25%
11%
0%
% time spent (search and buy)
PC iPad2 iPhone
Swati’s multi-device search and buy process

7. Mobile is catching on big time…..!!

8. An exclusive mobile strategy has become imperative….

10. Benefits of Mobile SEM
1.
• Highly Targeted
• Eg. Hotels can target users within 2 km radius
2.
• Lower Cost
• Compared with desktop cost per click, the CPC for
the same keyword on mobile tends to be lower
3.
• Higher Response Rate
• Mobile is a highly personal device

11. 70% of mobile searchers have used the call button to
connect with businesses from the search results page.
Google // Nielson // Microsoft // Forrester // BIA/Kelsey // US Contact Center
It’s changing how users interact with search results.
67% of consumers start shopping on one device and
continue on another.
61% of mobile searchers say the call is the most important
step in the purchase process.

12. 73 billion calls
will be driven by mobile search in 2018.
Source: BIA Kelsey, “Phone Calls: The New Currency of the Smartphone Era”

13. What Metrics Matter in Mobile PPC?

14. CTR

15. • Mobile CTR
drops off 45%
faster than
desktop or
tablet!
Ad Rank and CTR Segmented by Device
Mobile Ad
Position
Has Similar CTR
as Ad In
Desktop
Position
1 1
2 3
3 4
4 6

16. CPC

17. Do Mobile Clicks Cost More?
Mobile CPCs
have
increased
150% since
2012.
Enhanced Campaigns
Desktop
CPCs
have
increased
50%

18. IMPRESSION
SHARE

19. Mobile Impression Share
• Mobile Ads are much less
likely to be shown, even
in position 1.
• Below position 2, forget
it.
• No accounts had mobile
position below 4.3.

20. Mobile Metrics that Matter
CTR CPC
Impression
Share
Mobile CTR
drops off 50%
faster than
desktop or
tablet.
Search CPCs
have been
rising
dramatically for
mobile since
2012.
Mobile
impression
share penalty is
more dramatic
than it’s
desktop
counterparts.
1 2 3

21. What Do We
Do About It?

22. Improve Mobile CTR
Speak to a mobile audience
1
• Cater to an audience
on-the-run
2
• Keep language short &
sweet
3
• Make it easy to
interact with your ad

23. Present a mobile CTA
1
• Make sure your offer is possible on
a mobile device
2
• Avoid offering whitepaper
downloads or demo/trial downloads
3
• Give option to call in and ask
questions

24. Use all available extensions
Location
Call
Sitelinks

25. Budget for Mobile CPCs
• Revisit search/mobile budget strategy
• Don’t be afraid to raise mobile bids
Device Search
Clicks
Search
CPC
Desktop 139 $0.30
Mobile 2,322 $0.12
Tablet 17 $0.35
CASE STUDY: A client
targeting a mobile audience
decided to pivot more spend
to the platform on certain
campaigns. All of these
campaigns actually use a
+300% MBA. Even with bids
3x that of desktop, their
actual mobile CPC is still
considerably cheaper than is
on desktop:

26. Mobile Search Checklist
• Speak to mobile audience
• Present a mobile Call To Action
• Use all mobile extensions
• Have appropriate bid adjustments
• Don’t be afraid to raise mobile bids

27. After the click……

29. After the Click:
Landing on Your Site
• Mobile Landing Page
– Mobile Form
• Email Sign Up/ Opt In
• SMS Sign Up/ Opt In
• Contact Form
– Mobile Coupon
– Click to Call
– Click to Download

30. Don’t have a mobile website?

31. • Driving Traffic to an Application
– Segment by Carrier and Handset
– App Downloads are Much Higher on Weekends
• Driving Traffic to Google Places
– Geo Target for Multiple Locations
– No Need for a Website
– Phone Numbers will be Enabled
– Have a Good Google Places Page
After the Click:
Landing Elsewhere

34. THANK YOU!
Connect with me for AdWords consulting
Email : anveshaposwalia@gmail.com
LinkedIn : in.linkedin.com/pub/anvesha-poswalia/22/748/409/en