The document outlines an action plan for improving mobile search campaigns within AdWords. It provides tips on optimizing mobile ads and extensions, determining mobile bidding strategies, reviewing bid modifiers, excluding mobile devices from display campaigns, optimizing websites for mobile, and monitoring mobile lead quality. The plan is to help advertisers move the needle on their mobile marketing efforts by accounting for cross-device user behavior.

1. Your Mobile Action Plan
Speaker
Joseph Kerschbaum
3Q Digital

2. Today You Will Learn
How to improve your mobile
search campaigns within
AdWords

3. About Me
Joseph Kerschbaum
Midwest Account Director
joseph@3qdigital.com
Twitter: @joekerschbaum

4. Agenda
• Mobile ad & sitelink optimization
• Ad extensions for mobile
• Optimal campaign settings for mobile
• Mobile bid modifier plan
• Action plan for multiple campaign modifiers
• Display network plan on mobile devices
• Conversion optimizer for mobile
• Mobile optimized landing pages
• Lead qualification via mobile

5. Mobile
Secret
Sauce?

6. Pain Progression

7. Tell Google
Your Ad
Preferences

8. Mobile ads = do them now!
“Mobile-optimized text ads and
extensions will be given preference
on mobile devices.”
TIP: Avoid truncation. Mobile ads
should be shorter. Aim under 60
characters.

9. Not your momma’s site links

10. Check that box, yo!
Task: Use Mobile
Preferred Ads &
Site Links
Step 1
Step 2
TIP: Mobile sitelinks should
be shorter. Aim for 15-17
characters in length.

11. Mobile Devices
are Actually
Phones –
Remember?

12. Guess who I’m calling?

13. two clicks and you’re done
• Charged the same as for a
standard click on the ad.
• Clickable on devices that
allow a user to click and call
• Utilizes Google call-
forwarding for tracking
• Count calls as conversions
when they last longer than
60 seconds

14. Track those call conversions
Step 1
Step 2
Task: Utilize Call
Extensions

15. Get Purposeful
with those
Mobile Bids

16. What’s going on here?
Task: Determine a
Mobile Bidding
Strategy

17. Modifiers
Modifying
Each Ether
all Over
the Place

19. Play nice, folks
Mobile
Modifier
Geographic
Modifier
Ad
Scheduling
Bid Rules
Keyword
Bid

20. Active bid adjustments
Task: Review All
Bid Modifiers

21. Improve
Mobile & GDN:
Don’t cross
the Streams

22. Mobile + display = sadness

23. mobile is the little guy here
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Computers Mobile devices with full browsers Tablets with full browsers
Conv Rate
Conv Rate

24. Craft your structure
Search
PCs
Tablets
Mobile Devices
Display
PCs
Tablets

25. Adjust mobile bid modifier
Task: Exclude Mobile
Devices from GDN
Display
PCs
Tablets

26. Sorry, Google –
Tablets
are Still Mobile

27. Tablets are mobile devices

28. 0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
Computers Tablets with full browsers
Conv Rate
Conv Rate
Better than mobile isn’t good

29. Kill those categories
Step 1
Step 2
Step 3

30. Kill those apps
Step 1
Step 2
Step 3
Task: Exclude
Mobile Apps
from GDN

31. Conversion
Optimizer
May Neglect
Mobile

32. All your effort = fail
Bang
Head
Here

33. Conversion optimizer adjustment
Step 1
Step 2

34. One click – and boom!
0.0
100.0
200.0
300.0
400.0
500.0
600.0
700.0
800.0
900.0
1000.0
100000.0
150000.0
200000.0
250000.0
300000.0
350000.0
400000.0
Impressions
Clicks
20.0
30.0
40.0
50.0
60.0
70.0
80.0
1/22/2014
1/24/2014
1/26/2014
1/28/2014
1/30/2014
2/1/2014
2/3/2014
2/5/2014
2/7/2014
2/9/2014
2/11/2014
2/13/2014
2/15/2014
2/17/2014
2/19/2014
2/21/2014
2/23/2014
2/25/2014
Conversions
Conversions
Task: Use Accelerated
Ad Delivery with
Conversion Optimizer

35. Not Just
Responsive
Design:
You Need
Responsive
Experience

36. Fractured user focus

37. Bad to good

38. Optimize for design and content

39. some best practices are best
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
Mobile Test - New Mobile Test - Old
Conversation Rate
CVR
Task: Optimize Your Web Experience
for Design AND User Intent

40. Great!
You Have
Mobile Leads.
Are They
Any Good?

41. Not all leads are equal
0%
10%
20%
30%
40%
50%
60%
Laptops / PC Mobile Devices
Qualified Leads
Qualified Leads
Task: Monitor Mobile
Lead Quality Closely

42. The Future
is Now…
or Maybe Later

43. people are addicted to screens

44. What to know now
• 6 in 10 online adults in the
US and UK use at least 2
devices every day
• 76% use their smartphone
“on the go”
• 60% of multi-device users
transition to larger screens
to finish tasks
• 22% finished on a tablet
and 58% on a laptop

45. Working on estimates for now
Estimated Total Conversions
• Counted when a customer clicks
an ad on one device, then converts
on another device.
• Includes: cross-device, many-per-
click, and phone call conversions.
Task: Start Thinking about
Cross-Device Behavior

46. Move The Needle

47. Move The Needle
Your MOBILE ACTION PLAN!
bit.ly/Mobile-Action-Plan

48. www.onlinemarketinginstitute.org
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