Presentation from SMX West, 2014. Get a solid action plan for your mobile PPC campaigns!

1. YOUR MOBILE
ACTION PLAN
IN 10 STEPS

2. MOBILE SECRET SAUCE?
@joekerschbaum

3. PAIN PROGRESSION
@joekerschbaum

4. TELL GOOGLE
YOUR AD PREFERENCES

5. MOBILE ADS = DO THEM NOW!
“Mobile-optimized text ads and
extensions will be given preference
on mobile devices.”
@joekerschbaum
TIP: Avoid truncation. Mobile ads
should be shorter. Aim under 60
characters.

6. N OT Y OU R MOMMA’ S S I T E L I N K S
@joekerschbaum

7. CHECK THAT BOX, YO!
@joekerschbaum
Task: Use Mobile
Preferred Ads &
Site Links
Step 1
Step 2
TIP: Mobile sitelinks should
be shorter. Aim for 15-17
characters in length.

8. MOBILE DEVICES
ARE ACTUALLY
PHONES –
REMEMBER?

9. GU E S S WH O I ’M C A L L I N G?
@joekerschbaum

10. TWO C L I C K S A N D Y OU ’ R E D ON E
@joekerschbaum
• 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

11. TRACK THOSE CALL CONVERSIONS
@joekerschbaum
Step 1
Step 2
Task: Utilize Call
Extensions

12. GET PURPOSEFUL
WITH THOSE MOBILE BIDS

13. WH AT ’ S GOI N G ON H E R E ?
@joekerschbaum
Task: Determine a
Mobile Bidding
Strategy

14. MODIFIERS MODIFYING
EACH OTHER
ALL OVER THE PLACE

15. @joekerschbaum

16. PLAY NICE, FOLKS
Mobile
Modifier
@joekerschbaum
Geographic
Modifier
Ad
Scheduling
Bid Rules
Keyword
Bid

17. ACTIVE BID ADJUSTMENTS
@joekerschbaum
Task: Review All
Bid Modifiers

18. IMPROVE MOBILE & GDN:
D ON ’ T C R OS S T H E S T R E AMS

19. MOBILE + DISPLAY = SADNESS
@joekerschbaum

20. MOBILE IS THE LITTLE GUY HERE
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
@joekerschbaum
Conv Rate
Computers Mobile devices with full browsers Tablets with full browsers
Conv Rate

21. CRAFT YOUR STRUCTURE
Search
@joekerschbaum
PCs
Tablets
Mobile Devices
Display
PCs
Tablets

22. ADJUST MOBILE BID MODIFIER
@joekerschbaum
Task: Exclude Mobile
Devices from GDN
Display
PCs
Tablets

23. SORRY, GOOGLE –
TABLETS ARE STILL MOBILE

24. TABLETS ARE MOBILE DEVICES
@joekerschbaum

25. B E T T E R T H A N MOB I L E I S N ’ T GOOD
10.0%
9.0%
8.0%
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
@joekerschbaum
Conv Rate
Computers Tablets with full browsers
Conv Rate

26. KILL THOSE CATEGORIES
Step 1
Step 3
Step 2
@joekerschbaum

27. KILL THOSE APPS
Step 1
Step 2
Step 3
@joekerschbaum
Task: Exclude
Mobile Apps
from GDN

28. CONVERSION OPTIMIZER
MAY NEGLECT MOBILE

29. ALL YOUR EFFORT = FAIL
@joekerschbaum
Bang
Head
Here

30. CONVERSION OPTIMIZER ADJUSTMENT
Step 1
Step 2
@joekerschbaum

31. @joekerschbaum
ONE CLICK – AND BOOM!
100000.0
0.0
100.0
150000.0
200.0
200000.0
300.0
400.0
250000.0
500.0
600.0
300000.0
700.0
350000.0
800.0
900.0
400000.0
1000.0
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
Conversion Optimizer
Conversions
Conversions
Task: Use Accelerated
Ad Delivery with

32. NOT JUST RESPONSIVE DESIGN:
RESPONSIVE EXPERIENCE.

33. FRACTURED USER FOCUS
@joekerschbaum

34. BAD TO GOOD
@joekerschbaum

35. OPTIMIZE FOR DESIGN AND CONTENT
@joekerschbaum

36. SOME BEST PRACTICES ARE BEST
3.50%
3.00%
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%
@joekerschbaum
Conversation Rate
Mobile Test - New Mobile Test - Old
CVR
Task: Optimize Your Web Experience
for Design AND User Intent

37. GREAT!
YOU HAVE MOBILE LEADS.
ARE THEY ANY GOOD?

38. NOT ALL LEADS ARE EQUAL
60%
50%
40%
30%
20%
10%
0%
@joekerschbaum
Qualified Leads
Laptops / PC Mobile Devices
Qualified Leads
Task: Monitor Mobile
Lead Quality Closely

39. T H E F U T U R E I S N OW…
OR MAYBE LATER

40. PEOPLE ARE ADDICTED TO SCREENS
@joekerschbaum

41. 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
@joekerschbaum

42. WORKING ON ESTIMATES FOR NOW
@joekerschbaum
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

43. YOUR MOBILE ACTION PLAN!
bit.ly/Mobile-Action-Plan

44. THANK
YOU!
Joseph Kerschbaum
Midwest Account Director
3Q Digital
joseph@3qdigital.com
Twitter: @joekerschbaum
bit.ly/Mobile-Action-Plan