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ELITESEM.COM CONFIDENTIAL
aaron levy | @bigalittleaaccount executive | elite sem
MAXIMIZE MOBILE MONEY
ELITESEM.COM CONFIDENTIAL
HI! I’M AARON
Reach me on twitter @bigalittlea
Or you can email me aaron@elitesem.com
ELITESEM.COM CONFIDENTIAL
I’M GONNA TALK ABOUT
Mobile Behavior• I got lotsa data!
Valuing mobile & attribution
Why we suck at mobile copy
Hey, it’s still a phone
Social media poor people & children
I have 60 more slides. I’m gonna talk fast.
ELITESEM.COM CONFIDENTIAL
THE DATA FIVE CLIENTS, TWO YEARS2 B2B, 3 B2CLOTS OF DATA355m imps, 70m clicks, $$$$$BLEND OF SEARCH & SHOPPINGWe’ll get into social laterTABLETS = COMPUTERSI know, I know.
ELITESEM.COM CONFIDENTIAL
MOBILE THRIVES IN
BOREDOM HOURS
Usage starts earlier, stays later, dies in the middle.
Mobile Computers
ELITESEM.COM CONFIDENTIAL
CONVERSION RATE BY
HOURComputers
fluctuate, mobile stays flat.
0%
1%
2%
3%
4%
5%
6%
7%
8%
Computer Mobile
ELITESEM.COM CONFIDENTIAL
CONVERSION RATE
Computers drop through the week.
Mobile increases.
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
Computer Mobile
ELITESEM.COM CONFIDENTIAL
SHORTER QUERIES FOR
MOBILE?Nope!
Desktop & mobile share volume
patterns
1 2 3 4 5 6 7 8 9 10+
Computers Mobile
ELITESEM.COM CONFIDENTIAL
LOCALIZED, QUESTION
QUERIESWhat’s the best beer bar in Portland?
Does Hilton offer AAA discounts?
Local Men’s clothing store Portland
ELITESEM.COM CONFIDENTIAL
LOCALIZED, QUESTION
QUERIESWhat’s the best beer bar in Portland?
Does Hilton offer AAA discounts?
Local Men’s clothing store Portland
WHERE THE F@%$ IS MY LUGGAGE?
ELITESEM.COM CONFIDENTIAL
DOES QUERY
LENGTH AFFECT CVR?
Meh.
Not really. 1 2 3 4 5 6 7 8 9 10+
Computers Mobile
ELITESEM.COM CONFIDENTIAL
MOBILE ATTRIBUTES
INVADE personal time
IMPULSIVE decision makers
IDENTICAL query format, different query intent
ELITESEM.COM CONFIDENTIAL
MOBILE ATTRIBUTES
INVADE personal time
IMPULSIVE decision makers
IDENTICAL query format
EASY to capture. If you try.
ELITESEM.COM CONFIDENTIAL
STOP UNDER
VALUING
WOULDN’T IT BE NICE IF WE COULD MEASURE ACROSS DEVICES??Oh, wait. That’s right…
ELITESEM.COM CONFIDENTIAL
GOAL SETTING
WITH ECDC
DESKTOP ECDC
DESKTOP CONVERSIONS
MOBILE ECDC
MOBILE CONVERSIONS
ELITESEM.COM CONFIDENTIAL
GOAL SETTING
WITH ECDC
DESKTOP ECDC
DESKTOP CONVERSIONS
MOBILE ECDC
MOBILE CONVERSIONS = ~1.15
ELITESEM.COM CONFIDENTIAL
STOP UNDER
VALUING
Mobile is undervalued by ~15%
Bid accordingly. And aggressively.
ELITESEM.COM CONFIDENTIAL
COPY & EXTENSIONS
Keep it brief, bro.
~15 character headline
~15 characters per sitelink
~25 characters per description line
ELITESEM.COM CONFIDENTIAL
FACEBOOK IN Q1 2015
87% of users are mobile
40% of users are only mobile
73% of ad revenue is mobile
0%
20%
40%
60%
80%
100%
Mobile Users Mobile Ad Revenue Mobile Users ONLY
Source: Facebook Earnings Report
ELITESEM.COM CONFIDENTIAL
UNSEGMENTED FACEBOOK
CAMPAIGNS?…eesh
Device IMPS CTR CPA CVR
Mobile 2,978,558 3.2% $6.61 3.5%
Computers 88,594 3.1% $3.29 5.2%
Mobile Is: 97% of total
5% higher
101% higher
34% lower
Source: I swear this definitely wasn’t one of my clients.
ELITESEM.COM CONFIDENTIAL
RAPID FIRE BONUS TIPS
DEVICE SEGMENTATION REPORTS Who spends more? Less?
RETARGETING DOES GREAT…but cut out apps.
IF YOU HAVE AN APPA download can be worth a half a million brake pads
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