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#thinkppc&HOSTED BY:
Amazing Tips To Master Mobile Search
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#thinkppc
Your Presenters• Carrie Albright
– Associate Director of Services at Hanapin Marketing– PPC Hero Blogger– Hero Conf Speaker
– @Albright_C
• Erin Sagin– Customer Service Manager at Wordstream– Blogger at Wordstream
– @erinsagin
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Agenda
➢ Building a mobile audience➢ Ad formats➢ The New from Google➢ The New from Bing➢ Mobile for E-Commerce➢ Mobile for Lead Gen➢ Post-Click Mobile➢ Targeting Mobile➢ Retargeting Mobile
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YYear of Mobile is so last season
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Your Mobile Audience
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Tip #1: Build Your Mobile Audience
By 2020, there will be 6.1B smartphone users worldwideEriccson Mobility Report
1. Review your current mobile data2. Stop being scared of what’s not working and focus
on what IS
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Tip #1: Build Your Mobile Audience
How has your mobile traffic changed year over year?
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Tip #1: Build Your Mobile Audience
What does YOUR year over year coverage look like?
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Tip #1: Build Your Mobile Audience
Bid Modifier = Mobile CPA ÷ Account Average CPA – 1
Lean in to what’s working. Play up your strengths. Step 1: evaluate your modifiers
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Mobile Ad Formats
You’re connecting with mobile searchers in a different context
than desktop searchers.
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Tip #2: Use Mobile-Specific Ad Copy
Ad Type Mobile CTR
Mobile CVR
Not device specific
2.66% 2.98%
Mobile preferred
ads3.40
%7.18%
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Tip #2: Use Mobile-Specific Ad Copy
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Mobile Ad Formats
Mobile-specific extensions like click-to-call and app extensions often yield lower CTRs, but extremely high CVRs!
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xGoogle Updates
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Google Maps - Good-bye search partner
Tip #3: Don’t miss the mobile boat
Table Extensions (Google Beta)
“In May, [Google] will increase the importance of having a mobile page, and sites that are not
mobile-friendly will rank even lower than before.” TechCrunch.com
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2
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Review www.maps.google.com placements & update!
Tip #3: Don’t miss the mobile boat
https://www.google.com/webmasters/tools/mobile-friendly/
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Bing Updates
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Tip #4: Try Bing’s NEW App Extensions
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1 in 4 app users discovers an app through search.
Bing Updates
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Mobile Outside the Box
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Mobile Outside the Box
Remember the good old days?
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Tip #5: Mobile Outside the Box
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Tip #5: Mobile Outside the Box
3rd party vendors allow you to select how and to whom you target with mobile ads
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Live Poll Question #2
What is your biggest struggle with mobile?#thinkppc
A. Understanding my mobile audienceB. Direct results/sales/leadsC. Knowing where to be and whenD. Creative - the copy & ad formats
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Mobile for E-Commerce
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Mobile for E-Commerce
82% of smartphone users turn to their phone to influence a purchase decision while in a store.
- Think with Google
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Mobile for E-Commerce
How do you speak to that
50% in your competitor’s
store?
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Mobile for E-Commerce
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MATCH NO MATCH
Mobile for E-Commerce
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Tip #6: Use What Ya Got
I. Location ExtensionsII. Cross device conversionsIII.In-store visits
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Location50% of mobile users are most likely to visit a
store after performing a “local query”
versus 34% tablets or desktop users.
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Location Extensions
1. Location extension report2. Segment by This extension vs Other3. Identify areas with top engagement Pro Tip!
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Cross-device conversionsConsumers are now using an average of 5 devices in the purchase process.- Digitas, 2015
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Cross-device conversions
Pro Tip! Add a G+ sign-in to your site — to increase the Google sign-in rates on your pages and further improve the accuracy of your results
TLDR: X-device conversions are an estimate made by Google based on sign-ins, previous trends, and LOTS of data.
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In-Store Visits
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In-Store Visits
Eligible:
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Mobile for E-Commerce
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Mobile for E-Commerce
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Tip #7: Prioritize High-Intent Keywords
High-Intent Terms● Organize separately● Assign specific budgets/CPA
goals● Use higher bid modifiers
Low-Intent Terms● Reduce bids or eliminate
mobile presence altogether using -100% mobile bid modifier
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Mobile for E-Commerce
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Mobile for Lead Gen
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Mobile for Lead Gen
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Mobile for Lead Gen
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Mobile for Lead Gen
70% of mobile searchers have called a business directly from search ads.
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Mobile for Lead Gen
Calls = ConversionsDon’t ignore call metrics!
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Tip #8: Leverage a Call Tracking Solution
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Mobile for Lead Gen
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Tip #9:
Do what Erin just said.
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Tip #9:
Do you make it easy for them to reach you?
9.39% Call Rate85.24% BR
1.62% Conv. Rate53.45% BR
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Onsite Mobile
Does your mobile landing page make visitors want to do this?
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Onsite Mobile
● ~20% of users on sites like this opted to view the “full site” on mobile in favor of the mobile website.
● The users who made the switch were more likely to convert!
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Onsite Mobile
Only 9% of users will stay on a mobile site or app if it doesn’t satisfy their needs.
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Onsite Mobile
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Onsite Mobile
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Onsite Mobile
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Onsite Mobile
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Tip #10: Update Your Mobile Site
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Onsite Mobile
Check out “The User Is Drunk” test video by Squareweave on Youtube!
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40% of smartphone users who research on their mobile device go on to purchase on a desktop.
Mobile Landing Pages
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Mobile Landing Pages
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Mobile Landing Pages
Don’t add barriers to the mobile path
to conversion.
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Tip #11: Make It Easy to Convert via Mobile
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Mobile Landing Pages
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Mobile Landing Pages
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Targeting Mobile
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Targeting MobileAs of 2012, 46% of retailers had an iPhone app & 33%
percent of retailers had an Android app.
75% of Americans
1x/hr
90% of time on apps
15,747 Americans
283,446 daily checks
255,101 app engagementsevery day
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How do app installs compare to onsite purchases?Average mobile conversion rate – 0.32%Average app download rate – 0.21%
Tip #12: Include & Exclude
Example: 5% lift in app installs, just by including non-English speakers
• Leverage your entire audience
• Know what works
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Retargeting Mobile
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Tip #13: Re-engage
Mobile App User List
Reward!
Remind!
Re-ally target!
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Recap
➢ Building a mobile audience➢ Ad formats➢ The New from Google➢ The New from Bing➢ Mobile for E-Commerce➢ Mobile for Lead Gen➢ Post-Click Mobile➢ Targeting Mobile➢ Retargeting Mobile
#thinkppc
Offers!
A. Get a free 1hr AdWords Assessment by WordStream
B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)
C. BothD. No Thanks!
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Live Q&A Time!
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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
Wordstream Feedback: [email protected]
