3 Killer Mobile PPC Hacks to 3x Your ROI

March 5, 2015

3 Killer Mobile PPC Hacks To 3x Your ROI Erin Sagin Customer Success Manager, WordStream

@erinsagin

searchmarketingexpo.com

@erinsagin #SMX #32B

• Customer Success Manager at WordStream in Boston, MA

• Has specialized in Paid Search for 3+ years

• Team consults for over 3,000 accounts

• When I’m not working, you’ll find me hula hooping, vacationing in the Caribbean and binging on reality TV

MEET ERIN



Include the hashtag #SMX and me, @erinsagin, in your tweets! Prize awarded for: • Funniest tweet • Most clever mobile PPC tip

WIN THIS $25 AMAZON GIFTCARD



WHY FOCUS ON MOBILE?



WHAT’S WRONG WITH THIS PICTURE?





CONSIDER THE COMPLETE EXPERIENCE



#1: NO ONE IS SEEING YOUR ADS



SEARCH IMPRESSION SHARE, BY DEVICE

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 2 3 4 5 6 7 8 9

Sea

rch I

mpre

ssio

n S

ha

re

Ad Position

Desktop

Mobile

Tablet

Linear(Desktop)

Linear(Mobile)

Linear(Tablet)

You’re 2x less likely to show for mobile

vs. desktop searchers



COMPETITION IS FIERCE

• 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



SEARCH IMPRESSION SHARE LOST TO RANK, BY DEVICE

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 2 3 4 5 6 7 8 9Se

arc

h Im

pre

ss

ion

Sh

are

Lo

st

to R

an

k

Ad Position

Desktop

Mobile

Tablet

Linear(Desktop)Linear(Mobile)

Mobile impression share

penalty is 2x more dramatic

than it’s desktop

counterparts.



EPIPHANY: BOOST AD RANK



AD RANK

Max CPC Bid

Quality Score

Ad Rank



• Keep up with rising CPCs

• Don’t be afraid to boost mobile bids

REVISIT BIDDING STRATEGY

Mobile CPCs have

increased by 150% since

2012.





Every +/- 1 Point in Quality Score Results in +/- 18%

Change in Mobile Impression Share (!!)



IMPROVE QUALITY SCORE



#2: YOUR PHONE ISN’T RINGING



PHONE CALLS ARE THE HOTTEST LEADS YOU CAN GET



CONSIDER NON-CALL LEADS

Desktop Search Conversion Funnel

1. Sees Ad

2. Clicks On Ad

3. Visits Website Landing Page

4. Lead Captured

3% Average Conversion Rate!

Response Time From Creation by 5 Minutes Contact rates significantly

drop off after 5 minutes. Why?

Declining interest, alternate

solution, etc.

Contact Rate 100x decrease from 5 min to 30 min Qualification Rate 21x decrease from 5 min to 30 min



CLICK TO CALL=GAME CHANGER

Mobile Conversion Funnel

1. Sees Ad

2. Calls Business

3. Lead Captured

No Leaky Landing Page!!

CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE!



When you’re testing mobile ads, you need to base your findings on call rate, not CTR or conversion rates.

- Larry Kim

NEW! ADWORDS CALL METRICS



EPIPHANY: PROMOTE CALLS DIRECTLY FROM

THE SERP



How do you design a mobile preferred ad? • Include phone specific

language (i.e.: Call now for a free quote!)

• Keep it short and sweet

• Remember, the title

must make sense on it’s own

MOBILE PREFERRED ADS

Ad Type Average

Mobile

CTR

Average

Mobile

CVR

Not device specific 2.66% 2.98%

Mobile preferred ads 3.40% 7.18%



AD EXTENSIONS

While mobile CTRs are

low, extensions yield

higher CVRs.





CALL EXTENSIONS

Users are 9x more likely to

place a call from a mobile

SERP than a desktop.

Super Important Mobile

Hack: Bypass the landing

page altogether!



AD SCHEDULING

Consider a caller’s experience during your off hours • Use time-of-day bid modifiers to

bid less during your off hours • Use advanced options to schedule

Call Extensions

• Pause campaigns during off hours



NEW! CALL-ONLY CAMPAIGNS

• Eliminates clicks to mobile landing pages altogether

• Phone number will appear regardless of location



• Run test phone calls to understand the caller experience

• Get to know the team answering the phones

• Request qualitative feedback on mobile traffic

• Ensure you are are staffed sufficiently to handle call volume

PREPARE YOUR TEAM



EPIPHANY: CALL CENTER STAFF

TRAINING = LANDING PAGE OPTIMIZATION

OF MOBILE



DON’T TAKE PHONE CALLS? ADAPT!



Redirect traffic to your app, rather than sending users to your landing page: • Link to your mobile app

from directly within text ads

• Time spent in mobile apps last year surpassed time spent on desktops

ENABLE APP EXTENSIONS



#3: YOUR MOBILE LANDING PAGE STRATEGY IS

OBSOLETE



THESE MOBILE SITES STINK



EPIPHANY: WHY DID WE BUILD

THESE CRAPPY MOBILE SITES??!



But it’s not slow anymore…

BECAUSE MOBILE IS SLOW



But they keep getting larger…

BECAUSE MOBILE SCREENS ARE SMALL



EPIPHANY: DUMP YOUR OLD MOBILE LANDING

PAGES (OR, HOW TO TELL IF THEY SUCK)



% WHO SWITCHED TO FULL SITE

33%

36% 29%



Conversion Rates: Mobile Site vs. Full Site on Mobile

Pro-tip: You Would be Better Off Sending People to Your Full Site!



1. Mobile impression share penalty is 2x more dramatic than desktop counterparts– Boost ad rank to gain visibility!

2. Phone calls worth 3x more than clicks to websites– Promote call conversions directly from SERP!

3. Mobile phones are 4x more powerful than 4 years ago – Update your landing pages to enable advanced workflows!

LET’S RECAP!



GOOD LUCK!



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3 Killer Mobile PPC Hacks to 3x Your ROI