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Meet Your Presenters
PPC EvangelistWordStream
Erin SaginStrategic Partnerships
Manager, Google
Cindy Laning
The State of Mobile
1987…
1989…
1998…
2005…
2005…
We don’t go online. We live online.
Mobile: A Way of Life for Consumers
Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-nomophobia-the-fear-of-being-without-their-phone/
Bottom Line: Mobile is Kind of a Big Deal
How Are We Using Our Mobile Devices?
7:00am Alarm Goes off
7:05am Text My Family7:45am Check time8:12am Picture of Freedom Tower9:03am Read text from Marc1:23pm Text Oliver1:29pm Read text from Oliver5:38pm Take picture of traffic5:40pm Send picture of traffic
Moments
7:15am Find Cafe Near me
7:53am Watch how-to fix bathroom video7:59am Directions to Home Depot9:15am Compare prices and brands9:31am Search for Coupons10:07am Read about running shoes1:23pm “Running tips” on YouTube 1:45pm Search for running
stores near me5:38pm Read articles on Paris6:01pm Research Hotel Prices
Micro Moments
CONNECT THE DOTS
Know your moments
Win your moments
Know what success looks
like
1 2 3
I want-to-know
moments
I want-to-go moments
I want-to-do moments
I want-to-buy
moments
Google Confidential and Proprietary
of smartphone users turn to their phones to learn more about
something seen in a TV commercial
of online users are looking up more information online now compared to a few years ago
Consumers in the Micro-Moment, Wave 2, Google/Ipsos, US, May 2015, n=1,005, based on internet users Google Consumer Surveys, US, May 2015, n=1243
I-WANT-TO-KNOW MOMENTS65%
66%
Consumers in the Micro-Moment, Wave 2, Google/Ipsos, US, May 2015, n=1,005, based on internet users Google Consumer Surveys, US, May 2015, n=1243
I-WANT-TO-KNOW MOMENTS
of smartphone users turn to a search engine when
looking for a local business
increase in“near-me” search
interest
The Consumer Barometer Survey 2014/2015, US, n=1,000, based on internet usersGoogle Trends March 2015 vs Mar 2014
82%
2x
I-WANT-TO-GO MOMENTS
Google Data, United States, Q1 2015, Q1 2014Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet users
increase in searches related to “how-to” on
YouTube
of smartphone users turn to their phone for ideas while doing a task
70%
91%
I-WANT-TO-DO MOMENTS
70%Increase in searches related to
“how-to” on YouTube
I-WANT-TO-BUY MOMENTS
of smartphone users consult their phone while
in a store
of consumers report having made a purchase in their
kitchen
Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet usersGoogle Consumer Surveys, US, April 2015, n=1509
82%
39% Drive traffic to your stores
Make it easy for shoppers to find you
Draw attention to all your offerings
Micro-Moments Have Changed the Consumer Journey
Immediacy
of actionActing on any stimulus,
whenever we’re motivated to
High expectatio
nsFor relevance and for frictionless experiences
Unscripted decisionsMore loyalty to the
need in the moment vs. a brand
Are You Prepared to Tap Into These Micro-Moments?
Don’t Be Ashamed, You’re In Good
Company
Set Competitive BidsMobile Tip #1
Search Impression Share by Device
You’re 2x less likely to show for mobile vs. desktop searches.
Search Impression Share Lost to Rank,By Device
Mobile impression share penalty is 2x more dramatic than it’s
desktop counterparts.
Ad Rank
Bonus! Ad Extensions!
Mobile Bids Should Be Top of Mind
Hone In On Your Quality Scores
Every +/- 1 point in
Quality Score results in
+/- 18% change in
Mobile Impression
Share (!!)
Base Bids on Daily Behavior
Mobile Tip #2
Search Volume By Device(Average Week Day)
Search Volume By Device(Average Weekend Day)
Understand YOUR Audience’s Behavior
Ensure Your Business Is Prepared
Schedule Your Extensions Accordingly
Create Engaging Contentfor the SERP
Mobile Tip #3
This Goldfish Has A LongerAttention Span Than You Do
Our Phones Are Minefields
Layer In External Factors
How the heck does anyone actually COMPLETE a
purchase via smartphones?!
Mobile Preferred Ad Copy– A Solid Start
We’ve Got You Covered!
Utilize Ad Extensions
App Extensions
Call Extensions
Make Your Phone Ring
Mobile Tip #4
Phone Calls = Hot Leads
Calls worth 3x more than clicks to your landing page!
BONUS! Call-Only Campaigns
*Pro-tip: Bypass your
mobile landing pages
altogether!
Track Your Phone Calls
Keyword Level Call Tracking
Keyword Level Call Tracking
Step-Up Your MobileLanding Pages
Mobile Tip #5
What Happens AFTER the Click?
If You DON’T Have a Mobile LandingPage, Shame On You
Have A MobileLanding Page?
Sorry Guys, Most Mobile Landing Pages Suck
Because Mobile Is Slow…
Because Mobile Screens Are Small…
Because People are Dumb…
Conversion Rates: Mobile Site vs. Full Site on Mobile
And Those Are the PeopleWho Stuck Around!
Only 9% of users will stay on a mobile site or app if it doesn’t satisfy their needs.
We’ve got you covered!
Clean, Streamlined Mobile Landing Pages
We’ll Even Store Your Leads For You!
Special offers, would you like?
a) FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week
b) 1-1 AdWords Assessment with AdWords Certified Consultant
c) I don’t need help with my PPC
