Maximizing Mobile PPC

ELITESEM.COM CONFIDENTIAL

aaron levy | @bigalittleaaccount executive | elite sem

MAXIMIZE MOBILE MONEY


HI! I’M AARON

Reach me on twitter @bigalittlea

Or you can email me [email protected]


A LITTLE ABOUT ELITE


I FLEW FARTHER

THAN YOU TO GET HERE


WEAR A HELMET.


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 CONFIDENTIALflickr.com/photos/yourdon/


WE MODIFY BIDS

ELITESEM.COM CONFIDENTIALflickr.com/photos/erik-n/

ON CLONED CAMPAIGNS

ELITESEM.COM CONFIDENTIALwww.flickr.com/photos/lebatihem/

WEMAKELP’SFIT



ARE MOBILE USERS DIFFERENT?


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.


MOBILE THRIVES IN

BOREDOM HOURS

Usage starts earlier, stays later, dies in the middle.

Mobile Computers


VOLUME ON WEEKEND?

Mobile peaks, computers fade.

Computer Mobile


MOBILE ATTRIBUTES

INVADE personal time


CONVERSION RATE BY

HOURComputers

fluctuate, mobile stays flat.

0%

1%

2%

3%

4%

5%

6%

7%

8%

Computer Mobile


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


MOBILE ATTRIBUTES


IMPULSIVE decision makers


MOBILE MULTITASKING


SHORTER QUERIES FOR

MOBILE?Nope!

Desktop & mobile share volume

patterns

1 2 3 4 5 6 7 8 9 10+

Computers Mobile


LOCALIZED, QUESTION

QUERIESWhat’s the best beer bar in Portland?

Does Hilton offer AAA discounts?

Local Men’s clothing store Portland


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?


DOES QUERY

LENGTH AFFECT CVR?

Meh.

Not really. 1 2 3 4 5 6 7 8 9 10+

Computers Mobile


MOBILE ATTRIBUTES



IDENTICAL query format, different query intent


MOBILE USERS DIFFERENT


LA-DI-FRICKIN-DA


MOBILE ATTRIBUTES



IDENTICAL query format

EASY to capture. If you try.



STOP UNDER

VALUING

WOULDN’T IT BE NICE IF WE COULD MEASURE ACROSS DEVICES??Oh, wait. That’s right…




STOP UNDER

VALUING


GOAL SETTING

WITH ECDCMOBILE

ECDCMOBILE

CONVERSIONS


GOAL SETTING

WITH ECDC

DESKTOP ECDC

DESKTOP CONVERSIONS

MOBILE ECDC

MOBILE CONVERSIONS


GOAL SETTING

WITH ECDC

DESKTOP ECDC

DESKTOP CONVERSIONS

MOBILE ECDC

MOBILE CONVERSIONS = ~1.15


STOP UNDER

VALUING

Mobile is undervalued by ~15%

Bid accordingly. And aggressively.



COPY & EXTENSIONS

Long headlines?


COPY & EXTENSIONS

Long headlines? Smooshed.


COPY & EXTENSIONS

Review extensions?Slashed.


COPY & EXTENSIONS

Sitelinks?What sitelinks?


RIGHT SIZE COPY FOR THE JOB


COPY & EXTENSIONS

Keep it brief, bro.

~15 character headline

~15 characters per sitelink

~25 characters per description line


TRUNCATED COPY HELPS.

A LOT.

CTRFLAT

CPC-23%

CVR+53%

ROAS+110%




THERE IS NO “OTHER” IN

MOBLE





LANDING PAGES

Where‘s the rest of it?!?


FAT PAGE, LITTLE SCREEN


LANDING PAGES

Nobody’s gonnaread this on

the run


WHAT ABOUT CALL ONLY?


CALL ONLY CAMPAIGNS

You tell me what’s more engaging.


MOBILEGEDDONNNNNNNNNNN


BUT WE DON’T HAVE MOBILE LP’SSeriously??? You can’t do this?



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


NO OLD PEOPLE IN MY AUDIENCE


NO KIDS EITHER


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.


CLONING KILLSCan users see

your image?

Can they read your ad?


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


TREAT MOBILE DIFFERENTLY.@bigalittlea

[email protected]/bigalittlea

Marketing

Maximizing Mobile PPC