Mobile Search: Little Changes Can Go a Long Way

Mobile Search: Little Changes Can Go A Long Way

Adapting Mobile Search Ads To Improve Performance

Jonathan KaganAssociate Director, Search Marketing

Digitas

Failing to adapt for the mobile landscape will ultimately hurt your bottom line

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What Goes Into Mobile Search?

• Associate Director of SEM for Digitas

• 8 years in search marketing

• Worked in nearly every vertical

• Google & Bing Certified

• Clients range in size from $2K annually to $30 million annually

• 2013 Recipient of Google’s Search Excellence Award

About Me

Agenda• Ad Copy

• Sitelinks & Extensions– Sitelinks– Location Extensions– App Extension– Click to Call– Day Parting

• What Should I do Next?

• Mobile Site Experience

• Some of the easiest adjustments to make are:

• Using the word “phone”• Adjusting the display URL to be

device relevant• Making CTA’s device specific

Performance from change– Credit Services Client saw a:

• 62% increase in CTR• 43% decrease in CPC• 50% decrease in CPA

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Addition of mobile specific ad copy

Editing Ads for Mobile

Sitelinks & Extensions

Why Should I?

– Advertisers get to include additional links to each ad

– Helps advertisers occupy a little more of the “real estate” on the SERP

– Consumers get the perception they can “pick their own path”

– Google data indicates that when present, CTR increases, as much as 30%*

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Sitelinks: The extra little blue links you just recently noticed showing on another advertisers mobile ad

Availability: Yes TBD (possibly Q2)

Tablet Relevant: Yes Yes, browser only

Our Clients:Home Appliance Client saw a 600% increase in CTR when Sitelinks are visible

*Google, 2/2013

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Location Extensions: When the mobile ad tells you where the competitions business is located

Why Should I?

– Link Google Places location to the ad unit, and display a map of the location

– An absolute must for driving foot traffic

– As much as 52% of consumers who searched for a business on a mobile device visited the location shortly after*

– Google data indicates that when present, CTR increases, as much as 10%**

*Drivers of Local Mobile Engagement”, 11/2011**Google, 2/2013

Availability: Yes Yes


Our Clients:Restaurant Client saw a 52% increase in CTR when Location extensions are visible


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App Extension: When the mobile app icon shows in the SERP and you can click to download it

Why Should I?

– Ideal for when your app is a better experience than your mobile site

– Easy way to increase mobile app downloads (great for those who get paid for ad space on them)

– Google reports a 7% increase in CTR when app extension is present*

*Google, 2/2013

Availability: Yes No

Tablet Relevant: Yes No

Our Clients:Home Appliance Client saw a 8% increase in CTR when App extensions are visible


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Click-to-Call: When you click a mobile ad, and it dials a phone number

Why Should I?

– Frequently call centers have a better conversion rate than a website (especially a mobile website)

– Gives searchers that often desired “human touch”

– Better tracking of search to call user path

– Google reports a 7% increase in CTR when app extension is present*

*Google, 2/2013

Availability: Yes Yes


Our Clients:Travel Service Client saw a 40% CVR when using mobile Click-to-Call


What To Do• Dedicate a unique phone # to the

effort

• Run on non-brand exact and phrase match keywords only

• Make sure your ad has a CTA to encourage the call

• Note and analyze content of call

Why You Should Do It• Easy and accurate way to

measure CTC success

• Reduces the number of customer service based calls

• Helps take advantage of the better CVR from calls

• Learn what searches are encouraging customers to call

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CTC can be an excellent way to tie your online traffic to your offline conversions, but there is some legwork needed on your end to make it happen

Click-to-Call Reco’s

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Day Parting: When your ad, only shows at certain times of the day

Why Should I?

– Save’s precious budget– Helps avoid time with less qualified

traffic– Ideal to flight with radio/TV– Customize ads for certain times of

the day

*Google, 2/2013

Our Clients:Several of our clients are very ROI/CPA focused, so performance is tracked down to time of day and day of the week. Late night hours, when sales are typically lower, campaigns are paused, for others, the ad copy is adjusted, to align with the consumers thought pattern at certain times of the day.


• Always use a mobile optimized website for the destination URL– Failure to do so, often leads to a poor user experience

– If a mobile experience is not available, do what you can for click alternatives:• Click-to-Call, call function only• Location extension with CTA for foot traffic• App extension with download function only

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The Site Experience

What To Do

• Minimize the need for personal information or registrations

• Keep it connected and aligned with the desktop site

• Make information concise and to the point

• Make the conversion process as easy as possible

Why You Should Do It

• Collect what is needed for a sale, to prevent abandonment

• Ability to access profiles on mobile for expedited checkouts

• Screen size; it just isn’t ideal for reading large a lot of text

• Mobile shopping carts have a 97% abandonment rate*

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When developing a mobile site, keep the following in mind:

*Marketing Daily, 10/2012

The Site Experience

Quick Changes• Make sure your ads are

visible• Only the first 2 positions get visibility

• Introduce device specific ad copy

• Phase out old copy slowly, don’t just delete it

• Implement an extension• Determine which will

produce the most value for you (ie foot traffic = Location extensions)

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With little effort, basic adjustments in the appearance of your ad can lead to big improvements in efficiency, and positive results to your bottom line

If you’re not 1st (or 2nd), then you may as well not even try

Simple change that can lead to big resultsThere is an extension for almost everyone

What Should I Do Next?

Mobile Search is Not Rocket Science

• Ultimately, you know your business better than anyone else, and know what is best for your bottom line

• All you need to do is adapt your business needs, to the consumer mindset of what creates confidence and a positive experience when using their phones for search

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The Take Away

The EndQuestion? Email: [email protected]

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Move The Needle

www.onlinemarketinginstitute.org

Thank You

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