The Greatest & Most Complete Intro to Mobile PPC EVER! [Webinar]

CONFIDENTIAL – DO NOT DISTRIBUTE 1

The Greatest & Most Complete Intro to Mobile

PPC EVER!

Brought to you by:

www.wordstream.com/learn

Larry Kim

Founder & CTO of WordStream

Jaclyn Jordan

Paid Search Specialist at WordStream


Go straight to the front of the class

with WordStream's PPC University.

You'll learn how to master pay-per-

click advertising and Google

AdWords in three guided courses,

from PPC 101 to Advanced PPC,

plus webinars, white papers, and

free tools to help you along the way.

Want to get smart in PPC?

www.wordstream.com/learn

PPC University

#wordstream


Include the hashtag

#wordstream

Take Part In Live Blogging

#wordstream

Today’s Agenda

• User Context in Mobile

Search

• SEM Metric Comparison

Across Devices

• 3 Mobile Metrics that Matter

• How to Compete on Mobile

(without busting the bank)

#wordstream

Larry Kim

• Founder & CTO of WordStream

• Leader of the Quality Score Rebellion!

• Just Had First Kid 7 weeks ago (#ppckid)

@larrykim

Meet Your Experts…

#wordstream

Jaclyn Jordan

• Paid Search Strategist, WordStream, Inc.

• Experience managing 200+ accounts across 25+ industries

• Began PPC career in Germany

• Enjoy Nerf wars

@jjordanWS

Meet Your Experts…


Search Marketing software company

founded in 2007 located in Boston, MA

#184 fastest growing private company in

the US

Winner of best Customer Engagement

Driver Award from MITX in 2012

Leading provider of:

o PPC Advisor (PPC Management

Platform)

o The Free AdWords Performance Grader

o The Free AdWords Landing Page

Grader

o Expert PPC Management Services

About WordStream

Let’s learn a little about you….

#wordstream

Poll Question #1: Mobile Search Perceptions

What’s Your Opinion of the Value of Mobile Search

for your Business?

• Mobile search is worth less for me

• Mobile search is worth more for me

• No idea / No Opinion

#wordstream #wordstream

Poll Question #2: Mobile Search Readiness

Do You Have a Mobile Search Strategy?

• Yes! I have mobile specific ads, a mobile bid

strategy, mobile landing pages, call tracking, etc.

• No! I have nothing set up yet

• Somewhere in between

CONFIDENTIAL – DO NOT DISTRIBUTE 10 #wordstream

Obligatory “Mobile Is Important” Slide


User Context In Search: Location, Device, Time

User 1 User 2

Location At Home On the Go Time 1PM 2AM Device Desktop Mobile Intent of Search? Probably

looking to change the locks on the house.

Probably locked out of his house and needs help now.


Why Mobile Rules!

Calls to Businesses worth on Average 3x More

Than Clicks to Websites!!

4. Captured

Lead

2. Calls

Business

2. Clicks On Ad

Desktop Search Conversion Funnel

3% Avg.

Conversion

Rate

Mobile Conversion Funnel

1. Sees Ad 1. Sees Ad

3. Visits Website

Landing Page 3. Lead

Captured!!


What Metrics Matter in Mobile PPC??


CTR

*Pulled from over 1,200 cross-industry accounts

All Devices: Ad Rank and CTR

y = -0.023ln(x) + 0.0529 R² = 0.162

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

10.00%

1 2 3 4 5 6 7 8

Sear

ch C

TR

Ad Position

Expected CTR


Higher Positions =

Higher CTRs

All Devices: Ad Rank and CTR


Ad Rank and CTR: Device Comparison

DESKTOP TABLET

MOBILE


Segmented Devices: Ad Rank and CTR


0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

10.00%

1 2 3 4 5 6 7 8 9

Sear

ch C

TR

Ad Position

Expected CTR, by device

Desktop

Mobile

Tablet

Log. (Desktop)

Log. (Mobile)

Log. (Tablet)

Mobile CTR drops

off 45% from

Position 1 to 2


Segmented Devices: Ad Rank and CTR

Mobile CTR drops off 45% faster than desktop or tablet!

Outside of Position 1, Mobile CTR =

Much Lower Positions on Desktop


QUALITY SCORE

Segmented Devices: Quality Score

Segmented by Device:



Impression

weighted QS

Share of clicks on mobile devices

*Data from over $9 Billion in Graded Spend

Do more mobile clicks mean lower quality scores?

#wordstream


Nothing to suggest that mobile plays into

Quality Score either way.

NOPE!

AWESOME


CPC

Segmented Devices: CPC

Data is from 406 USD clients consistently advertising on mobile since 1/1/12

Mobile

CPCs have

increased

150% since

2012.

Enhanced

Campaigns

Desktop

CPCs have

increased

50%

#wordstream

IMPRESSION

SHARE

Segmented Devices: Impression Share


0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

1 2 3 4 5 6 7 8 9

Sear

ch Im

pre

ssio

n S

har

e

Ad Position

Search Impression share, by device

Desktop

Mobile

Tablet

Linear (Desktop)

Linear (Mobile)

Linear (Tablet)

Much less likely to

show on mobile vs.

desktop



• Mobile Ads are much less

likely to be shown, even in

position 1.

• Below position 2, forget it.

• No accounts had mobile

position below 4.3.



Mobile impression share penalty is more

dramatic than it’s desktop counterparts.

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

1 2 3 4 5 6 7 8 9

Sear

ch Im

pre

ssio

n S

har

e lo

st t

o R

ank

Ad Position

Search Impression Share lost to Rank, by device

Desktop

Mobile

Tablet

Linear (Desktop)

Linear (Mobile)

Linear (Tablet)


So, what ARE the Mobile

Metrics that Matter?

Mobile Metrics that Matter

CTR CPC Impression Share

Mobile CTR drops off 50%

faster than desktop or

tablet.

Search CPCs have been rising

dramatically for mobile over

the past 12 months

Mobile impression share

penalty is more dramatic

than it’s desktop

counterparts.

1 2 3


What do we do about it?

Improve Mobile CTR

Speak to a mobile audience

• Cater to an audience on-

the-run

• Keep language short &

sweet

• Make it easy to interact

with your ad


Improve Mobile CTR

Present a mobile CTA

• Make sure your offer is possible

on a mobile device

• Avoid offering whitepaper

downloads or demo/trial

downloads

• Give option to call in and ask

questions


Improve Mobile CTR

Use all available extensions

Location

Call

Sitelinks


Improve Mobile CTR

Ecommerce: Google

Shopping or bust!


Budget for Increased Mobile CPCs

• Revisit search/mobile budget strategy

• Don’t be afraid to raise mobile bids

Device Search Clicks

Search CPC

Desktop 139 $0.30

Mobile 2,322 $0.12

Tablet 17 $0.35

CASE STUDY: A client targeting a mobile audience decided to

pivot more spend to the platform on certain campaigns. All of

these campaigns actually use a +300% MBA. Even with bids 3x

that of desktop, their actual mobile CPC is still considerably

cheaper than is on desktop:


Do I Need a Mobile Website?

CONFIDENTIAL – DO NOT DISTRIBUTE 39 #wordstream

Let’s recap

Bring it all together

1. Speak to mobile audience

2. Present a mobile CTA

3. Use all mobile extensions

4. Ecommerce: Have presence on Google Shopping

5. Make sure you have appropriate bid adjustments in place

6. Don’t be afraid to raise mobile bids

7. Don’t let lack of a mobile website hold you back


Grade Your Quality Score with The AdWords Grader!

• A free, instant PPC audit in under a minute!

• Grades your AdWords account performance based on the 8 PPC metrics that really matter

• Compares how you’re doing against other accounts of similar size (monthly spend)

www.wordstream.com/google-adwords

Larry Kim (@larrykim) #wordstream

http://www.wordstream.com/google-adwords

• We find all the low hanging

fruit in your account

• You just review / approve the

findings.

• Quick. Easy. Powerful.

• 20 Minutes a Week can

improve your ROI on

AdWords by 20% or more!™

WordStream’s

20 Minute PPC Work Week

www.wordstream.com/ppc-free-trial


Leads & Landing Page Management Software


@larrykim #wordstream

New!! Call Tracking Software


@larrykim #wordstream

New!! Call Tracking Software



Special Offers! Would you like…

a) A FREE live demo of WordStream PPC Advisor

including Call Tracking

b) Get a 1-on-1 AdWords Grader walk-through with a

PPC expert

c) Nothing at the moment


Your Questions

Thank you for attending

WordStream’s webinar!

Benchmark your AdWords account today!

http://www.wordstream.com/google-adwords

Or contact us directly:

Larry Kim

[email protected]

http://twitter.com/larrykim


mailto:[email protected]

http://twitter.com/larrykim