Dominating Mobile PPC: 3 Tips To 3x Your Conversions By Erin Sagin

#SMX #25c @erinsagin

By Erin Sagin (with the help of Data Scientist, Mark Irvine)

DOMINATING MOBILE PPC: 3 TIPS TO 3X YOUR CONVERSIONS


§  PPC Evangelist & Community Manager at WordStream

§  Has specialized in Paid Search for 4 Years

§  “From” Boston, MA

§  Fun Fact: I moonlight as a waitress and bartender at a restaurant in downtown Boston

MEET ERIN


Brace yourselves.


HEY GUYS – 2015 is the year of mobile!


The problem is, most of us suck at it.


Mobile Conversion Rates

are CONSISTENTLY lower than their desktop/tablet counterparts!



ERIN’S TOP 3 TIPS FOR MOBILE PPC DOMINATION


MOBILE PROBLEM #1: YOU’RE USING A ONE-SIZE FITS ALL STRATEGY




Mobile is a different playing field.


SEARCH IMPRESSION SHARE, BY DEVICE

It’s twice as hard to get your ad on the mobile SERP.

Wordstream Study across 1,200 SMB accounts.


§  Mobile ads are less likely to be shown even in position 1

§  Below position 2, forget about it

§  No accounts had mobile position below 4

MOBILE COMPETITION IS FIERCE

Mobile ad real estate is limited


MOBILE CPCS ARE ON THE RISE Mobile CPCs have

increased 150% since 2012…Desktop CPCs

have increased by 50%


Are you playing a mobile guessing game?


OK, BE HONEST § Who DOESN’T feel 100% confident

measuring offline/cross-device conversions?


IT’S EASY TO BELIEVE WHAT YOU WANT TO


SOLUTION #1: NIX YOUR NON-CONVERTERS


LET’S DO MATH!

Viewed Mobile Ads

Visited Landing Page Captured Lead

Conversion Rate = (Captured Leads / Website Visitors) x 100%

Cut out pricey, useless

impressions/clicks!


UNDERSTAND WHAT’S WORKING


HIGH PURCHASE INTENT KEYWORDS

Color!

Style! Brand!

Size!

I have my wallet

out!

Emergency !


HOW TO PRIORITIZE THESE KEYWORDS

§  High-Intent Terms §  Organize in separate campaigns §  Assign specific budgets/CPA goals §  Use higher bid modifiers

§  Low-Intent Terms §  Reduce bids or eliminate altogether

using -100% bid modifier


AND NOW YOU HAVE EXTRA CA$H!


Adjust bids for informational

keywords

Invest in other tactics with higher

conversion rates

Pizza!


MOBILE PROBLEM #2: SEARCHERS LOSE FOCUS QUICKLY



WHO HAS A LONGER ATTENTION SPAN?

9 seconds

8 seconds

A GOLDFISH MY BOSS, LARRY


LARRY’S PHONE IS A MINEFIELD In the time in took me to search for a local pizza joint, Larry’s phone got: §  4 Twitter notifications §  2 LinkedIn notifications §  6 emails §  1 Facetime call §  1 re-engagement notification

(from WordStream’s BRAND NEW App)


NOW ADD IN EXTERNAL FACTORS


How the heck has Larry ever completed a purchase on his iPhone?!


SOLUTION #2: ENGAGE SEARCHERS DIRECTLY FROM THE SERP


Use unique ad copy to encourage the searcher to take an action.


SPEAK TO A MOBILE AUDIENCE §  Keep language

short & sweet §  Common themes

of the best mobile preferred ad copy included “Mobile” or “Phone” specific language


UTILIZE AD EXTENSIONS


APP EXTENSIONS


CALL EXTENSIONS


CALL ONLY CAMPAIGNS *Pro-tip:

Bypass your mobile landing

pages altogether!


PHONE CALLS = HOT LEADS

Calls worth 3x more than clicks to the landing page!



NEW! MOBILE AD FORMATS


FIND A HOTEL ROOM!


GET A CREDIT CARD!


BUY A CAR!




Let’s take a glimpse into the future.


THE BUY BUTTON


MOBILE PROBLEM #3: YOUR LANDING PAGES SUCK



WE BUILT THESE CRAPPY LANDING PAGES ON PURPOSE?!?!


BECAUSE MOBILE IS SLOW


BECAUSE MOBILE SCREENS ARE SMALL


BECAUSE PEOPLE ARE DUMB


% WHO SWITCHED TO FULL SITE


CONVERSION RATES: MOBILE SITE VS. FULL SITE ON MOBILE


SOLUTION #3: SHAKE UP YOUR MOBILE LANDING PAGES


THERE’S NO RECIPE FOR THE PERFECT MOBILE LANDING PAGE


E-COMMERCE: ASOS


LONG SALES CYCLE: BLINDS.COM


LEAD GEN: GRUBER LAW


Test, test, test!


THE USER IS DRUNK TEST Watch Squareweave’s here:

bit.ly/1fKSAc0


SO GUYS, LET’S GET DRUNK


AND ORDER A PIZZA


THE USER IS DRUNK – DOMINO’S TEST 1.  Your attention to detail is…

impaired 2.  Your vision isn’t quite

20/20 3.  You’re more apt to give up 4.  You’re drunk, not dumb

Verdict: Domino’s has done a pretty good job…but I’d still rather just text an emoji

Ugh, another barrier. This does not feel seamless.

Dom didn’t deny me my options!


NOT ALL PHONES ARE CREATED EQUAL


Moral of the story? Get your friends drunk and break out your mobile landing pages.


§ Nix your non-converters § Engage your searcher from directly within

the SERP § Revamp your mobile landing pages

ERIN’S TIPS FOR MOBILE PPC DOMINATION


THANK YOU!

SEE YOU @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016