mobile boot camp

Mobile Boot CampTop Tool and Tricks to Survive and Thrive in Today’s Mobile First World

Navah Hopkins

@navahf #CAPECODMARKETING

Navah Hopkins Customer Success Team Lead

@navahfnhopkins@wordstream.comwww.linkedin.com/in/navahhopkinswww.wordstream.com

Meet Your Presenter

Agenda• Mobile Landscape

• Account Structure: Campaigns + Keyword Theory

• Bid Modifiers: Focus the Budget

• Ad Copy: Optimizing Copy For Mobile + Mobile Extensions

• Landing Pages: Path to Conversion + Mobile User Experience

Mobile Landscape

Lay of the Land – We’re in the Mobile Age

50% of all searches expected to come from mobile by 2018

Men & Women 18-29 Have 92% Adoption Rate

Men & Women Over 65 Have 42% Adoption Rate

Regardless of Income Level, At Least 60% Adoption, &Rises to 93% of Consumers Making Over $75K

Long Story Short: Your Customer is on Mobile

40% Of Mobile Searches Have Local Intent (Google Mobile Moments Study)

Average smartphone conversion rates are up 64% compared to the average desktop conversion rates. (CMS Report)

Mobile Market Share

Mobile Search Result Pages (SERPs)

Mobile Desktop

By 2019, mobile advertising will represent 72% of all US digital ad spending. (Marketing Land)

What did we learn• Mobile market share is skyrocketing and not having a mobile plan is

profit suicide

• The SERPs are different between desktop and mobile and our messaging should reflect that.

• All demographics have a sizable mobile market and they convert better than their desktop counterparts.

Account Structure

Budget, Location, & Schedule Set At Campaign Level

• Be sure to select all features

• No Search with Display Select

• Try to only include one region per campaign (timezone, bids, and how people search)

Mobile Specific Campaign

• Schedule for peak mobile hours (think commuting)

• Exclude Desktop traffic to avoid duplicates

• Still try to only include one region per campaign (timezone, bids, and how people search)

Making an Existing Campaign Work By the Data

Schedules for Mobile: Account for Intent

Who Wins?

Conversions May Surprise YouFriday Monday

A Campaign Forced to Accommodate Too Many Initiatives

Will Break…Curse you leg/balance/back/arm day….

Budget For Mobile

• Mobile bids need to be aggressive: aim for position 1-1.5• Lead to conversion rate for

form-fills vs. calls• How many new customers are

you getting now, and where can that number grow to?

Keyword Theory: More Conversational on Mobile

• Where can I find…

• Ok google, where is…

• How much is ___ in…

• Find me a ___ in…

What Did We Learn• While there are industry benchmarks, every account is unique and

will have unique bid adjustments (ideally at the ad group level).

• Different devices have different intents/auction prices, and keyword, scheduling, and budget choices should accommodate that.

• Budget for mobile within an existing campaign unless the bids are too different – then build a mobile exclusive campaign.

Bid Adjustments

Device Bid Adjustments & Negatives Set At Ad Group Level

Reasons to use bid modifiers at the ad group level:

• One ad group seems to do/better or worse on a particular device.

• The intent of the ad group is more/less transactional than the others.

• You do not find traffic from a particular source valuable.

Bid Modifiers: Focus the Budget!

Obvious to cut tablet traffic, but conversion rate on mobile implies there could be a landing page problem!

Tablet Traffic Less Transactional = Save for “Off-Hours”

Nothing like spending the weekend shopping for…

What Do You Do When The Data Tells a Conflicting Story?

Vanity metrics:• Lots of

Impressions• High CTR Low

Clicks & Impressions

• Low CPA with bad conversion tracking Success metrics:

• High CTR High Clicks & Impressions

• Low CPA with corresponding real world customers

Data Can Be Confusing and Conflicting: Mobile Wins On Everything But Conversion Rate

.05% vs. .03% conversion rate

3.10% vs. 4.48% Click Through Rate

$2.58 CPC vs. $2.49 CPC

Landing pages to blame?

What Did We Learn• Bid adjustments can be campaign or ad group specific and should be

used to focus the budget

• Tablet traffic tends to be recreational searchers while smart phone and desktop tend to be transactional searchers

• Use conservative bid adjustments to test ideas, and big ones (50%+) to direct traffic.

Ad Copy: Taking Winning Ad Copy Mobile

Ad Copy: Breaking Down An Ad

What Does The User See

Ad takes up most of the SERP

Keyword-centric engaging copy

What Happens When You Get Too Keyword Centric?

Ad takes up most of the SERP

Don’t Kick A Dead Horse With Your Messaging

Break Down an Ad: Headline

Does the “call” call to action make one better than another?

Expanded Text Ad vs Standard Ad on Mobile

Expanded Text Ads Win!

Bonus: “If” Customizers Can Consolidate Ad Groups/Campaigns

Let’s Give Our Ads A Stretch

Ad Extensions: Crafting copy for Mobile Extensions

Call outs and structured snippets are much more likely to be truncated.

Try to use “call” as often as possible in calls to action

Google my business now dynamically will create extensions: opt out if you don’t want them.

Ad Extensions That Favor Mobile: Message Extensions

Ad Extensions That Favor Mobile: Price Extensions

Click to Call Ads: When Your Landing page Can’t Convert

Phone leads convert better for you.

Landing page isn’t mobile optimized

Sale requires a relationship (website can’t close the deal)@navahf #CAPECODMARKETING

What Did We Learn• Don’t assume your winning ad communicates across every device!

Use real estate to engage the prospect on the device they’re on.

• Ad extensions should enhance the path to conversion, regardless of device.

• Know whether your landing pages are equipped for a mobile user, and if not, use click to call ads!

Landing Pages@navahf #CAPECODMARKETING

Bad Landing Page

Wall of Text

Image Instead of Form

Small Buttons

Bad Mobile “First” Landing Page

Wall of Text

Unclickable Number

Tiny Menu

Google Punishes Bad Pages Because:

• 61% of users are unlikely to return to a mobile site they had trouble accessing

• 40% visit a competitor’s site instead. (MicKinsey & Company)

Good Landing Page

Calls to Action

Calls to action

Big Bold Promotional Copy

What Did We Learn• Make sure your beautiful landing page is mobile responsive and gives

the same beautiful experience

• A good mobile landing page will make contacting you front and center + super easy!

• Walls of text are never a good idea: make sure messaging is to the point and formatted to guide the user to action

Action Item #1: Decide if Mobile Specific Campaigns Are Right For You

Action Item #2: Use bid adjustments to focus your budget

Action Item #3: Check your negative keywords for “conversational” terms

Action Item #4: Audit your ads for mobile creativity and uniqueness of messaging

Action Item #5: Audit your landing pages for mobile user experience

Navah Hopkins Customer Success Team Lead

@navahfnhopkins@wordstream.comwww.linkedin.com/in/navahhopkinswww.wordstream.com

Thank You! Questions?

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