your ppc mobile action plan in 10 steps

YOUR MOBILE

ACTION PLAN

IN 10 STEPS

@joekerschbaum

MOBILE SECRET SAUCE?

@joekerschbaum

PAIN PROGRESSION

TELL GOOGLE

YOUR AD PREFERENCES

@joekerschbaum

MOBILE ADS = DO THEM NOW!

“Mobile-optimized text ads and extensions will be given preference on mobile devices.”

TIP: Avoid truncation. Mobile ads should be shorter. Aim under 60 characters.

@joekerschbaum

NOT YOUR MOMMA’S SITE LINKS

@joekerschbaum

CHECK THAT BOX, YO!

Task: Use Mobile Preferred Ads &

Site Links

Step 1

Step 2

TIP: Mobile sitelinks should be shorter. Aim for 15-17 characters in length.

MOBILE DEVICES

ARE ACTUALLY

PHONES –

REMEMBER?

@joekerschbaum

GUESS WHO I ’M CALLING?

@joekerschbaum

TWO CLICKS AND YOU’RE DONE

• Charged the same as for a standard click on the ad.

• Clickable on devices that allow a user to click and call

• Utilizes Google call-forwarding for tracking

• Count calls as conversions when they last longer than 60 seconds

@joekerschbaum

TRACK THOSE CALL CONVERSIONS

Step 1

Step 2

Task: Utilize Call Extensions

GET PURPOSEFUL

WITH THOSE MOBILE BIDS

@joekerschbaum

WHAT’S GOING ON HERE?

Task: Determine a Mobile Bidding

Strategy

MODIFIERS MODIFYING

EACH OTHER

ALL OVER THE PLACE

@joekerschbaum

@joekerschbaum

PLAY NICE, FOLKS

Mobile Modifier

Geographic Modifier

Ad Scheduling

Bid RulesKeyword

Bid

@joekerschbaum

ACTIVE BID ADJUSTMENTS

Task: Review All Bid Modifiers

IMPROVE MOBILE & GDN:

DON’T CROSS THE STREAMS

@joekerschbaum

MOBILE + DISPLAY = SADNESS

@joekerschbaum

MOBILE IS THE LITTLE GUY HERE

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

Computers Mobile devices with full browsers Tablets with full browsers

Conv Rate

Conv Rate

@joekerschbaum

CRAFT YOUR STRUCTURESe

arch

PCs

Tablets

Mobile Devices

Dis

pla

y

PCs

Tablets

@joekerschbaum

ADJUST MOBILE BID MODIFIER

Task: Exclude Mobile Devices from GDN

Dis

pla

y

PCs

Tablets

SORRY, GOOGLE –

TABLETS ARE STILL MOBILE

@joekerschbaum

TABLETS ARE MOBILE DEVICES

@joekerschbaum

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

10.0%

Computers Tablets with full browsers

Conv Rate

Conv Rate

BETTER THAN MOBILE ISN’T GOOD

@joekerschbaum

KILL THOSE CATEGORIES

Step 1

Step 2

Step 3

@joekerschbaum

KILL THOSE APPS

Step 1

Step 2

Step 3

Task: Exclude Mobile Apps

from GDN

CONVERSION OPTIMIZER

MAY NEGLECT MOBILE

@joekerschbaum

ALL YOUR EFFORT = FAIL

BangHeadHere

@joekerschbaum

CONVERSION OPTIMIZER ADJUSTMENT

Step 1

Step 2

@joekerschbaum

ONE CLICK – AND BOOM!

0.0

100.0

200.0

300.0

400.0

500.0

600.0

700.0

800.0

900.0

1000.0

100000.0

150000.0

200000.0

250000.0

300000.0

350000.0

400000.0

Impressions

Clicks

20.0

30.0

40.0

50.0

60.0

70.0

80.0

1/2

2/2

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4

1/2

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4

2/1

/20

14

2/3

/20

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2/5

/20

14

2/7

/20

14

2/9

/20

14

2/1

1/2

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4

2/1

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2/1

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4

2/1

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4

2/2

1/2

01

4

2/2

3/2

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4

2/2

5/2

01

4

Conversions

Conversions

Task: Use Accelerated Ad Delivery with

Conversion Optimizer

NOT JUST RESPONSIVE DESIGN:

RESPONSIVE EXPERIENCE.

@joekerschbaum

FRACTURED USER FOCUS

@joekerschbaum

BAD TO GOOD

@joekerschbaum

OPTIMIZE FOR DESIGN AND CONTENT

@joekerschbaum

SOME BEST PRACTICES ARE BEST

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

Mobile Test - New Mobile Test - Old

Conversation Rate

CVR

Task: Optimize Your Web Experience for Design AND User Intent

GREAT!

YOU HAVE MOBILE LEADS.

ARE THEY ANY GOOD?

@joekerschbaum

NOT ALL LEADS ARE EQUAL

0%

10%

20%

30%

40%

50%

60%

Laptops / PC Mobile Devices

Qualified Leads

Qualified Leads

Task: Monitor Mobile Lead Quality Closely

THE FUTURE IS NOW…

OR MAYBE LATER

@joekerschbaum

PEOPLE ARE ADDICTED TO SCREENS

@joekerschbaum

WHAT TO KNOW NOW

• 6 in 10 online adults in the US and UK use at least 2 devices every day

• 76% use their smartphone “on the go”

• 60% of multi-device users transition to larger screens to finish tasks

• 22% finished on a tablet and 58% on a laptop

@joekerschbaum

WORKING ON ESTIMATES FOR NOW

Estimated Total Conversions

• Counted when a customer clicks an ad on one device, then converts on another device.

• Includes: cross-device, many-per-click, and phone call conversions.

Task: Start Thinking about Cross-Device Behavior

YOUR MOBILE ACTION PLAN!

bit.ly/Mobile-Action-Plan

Joseph Kerschbaum

Midwest Account Director

3Q Digital

joseph@3qdigital.com

Twitter: @joekerschbaum

THANK

YOU!

bit.ly/Mobile-Action-Plan