best practices for mobile ad copy by nick lindauer

Best Practices for Mobile Ad Copy

What SEMs Should Be Doing with Mobile Insights into the mobile ad user and what marketers need to ensure they are doing to appeal to those users on mobile devices. Insights and case studies on mobile ad copy testing and landing page performance. Additional insights into what marketers can do in the mobile marketing space without a mobile website and/or a responsive website design

Introduction

•  Agenda –  Who Am I? –  Importance of Mobile Ads –  What You Should Be Testing

•  List •  Examples •  Extensions

Nick Lindauer

Source: Google - The New Multi-screen World: Understanding Cross-Platform Consumer Behavior

MOBILE ADS DESKTOP ADS

Mobile Search Growth

COPYRIGHT CERTIFIED KNOWLEDGE 2014 6

•  By December 2015, mobile devices will account for 50% of all paid-search clicks (spending surpasses in 2017)

•  Average CTR is 3.7% (vs. 2.7 and 2.5 for tablets and desktops)

Source: Marin Software, eMarketer (for mobile spend estimate)

Quality Score by Device

Mobile Ad Creation

What Should You Test?

Never stop testing, and your advertising will never stop improving.

~ David Ogilvy

What to Test

Things to Test Now 1. Landing Pages 2. Display URLs 3. CTAs 4. Ad Copy/Message Intent 5. Sitelinks 6. Extensions 7. Ad Rotation 8. Day Parting

Mobile Landing Pages

Source: Tecture

Display URLS


Ad Desktop CTR

Mobile CTR

Desktop CR

Mobile CR

Winner

<headline> <same description 1> <same description 2> Test.com/Widgets

1.27% 1.70% 2.52% 0.87% DESKTOP

<same headline> <same description 1> <same description 2> Widgets.Test.com/Mobile

N/A 9.45% N/A 1.56%

<same headline> <same description 1> <same description 2> M.Test.com/Widgets

N/A 8.75% N/A 1.63%

<same headline> <same description 1> <same description 2> Test.com/Mobile

N/A 11.75% N/A 3.26% MOBILE

<same headline> <same description 1> <same description 2> Test.com/iPhone

N/A 12.23% N/A 2.51%

81 percent of conversions (defined as store visits, calls or purchases) triggered by mobile search occur within five hours

Google – Creating Moments That Matter

CTAs

Ad Desktop CTR

Mobile CTR

Desktop CR Mobile CR

Winner

Texas Maritime Lawyer <same description 1> Call Us for a Free Case Review!

4.3% 13.6% 4.2% 7.1% MOBILE

Texas Maritime Lawyer <same description 1> Phone Us for a Free Case Review!

2.5% 11% 3.65% 4.3%

Texas Maritime Lawyer <same description 1> Ring Us for a Free Case Review!

3.25% 9.75% 4.3% 5.3%

Texas Maritime Lawyer <same description 1> Contact Us for a Free Case Review!

7.8% 3.2% 6.8% 5.3% DESKTOP

Including a city name in mobile ads increases click-through rates as much as 200 percent

Source: MediaPost

Message Intent


@bgTheory

Ad Desktop CTR

Mobile CTR

Desktop CR Mobile CR

Winner

<headline> <same description 1> Buy <var> Now!

3.8% 1.1% 1.36% 0.98% DESKTOP

<same headline> <same description 1> Find the Location Near You!

3.5% 8.7% 1.25% 6.25% MOBILE

Why Consumers Use Mobile Devices (for purchase or purchase consideration): •  Impulse buying (As seen on TV) •  Influenced buying (Research – Instagram to Search, to Purchase) •  Assisted buying moments (Purchase 1 leads to Purchase 2) •  Assisted Sales – Mobile to In Store (location)

77 percent of mobile searches occur at home or work—even if a PC is nearby and readily available

Source: Search Engine Land

Ad Extensions

“By eliminating the second line of ad text, we give businesses another point of engagement with customers in their ads - in this case, it's the additional location extension," - Senthil Hariramasamy, product manager at AdWords

Starting October 15, Google says ad extensions may be displayed instead of the second line of ad text on its mobile search ads and the second description line may or may not show, depending on how well it is expected to perform.

Mobile Sitelinks & Extensions

Location Extensions Click to Call Sitelinks

40 percent of mobile searches happen between 6pm and 12pm

Source: MarketingPilgrim

Ad Rotation & Day Parting

Smartphone use most often occurs during travel (72%) in restaurants (64%) and in stores (63%) Tablet use most often occurs in the living room (88%) or bedroom (79%) compared to at work (24%)

Source: Vocus

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Nick Lindauer

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Forthea.com

@nlindauer