dominating mobile ppc: 3 tips to 3x your conversions - smx east

#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, Massachusetts

MEET ERIN


I’m a nomad!


Fun Fact! I moonlight as a bartender!


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


IT’S EASY TO BELIEVE WHAT YOU WANT TO


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

measuring offline/cross-device conversions?


Most of us are playing a mobile guessing game.


SOLUTION #1: CUT YOUR LOSSES; NIX YOUR NON-CONVERTERS


LET’S DO MATH!

Viewed Mobile Ads

Visited Landing PageCaptured Lead

$ CLOSED DEAL! $

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 mobile

presence altogether using -100% mobile 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?

9seconds

8seconds

A GOLDFISH MY BOSS, LARRY


LARRY’S PHONE IS A MINEFIELDIn 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


PHONE CALLS = HOT LEADS

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


CALL ONLY CAMPAIGNS*Pro-tip:

Bypass your mobile landing

pages altogether!


NEW! MOBILE AD FORMATS


FIND A HOTEL ROOM!


GET A CREDIT CARD!


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 TESTWatch Squareweave’s here:

bit.ly/1fKSAc0


SO GUYS, LET’S GET DRUNK


AND ORDER A PIZZA


THE USER IS DRUNK – DOMINO’S TEST1. Your attention to detail is…

impaired2. Your vision isn’t quite

20/203. You’re more apt to give up4. 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.


Cut your losses - 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, CAMARCH 1-3, 2016