Mobile SEM in a multi screen world

The Emerging Trend of Mobile usage

Benefits of mobile SEM

Metrics that matter on mobile

Optimizing Mobile PPC

Optimizing Landing Page Experience

OVERVIEW

3

Meet Swati

• 26. Single. • Account Executive at Agency XYZ in

Mumbai. • Daily Commuter from Borivli to Vashi • Uses her 2 hour+ commute:

• Chatting with friends on FB (uses iPhone 4S).

• Catching up on news from the ad world (uses iPad2).

• Searching for work related information. (iPad2).

• Browsing through fashion trends – Pinterest. (iPad2/iPhone 4S).

• Shopping online. (iPhone 4S).

4

Swati’s Mom celebrates her 50th birthday on March 23.

Swati wants to gift her a pendant.

5

64%

25%

11%

0%

% time spent (search and buy)

PC iPad2 iPhone

Swati’s multi-device search and buy process

Mobile is catching on big time…..!!

An exclusive mobile strategy has become imperative….

Benefits of Mobile SEM

1. • Highly Targeted

• Eg. Hotels can target users within 2 km radius

2.

• Lower Cost

• Compared with desktop cost per click, the CPC for the same keyword on mobile tends to be lower

3. • Higher Response Rate

• Mobile is a highly personal device

70% of mobile searchers have used the call button to

connect with businesses from the search results page.

Google // Nielson // Microsoft // Forrester // BIA/Kelsey // US Contact Center

It’s changing how users interact with search results.

67% of consumers start shopping on one device and

continue on another.

61% of mobile searchers say the call is the most important

step in the purchase process.

73 billion calls will be driven by mobile search in 2018.

Source: BIA Kelsey, “Phone Calls: The New Currency of the Smartphone Era”

What Metrics Matter in Mobile PPC?

CTR

• Mobile CTR

drops off 45%

faster than

desktop or

tablet!

Ad Rank and CTR Segmented by Device

Mobile Ad Position

Has Similar CTR as Ad In Desktop Position

1 1

2 3

3 4

4 6

CPC

Do Mobile Clicks Cost More?

Mobile CPCs have

increased 150% since

2012.

Enhanced Campaigns

Desktop CPCs have

increased 50%

IMPRESSION

SHARE

Mobile Impression Share

• Mobile Ads are much less likely to be shown, even in position 1.

• Below position 2, forget it.

• No accounts had mobile position below 4.3.

Mobile Metrics that Matter

CTR CPC Impression

Share

Mobile CTR

drops off 50%

faster than

desktop or

tablet.

Search CPCs

have been

rising

dramatically for

mobile since

2012.

Mobile

impression

share penalty is

more dramatic

than it’s

desktop

counterparts.

1 2 3

What Do We

Do About It?

Improve Mobile CTR

Speak to a mobile audience

1

• Cater to an audience on-the-run

2

• Keep language short & sweet

3

• Make it easy to interact with your ad

Present a mobile CTA

1 • Make sure your offer is possible on

a mobile device

2 • Avoid offering whitepaper

downloads or demo/trial downloads

3 • Give option to call in and ask

questions

Use all available extensions

Location

Call

Sitelinks

Budget for Mobile CPCs

• Revisit search/mobile budget strategy • Don’t be afraid to raise mobile bids

Device Search Clicks

Search CPC

Desktop 139 $0.30

Mobile 2,322 $0.12

Tablet 17 $0.35

CASE STUDY: A client

targeting a mobile audience

decided to pivot more spend

to the platform on certain

campaigns. All of these

campaigns actually use a

+300% MBA. Even with bids

3x that of desktop, their

actual mobile CPC is still

considerably cheaper than is

on desktop:

Mobile Search Checklist

• Speak to mobile audience

• Present a mobile Call To Action

• Use all mobile extensions

• Have appropriate bid adjustments

• Don’t be afraid to raise mobile bids

After the click……

After the Click: Landing on Your Site

• Mobile Landing Page

– Mobile Form

• Email Sign Up/ Opt In

• SMS Sign Up/ Opt In

• Contact Form

– Mobile Coupon

– Click to Call

– Click to Download

Don’t have a mobile website?

• Driving Traffic to an Application

– Segment by Carrier and Handset

– App Downloads are Much Higher on Weekends

• Driving Traffic to Google Places

– Geo Target for Multiple Locations

– No Need for a Website

– Phone Numbers will be Enabled

– Have a Good Google Places Page

After the Click: Landing Elsewhere

THANK YOU!

Connect with me for AdWords consulting Email : anveshaposwalia@gmail.com LinkedIn : in.linkedin.com/pub/anvesha-poswalia/22/748/409/en