how to handle the mobile influx for ppc this holiday season
DESCRIPTION
Leverage mobile shopping variables to increase customer acquisition and conversions. In this webinar, we team up with mobile commerce expert Keith Lietzke from Unbound Commerce to deliver mobile customer acquisition and conversion strategies for retailers. Topics Discussed Include: Mobile Acquisition Strategy on AdWords Geofencing by Device Adding Mobile-Specific Extensions 3 Best Practices for Mobile CRO 3 Worst Practices for Mobile CRO Demystifying “Responsive” DesignTRANSCRIPT
How to Handle the Mobile Influx this Holiday Season
Mobile Customer Acquisition & Conversion Strategies for Retailers
Lewis Brannon CPC Strategy
Keith Leitzke Unbound Commerce
Growing Mobile Addiction
www.CPCStrategy.com | (619) 677-2453 | [email protected]
1/3 of cell internet users (34%) go online mostly using their phones, and not using some other device
such as a desktop or laptop computer. (1/3 of cell internet users) [Ref: Pew Research]
62% of men and 44% of women have purchased something online within the last 30 days after
researching on a table or phone [CPC Study]
28% of men and 22% of women ditch checkouts on mobile phones due to sites not being optimized
The Trouble with Mobile…
Hard to attribute success
Doesn’t convert as well
Ties in to the Local narrative
Mobile adoption is only growing
Mobile and Ecommerce
www.CPCStrategy.com | (619) 677-2453 | [email protected]
More than $35 million a year in managed ad
spend
Founded in 2007
Over +250 active clients
Top 50 fastest growing companies in San Diego
Official Google Shopping Partner
Services Include
Retail-focused Paid Search (PPC)
Google Shopping Management
Amazon Sales Acceleration
Product Feed Management
Visit CPCStrategy.com
We Turn Browsers Into Buyers
Webinar Housekeeping
Stay Tuned For Webinar Recording Email
Q&A Following The Presentation
Submit Questions In The Chat Box To The Right
Logistics
Keith LietzkeVP of Marketing Unbound Commerce
Speakers
Lewis BrannonPaid Search StrategistCPC Strategy
www.CPCStrategy.com | (619) 677-2453 | [email protected]
What We’ll Cover
What We’ll Cover Mobile Campaign Type & Goals
Mobile Bidding – Establish a Baseline
Insider Tips to Boost Performance
Local Targeting Tips
Measuring Mobile Success
Key Takeaways
What We’ll Cover
CPC Strategy Speaker
Lewis BrannonPaid Search Strategist | CPC Strategy
5 Years SEM
Senior Retail Search Manager
Managed in-house SEM for top 10 travel company
Has managed dozens of accounts across verticals ranging from travel sales, lead-gen, and retail
AdWords & BingAds certified professional
Avid Auburn Tigers fan
www.linkedin.com/in/lewbrannon
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Mobile Goals & Campaign Type
www.CPCStrategy.com | (619) 677-2453 | [email protected]
What Are Your Mobile Goals? Mobile Traffic Growth & Increased Conversion Volume
Improving Mobile ROI / spend efficiency
Driving foot traffic to a brick & mortar store
Mobile-Only focus & suppression of other devices
Mobile Campaign Type
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Mobile Campaign Type
Campaign Types?
Standard (enhanced) campaign with mobile and location bid modifiers and mobile-preferred ads
Most common for e-commerce retail, can also be effective for local
Workaround campaign with customized bid modifiers to force mobile traffic
Most common for device-specific business models
Locally targeted, mobile-centric campaign focused on driving foot traffic
Option for retailers with separate budgets for local or per-store
Device & Location Bid Modifiers
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Understanding AdWords Enhanced Campaigns Ability to manage different targeting , bidding and ad types in one campaign
Consolidates campaign management
Made for the multi-device world
Advertise to varying user contexts
What We’ll Cover
What We’ll Cover Mobile Campaign Type & Goals
Mobile Bidding – Establish a Baseline
Insider Tips to Boost Performance
Local Targeting Tips
Measuring Mobile Success
Key Takeaways
What We’ll Cover
Mobile Strategy Best Practices
Understand Business Goal And Budget Structure
Establish A Baseline Bid Modifier (Standard Campaigns)
Set A Initial Bid Modifier Commensurate With Mobile Site-wide CVR
Start Conservative, Gain Traction , Then Ramp Up
Use Your Site Analytics Data (Like Google Analytics) As A Starting Point
Mobile Bidding Optimizations
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Find Your Mobile Performance Baseline In G.A.
Get an overall picture
Segment further, by source/medium or even campaign
What We’ll Cover
What We’ll Cover Mobile Campaign Type & Goals
Mobile Bidding – Establish a Baseline
Insider Tips to Boost Performance
Local Targeting Tips
Measuring Mobile Success
Key Takeaways
What We’ll Cover
Boost Performance – Take Advantage of AdWords Features
Mobile-Optimized Text Ads
Will Be Given Preference On Mobile Devices
Write Ad Text That Highlights Mobile-specific Specials Or Deals
Use A Mobile Optimized Display URL (Mobile.Cpcstrategy.Com)
Keep Descriptions Short And Sweet
Make Sure Description Line 1 Flows With The Headline (It’s Always Appended)
www.CPCStrategy.com | (619) 677-2453 | [email protected]
More AdWords Mobile Features
Ad Extensions
Mobile-optimized sitelinks
App extensions
Call extensions
Callout extensions
Review extensions
Extension Tips
Link users to your store-locator page or highlight in-storeDeals with sitelink extensions. Link to the open or download your app Page via App Extensions.
Link Your Locations for Local Advantage
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Google My Business & AdWords Linkage
Import your business location(s) from GMB into AdWords for location
extensions, filter for specific campaigns.
More visibility on the SERP and Maps
Get insights from GMB to inform your PPC targeting strategy
Mobile Display
www.CPCStrategy.com | (619) 677-2453 | [email protected]
AdWords Mobile Display Best Practices
Mobile Ad sizes Use mobile specific ad sizes for the GDN
OS, Manufacturer specific targeting
HTML5 Revolution – Flash Templates can be boring
Per DoubleClick – there are now more consumers using the web in HTML5 compatible
environments than Flash environments.
Utilize Google Web Designer to create custom HTML5 rich media ads
Reach the largest audience possible by doing this and stay unique
What We’ll Cover
What We’ll Cover Mobile Campaign Type & Goals
Mobile Bidding – Establish a Baseline
Insider Tips to Boost Performance
Local Targeting Tips
Measuring Mobile Success
Key Takeaways
What We’ll Cover
Local Targeting – Key Considerations
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Campaign Type – to isolate mobile or not? Mobile-specific budget?
Focus solely on foot-traffic?
Align Campaigns With Store Locations GMB Location Extensions
Segment campaigns by store location
Budget accordingly
Correlate in-store sales reports
Local Google Shopping Inventory If able, send local product feeds
Retailer store-fronts are coming
Omnichannel is real; mobile preparedness helps
What We’ll Cover
What We’ll Cover Mobile Campaign Type & Goals
Mobile Bidding – Establish a Baseline
Insider Tips to Boost Performance
Local Targeting Tips
Measuring Mobile Success
Key Takeaways
What We’ll Cover
Determine Mobile Success Metrics Foot traffic to local store (in-store sales soon an AdWords metric?)
Call Conversions (Use Google Call Forwarding or Call Tracking Platform)
For online conversions, consider all metrics at disposal
Converted Clicks & Conversions don’t always tell whole story
Evaluate Cross-Device & Estimated Total Conversions
Still ambiguous, but retailer are finding value
Based on patterns and estimates
Measuring Success – Key Mobile Metrics
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Per Google:
“9 out of 10 web browsers start in one device and end in another”
Measuring Success – Science Experiment
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Measure Impact Of Mobile Bidding On Bottom Line
Tinker With Mobile Bids
Keep Other Variables Constant
Test Mobile Modifiers On High Profile PPC Campaigns
Measure Impact On Bottom Line
Not During Peak Or Volatile Periods
Find Out If Cross-device Conversions Are Big For Your Biz
What We’ll Cover
What We’ll Cover Mobile Campaign Type & Goals
Mobile Bidding – Establish a Baseline
Insider Tips to Boost Performance
Local Targeting Tips
Measuring Mobile Success
Key Takeaways
What We’ll Cover
Key Takeaways
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Understand How Adwords Enhanced Campaigns Work And What They Are Capable Of
Determine The Campaign Structure That Best Fits Your Business Need
Establish A Reasonable Baseline Bid Through Site-wide Device Analysis; Segment
Take Advantage Of All Mobile-optimized Features In Adwords
Try Your Best To Measure Local Campaign Success; Align With GMB
Prepare For Future Of Google Retail, Get Out In Front
Know The Key Metrics, See The Big Picture
Experiment
Prosper!
CPCStrategy.com
Also, feel free to send your questions after the webinar to [email protected]
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Shoot Over Your Questions
Questions for Lew?
Questions for Keith?
Curious about bid modifications in AdWords?
Wondering if a mobile site makes sense for your business?
CPCStrategy.com
Questions? Shoot Us An Email
Need Help Getting Exposure for Your Brand?
www.CPCStrategy.com | (619) 677-2453 | [email protected]
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