mobile ppc: not just a sidekick

Mobile PPC: Not Just a Sidekick

Why you should be doing mobile PPC,

how to do it, and how not to screw it up.

contact: [email protected]

@robert_brady #HeroConf

mailto:[email protected]

• About Me

– Managing PPC accounts since 2005

– Google AdWords Certified Partner

– Microsoft Accredited Professional

– Director of PPC & Conversion at Trafficado


How PPC-ers see themselves


We’ve come a long way…


…and so have our vehicles.


Where mobile PPC is now.


How Much Volume Does Mobile PPC Really Have?


• Client

– Visitors’ bureau for large US city

• Question

– Is there search volume on mobile devices we aren’t capturing?

• Goal

– Increase traffic (Google Grants account)

• Constraint

– $1.00 maximum CPC bid

Case Study


• Strategy

– Find ad groups with avg. CPC under $1.00 in campaigns targeting desktops & tablets

– Clone ad groups into a new campaign targeting only mobile devices

– Emphasize free visitor’s guide (available as PDF, app or online) in ad copy

Case Study


Desktop & Tablet Mobile % Difference

Clicks

6,501 1,068 +16.4%

Impressions

280,844 74,830 +26.6%

CTR

2.31% 1.43% -38.1%

Avg. CPC

$0.72 $0.66 -8.3%

Avg. position

3.03 1.55 +49%

Case Study


• Action Items

– Find top performing campaigns/ad groups

– Clone & target to mobile search only

• What differences should you consider?


What’s Different About Mobile PPC?


• More mobile search on holidays


• New Years terms

– Slow buildup, peaks Dec. 31, immediate drop-off


• Valentine’s Day terms

– Slow buildup, peaks Feb. 14, immediate drop-off


• More mobile search on weekends


Desktop – Day of Week Mobile – Day of Week

LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3



• More mobile search in the evening


Desktop – Time of Day Mobile – Time of Day

LiveBlog:Google Unveils Voice Search http://selnd.com/j7WpE3



• More mobile search in the evening

• Less ad real estate


“Above the fold” Bottom of the page


• Action Items

– Create ad groups for holidays/events

– Target off-peak times (ie evenings & weekends)

– Target avg. position 1-2 to ensure visibility

– Extended headlines are rare on mobile

• How should your ad copy change?


Do Mobile Users Respond Differently to Ad Copy?


• Version A

• Version B

• Your vote?

Restaurant Ad Copy • Keywords

– [city] restaurant

– [city] restaurants

• No specific restaurant names


Mobile CTR Desktop CTR

Version A 1.27% 0.73%

Version B 1.22% 0.28%

Winner Inconclusive Version A

Restaurant Ad Copy


• Version A

• Version B

• Your vote?

Museum Ad Copy • Keywords

– [city] museum

– [city] museums

• No specific museum names


Mobile CTR Desktop CTR

Version A 5.35% 5.99%

Version B 4.62% 8.85%

Winner Version A Version B

Museum Ad Copy


• Action Items

– Your best desktop ads may be crappy mobile ads

– Give them what they want. Right now!

– Bigger may be better on desktop (“150+ local restaurants”), but smaller is better for mobile (screen sizes, time & attention)

– “Free” still resonates


• Takeaways

– Mobile could get you 16% more clicks

– Traditionally “poor” PPC time slots (weekends, evenings & holidays) represent big opportunities

– Your best ad copy may fail miserably on mobile

– Mobile PPC won’t be the sidekick for long


The Future of Mobile PPC


Email: [email protected]

LinkedIn: www.linkedin.com/in/robertallenbrady

Twitter: @robert_brady

Blog: www.righteousmarketing.com

Thank You


mobile ppc: not just a sidekick

Business