nothing more local than my pocket #pubcon 2016 mobile ppc @w2scott

Confidential, Property of Search Influence, LLC © 2016

THERE'S NOTHING MORE LOCAL THAN MY POCKET Will Scott

CEO & Co-Founder

@w2scott #pubcon

55% WOULD RATHER GIVE UP CAFFEINE FOR A WEEK.

@searchinfluence #pubcon

21% WOULD RATHER GIVE UP SHOES FOR A WEEK.

@w2scott #pubcon

22% WOULD RATHER GIVE UP THEIR TOOTHBRUSH FOR A WEEK.

@w2scott #pubcon

70% WOULD RATHER GIVE UP ALCOHOL FOR A WEEK.


33% WOULD RATHER GIVE UP SEX FOR A WEEK THAN THEIR MOBILE PHONES.

@searchinfluence #pubconhttp://www.dailytech.com/Survey+33+of+Americans+Would+Rather+Give+Up+Sex+for+a+Week+Than+Their+Cell+Phones/article22346.htm

SEARCH INFLUENCEHelping customers successfully market online since 2006.

Search Influence • 90 full and part-time

employees• 120 contract writers• Google AdWords & Analytics

Certified Staff• Google Certified Partner

Reputation• 2011 Inc. 500 honoree• 2013 Inc. Hire Power Winner• Recognized leader in search and social

for local business • Two decades in online media• Best Places to Work, 2014 & 2016

ABOUT


● Helping businesses succeed online since 1994

● Started Search Influence in 2006 with wife and COO Angie Scott

● 10-years in business● 30,000 clients and 47 resellers served● @w2scott

WILL SCOTTABOUT ME

@w2scott #pubcon

HOW MANY TIMES A DAY DOES THE AVERAGE PERSON

CHECK THEIR PHONES?


AMERICANS ARE ON PHONES AND TABLETS 4.7 HOURS A DAY.

@w2scott #pubcon

60% OF ALL SEARCH OCCURS ON MOBILE

@searchinfluence #pubconhttp://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025

@w2scott #pubcon

DETERMINING YOUR MOBILE

FOCUS


@w2scott #pubcon

HOW MUCH OF YOUR TRAFFIC IS MOBILE?

BENCHMARKING IN ANALYTICS


@w2scott #pubcon

HOW MUCH OF YOUR ADWORDS TRAFFIC IS MOBILE?

ADWORDS IMPRESSION SHARE


SETTING TARGET KPIs

@w2scott #pubcon

PAID SEARCH KPI BENCHMARKS

http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks@searchinfluence #pubcon

@w2scott #pubcon

2 WAYS TO CALCULATE TARGET CPL

#1. BASED ON AVG. VALUE PER CUSTOMER, CLOSE RATE & DESIRED ROI

#2. BASED ON CPC & CONVERSION RATE

2 WAYS TO CALCULATE TARGET CPL


SET YOUR CAMPAIGN FOR

MOBILE SUCCESS@w2scott #pubcon

@w2scott #pubcon

KEYWORD TARGETING1. “NEAR ME”2. LOCATION BASED3. THINK IN TERMS

OF SEARCHER4. LOOK AT DATA

FOR MOBILE IN KEYWORD PLANNER

@w2scott #pubcon

EXPANDED TEXT ADS1. DEVICE PREFERENCE NO

LONGER SUPPORTED2. FOCUS ON YOUR HEADLINE

& DO TESTING3. TAKE ADVANTAGE OF FINAL

MOBILE URLs4. UTILIZE MOBILE SPECIFIC

AD EXTENSIONS

DRIVE PHONE CALLS

@w2scott #pubcon

MOBILE BID ADJUSTMENTS1. START WITH + 20% BID ON

MOBILE2. AIM FOR POSITION 1 OR 2 ON

MOBILE3. USE DAY PARTING TO DRIVE

TRAFFIC DURING PEAK HOURS

NEW FEATURE: SET BID ADJUSTMENTS FOR ANY DEVICE

NOW THAT YOU BUILT IT, WILL THEY

COME?@searchinfluence #pubcon

@w2scott #pubcon

MOBILE LANDING PAGE BEST PRACTICES

1. SHORT TEXT2. LOAD QUICKLY3. NECESSARY INFO4. CALL BUTTONS5. CLICKABLE BUTTONS6. LESS FORM FIELDS

ANALYZING PERFORMANCE: CONVERSIONS


@w2scott #pubcon

IDENTIFY PRIMARY & SECONDARY KPIs

WHAT ACTION DO YOU WANT USERS TO TAKE ON THEIR MOBILE DEVICES?


TRACK CALLS● FROM YOUR ADS USING CALL

EXTENSIONS● FROM YOUR LANDING PAGES

○ CALL TRACKING○ CLICK-TO-CALL○ IMPORT ADWORDS GOALS

INTO ANALYTICS

@w2scott #pubcon

TRACK FORMS● USE AS FEW FIELDS AS POSSIBLE● OFFER ON-THE-GO USERS AN EASY

CONVERSION POINT AND SEND THEM ADDITIONAL INFO LATER


IN-STORE VISITSUSE LOCATION EXTENSIONS TO GATHER DATA ABOUT USER INTENT

@w2scott #pubcon

PEOPLE START THEIR SEARCH ON THEIR PHONES.

https://www.thinkwithgoogle.com/articles/mobile-search-consumer-behavior-data.html


ADWORDS ATTRIBUTION METRICS

@w2scott #pubcon

● CROSS-DEVICE

● MOBILE-ASSISTED

● STORE VISITS

MOBILE ADVERTISING IS NECESSARY FOR ALL TYPES OF BUSINESSES.


MOBILE PPCCASE STUDY #1

@searchinfluence

Based in New Orleans, the National WWII Museum tells the story of the American Experience in the war that changed the world - why it was fought, how it was won, and what it means today.

ABOUT THE NATIONAL WWII MUSEUM

GOAL: DRIVE GENERAL ADMISSION TICKET

SALES TO IN-MARKET TOURISTS

OUR APPROACHFOCUS

ON MOBILE

● CREATE DUPLICATE CAMPAIGNS FOR MOBILE

● IMPLEMENT BID ADJUSTMENTS● AIM FOR 100% IMPRESSION

SHARE ON MOBILE

THE RESULTS

IN 6 MONTHS

● 78% MOBILE CLICKS (FROM 32%)

● INCREASED CTR FROM 5.63% TO 8.28%

● 24% DECREASE IN CPC

@searchinfluence

The Law Offices of Mark A. Vicknair focuses on handling personal injury and criminal defense cases. Our extensive experience in these areas guarantees our clients the best legal representation.

ABOUT THE LAW OFFICES OFMARK VICKNAIR

Implemented a paid search campaign, landing on mobile responsive pages to drive calls.

Created call-only ads to increase calls on mobile.

Had a basic desktop site that did not have an online presence.

Not receiving many leads through the internet, and client wanted more calls!

OUR APPROACH

THEIR SITUATION

74 LEADS DELIVERED(65 ON MOBILE WITH 46

CALLS)

470 CLICKS TO SITE(286 ON MOBILE)

MOBILE CONV RATE:

22.73%

THE RESULTS

@searchinfluence

Audubon Nature Institute is a 501(c)3 not for profit that operates a family of ten museums and parks dedicated to nature. We serve our visitors, our community and our world as an educational resource, an environmental guardian, a leader in economic development and a venue for family entertainment.

ABOUT AUDUBON NATURE INSTITUTE

OUR APPROACH● DRIVE MEMBERSHIP PURCHASES, PRIVATE

EVENT INQUIRIES AND TRAFFIC TO THE VENUES THROUGH MOBILE-OPTIMIZED PAID SEARCH

● UTILIZE POSITIVE MOBILE BID ADJUSTMENTS TO INCREASE PROMINENCE IN SERPS

THE RESULTS

IN 2 MONTHS

● 4,112 MOBILE CLICKS○ 80 GET DIRECTIONS○ 104 GET LOCATION DETAILS○ 103 CLICKS-TO-CALL

● 29 MOBILE CONVERSIONS○ 10 CROSS-DEVICE

CONVERSIONS

THANK YOU!Will Scott

Search Influence935 Gravier St STE 1300

New Orleans, LA 70112-1608(504) 208-3900

http://www.searchinfluence.com/



nothing more local than my pocket #pubcon 2016 mobile ppc @w2scott

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