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3 Paid Search Mobile Metrics That Matter

Presented by: Larry KimFounder/CTO, WordStream, Inc.

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About Me

Larry Kim (@larrykim)•Founder / CTO of WordStream•Commander of Quality Score Rebellion•Had Kid 5 Months Ago! #ppckid

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Agenda

• SEM Metric Comparison Across Devices

• 3 Mobile Metrics that Matter• How to Compete on Mobile

(without busting the bank)

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What Metrics Matter in Mobile PPC?

CTR

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All Devices: CTR vs. Ad Position

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Higher Ad Positions = Higher CTR

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Ad Rank and CTR By Device

DESKTOPTABLET

MOBILE

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Ad Rank and CTR Segmented by Device

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• 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

QUALITY SCORE

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Quality Score Segmented By Device

Does Having More Mobile Reduce QS?

Impression weighted QS

Share of clicks on mobile devices

Does Having More Mobile Reduce QS?

NOPE!NOPE!

Nothing to suggest that mobile plays into Quality Score either way.

AWESOME

CPC

Do Mobile Clicks Cost More?

Mobile CPCs have increased

150% since 2012.

Enhanced Campaigns

Desktop CPCs have increased

50%

IMPRESSION SHARE

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Impression Share By Device

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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.

Competitio

n is

FIERCE!

So, what ARE the Mobile Metrics

that Matter?

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Mobile Metrics that Matter

CTR CPCImpression

Share

Mobile CTR drops off 50% faster

than desktop or tablet.

Search CPCs have been rising

dramatically for mobile over the past 12 months

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

• Cater to an audience on-the-run

• Keep language short & sweet

• Make it easy to interact with your ad

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Present a mobile CTA

• Make sure your offer is possible on a mobile device

• Avoid offering whitepaper downloads or demo/trial downloads

• Give option to call in and ask questions

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Use all available extensions

Location

Call

Sitelinks

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Google Shopping

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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:

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Consider Not Pushing to a Mobile Site

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Summary: Mobile Search Check List

1. Speak to mobile audience2. Present a mobile CTA3. Use all mobile extensions4. Ecommerce: Have presence on Google Shopping5. Make sure you have appropriate bid adjustments in

place 6. Don’t be afraid to raise mobile bids7. Don’t let lack of a mobile website hold you back

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Thank You PUBCON!