your mobile ppc sucks (but it doesn't have to!) by maddie cary

#SMX #31B1 @MaddieMarketer

YOURMOBILE

PPCSUCKS(But It Doesn’t

Have To!)


Director of Paid Search at Point It Digital Marketing

Based in Seattle, WA

Oversee $35M+ in Yearly Media

Global SEM Program Lead 20 Person Team 30 Languages 60 Markets

HUGE Beyoncé fan

WHO AM

I?


Oh, and I searched far & wide

for some great“angry at phone”

stock photos…


LET’S TALKABOUT MOBILE


Feb 2015

Apr 2015

Feb 2016

Mar 2016

May 2016

June

2016

Enhanced campaigns announced

Enhanced campaigns

forced migration

Call-Only Campaigns

launched (2/20)

“Mobilegeddon”Algo Update

(4/22)

Feb 2013

July 2013

Sidebar Ads Removed

(2/19)

Gboard for iOSlaunched

(5/12)

Google Summit (5/24)• Extended Text Ads• Responsive Display Ads• Bid Adjustments by Device!• Local Search Ads

Mobile Friendly 2Algo Update

(5/12)

New AdWordsUI announced

3/28

Google Mobile-Friendly

Website Tool (6/2)


Number of Mobile devices has surpassed

Desktop

Mobile search volumehas also surpassed

Desktop


People spend 50% of their time on

smartphones using search engines


I could throw stats at you all day.

We all know that mobile is important

AND YET…


We back-burner optimizing our

sites for mobile…


We aren’t doing a great job of tracking

the influence of mobile devices…


We approachdesktop & mobile

as if their audiences don’t overlap


We get lazy and don’t alter our strategy for

mobile-specific intent


Should I test targeting mobile in PPC?

“We aren’t optimized for mobile”

“Our customers don’t use mobile”

“We can’t prioritize mobile right now”

“We don’t need mobile to drive growth”

OH MY GODTURN IT OFF!WE’RE NEVER TARGETING

MOBILE AGAIN

“We don’t have mobile-specific products”

Mobile performance not exactly equal to

Desktop

SURE! NOPE


WHEN I SEE MY

MOBILE CPA

YOUR MOBILE PPC

DOES SUCKBut your

conclusions & assumptions are wrong!


STEP #1:STOP

IGNORINGMOBILE


HEY, WHAT’S GOING ON?


What’s going on with mobile in your industry?

TRAVEL ELECTRONICS

E-COMMERCE

B2B

In 2015, conv rates

grew +88% on mobile

travel sites

(Google MicroMoments)

Mobile’s influence is 4.6x

its role as a sales channel

forelectronics

(Google AdWords mLab Study)

Mobile e-Commerce

is growing 300x

faster than

e-Commerce(Coupofy Study)

34% of executives

didn’t purchase

because of anon-mobile

friendly interface

(Google & Forbes Insights)


How about outside of our US bubble?Countries like

Spain, Singapore, Japan, South Korea,

& Chinaexpect to find you

on a mobile device

Because most ONLY use a

mobile device!


Keep tabs on mobile search trends!


DON’T RULE IT OUT


Have you automatically opted out?

+20% revenue growthFor one of our

beauty brand clients,mobile PPC set up took

only 1 hour…


Think you’re “too big” to worry about mobile?

Enterprise clientdecided to test mobile

Sure, mobile only added +5% liftBut who wants to

tell their boss they missed out on $4M in revenue??

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

95%

5%

Desktop/TabletMobile $3.7M

inadditional revenue


Or maybe “too small” to do mobile right?

Small insurance client, competing with big fish!Decided to test opening up

mobile bid modifiers beyond -90%

Before After

7.9%

25.5%

Before After

3.6%

4.7%

Before After

11

99 CTR up+223

%

CVR up+31%

Conv up+800%

!


SOMETHING IS PROBABLY BROKEN


You aren’t giving mobile enough credit


Peek into Google Analytics…


Peak into Google Analytics…

Mobile assisted in 40% of total conversions, but only got credit for

29%It also assisted in $13K in

revenue that it didn’t get full last-click credit for


STEP #2:STOP

DEVALUINGMOBILE


WHO IS YOUR AUDIENCE?


The people aren’t different, but the need is!

THE BROWSER

THE RESEARCHER

THE ON-THE-GOER

THE FRANTIC

THE LOYALIST


WHAT ARE THEY LOOKING FOR?


Look to search intent & trending queries

42% of searchers have started

using voice searchin the last 6 months


Don’t underestimate the power of local search

Searches containing “near

me” haveDOUBLED

in just the last year


Oh, and don’t rule out those purchase-intent searches!

52% of shoppers plan to use

a smart phone for holiday shopping

before visiting a store

82% will consult their phone

while in a store


ACCEPT THAT THERE WILL BE

UNKNOWNS


We can’t track everythingCross-device conversions

are estimates (but getting smarter)…

Online to offline is can be a black hole for some…

Signed-in users only gets us a certain percentage of the audience…

Beacons are being used, but aren’t widely adopted…

Mobile makes marketers’ lives HARDER! UGH!But we can’t igore it. It makes searchers lives’ EASIER


STEP #3:STOP

DOINGMOBILE PPC

BADLY!


GET A HANDLE ONMOBILE BIDDING


Use (directional) mobile bid modifier calculation


Leverage third-party bidding tools!Is your bidding tool

adjusting mobile bid modifiers?

At what frequency?

Can budget & performance projections be done for

mobile specifically?

What is your tool’s timeline for supporting the return of

device-specific bids?


TAILOR YOUR AD MESSAGING


The mobile-preferred ad must-haves

LINK ‘EM

SEPARATE ‘EM

LOAD ‘EM

REMIND ‘EM

Use them mobile sitelinks!

Key details in Headline & DL1

End DL1 with punctuation

Use m. or /mobile in

Display URLs


Hello, Extended Text Ads!


Hello, Extended Text Ads! Heads Up!Mobile-preferred ads

not an option anymore (for now).

Can set mobile URLs


The mobile-preferred ad must-haves

LINK ‘EM

SEPARATE ‘EM

LOAD ‘EM

REMIND ‘EM

Use them mobile sitelinks!

Key details in Headline 1 & 2

End DL1 with punctuation

Use m. or /mobile in

Display URLs


New mobile sitelink type = Price Extensions!


FIX THAT CRAPPYLANDING EXPERIENCE


I AM STUPID, MAKE IT EASY FOR ME

“A drunk person should be able to convert on your

mobile site”

- Erin Sagin, Wordstream


The mobile landing page must-haves

SHORT PATHS

EASY ENTRY

SHORT FORMS

SPEEDY LOAD

The fewer steps to convert, the

better!

Only the absolutely necessary

Adjust <input type=

in form code

Slow page load? I’M BOUNCIN’


STEP #4:START

EXPANDING YOUR IDEA

OF MOBILE PPC


WHO THEY GONNA CALL?


You know what people want to do? CALL YOU!

Call Extensions


Maybe you only want them to call you?

Call-OnlyCampaigns


Want to track call conversions for free?

Google Forwarding Numbers!


PEOPLE ♥ APPS


Up to 90%

of consumers’ monthly mobile time is spent in

apps(Flurry Analytics Study)

No, but really, people love mobile apps…


Another ad extension!

Mobile App Extensions


Or how about a whole campaign!

Mobile App Campaigns(Search & GDN)


Or how about a whole campaign!

Mobile App Engagement Campaigns

(Android Search)


REDUCE, REUSE, REMARKET


All those remarketing tactics? Porque no mobile?


Don’t limit yourself to just Google

RLSA UET


LET’S GO SHOPPING


Target mobile in Shopping campaigns

Shopping

Shopping + RLSA


“FIGURE OUT”

MOBILENOW!Don’t be this

guy


Let’s keep

talkin’ MOBILE! @MaddieMarketer

@point_it