#SMX #14C @ChappyMargot
THINK YOU’VE GOT MOBILE PPC FIGURED OUT?
THINK AGAIN!
#SMX #14C @ChappyMargot
Meet Margot• I’m a PPC Expert at WordStream
• Background in PPC, social media, & content creation
• Fun fact: My childhood ambition was to work at McDonalds
#SMX #14C @ChappyMargot
Which one is mine?
#SMX #14C @ChappyMargot
My Nephew
Seattle’sBiggest
Red Sox Fan!
#SMX #14C @ChappyMargot
MOBILEGEDDON!!!!
#SMX #14C @ChappyMargot
More People Own a
Cell Phone then a
Toothbrush!
#SMX #14C @ChappyMargot
More Searches
on MOBILE
Than Desktop!
#SMX #14C @ChappyMargot
Yet…. WE SUCK AT IT!
#SMX #14C @ChappyMargot
#SMX #14C @ChappyMargot
3 MOBILE PPC MYTHS UNRAVELED
#SMX #14C @ChappyMargot
MYTH #1: You Need to Target “Mobile Keywords”
#SMX #14C @ChappyMargot
15% of Searches on Google are Unique and Have Never Been Searched Before – Jerry Dischler, Google
#SMX #14C @ChappyMargot
Keyword are DYING!
#SMX #14C @ChappyMargot
PPC Is Becoming More Automated
#SMX #14C @ChappyMargot
COMPLETE REDESIGN OF DYNAMIC SEARCH ADS!
#SMX #14C @ChappyMargot
RELAX & Let Google do the
Work!
#SMX #14C @ChappyMargot
#SMX #14C @ChappyMargot
Nervous About Giving Google the Reins?
#SMX #14C @ChappyMargot
These new DKI’s are SO
TRANSPARENT
#SMX #14C @ChappyMargot
Wait, what does this have to do with mobile again?
#SMX #14C @ChappyMargot
Chasing Keywords on Mobile is a Fools Game
#SMX #14C @ChappyMargot
Less then 10 Minutes to Set Up… Oh and IT WORKS!
#SMX #14C @ChappyMargot
MYTH #2: Select “Mobile Preferred,” Adjust Bids &
You’re all Set!
#SMX #14C @ChappyMargot
Clearly, that’s not working…
Remember the graph???
#SMX #14C @ChappyMargot
#SMX #14C @ChappyMargot
All mobile searchers have ADD!
#SMX #14C @ChappyMargot
#SMX #14C @ChappyMargot
Google is Evolving Vertical Mobile Ad
Formats for Several Industries
#SMX #14C @ChappyMargot
50% of Car & Automotive Searches Happen on Mobile
Desk-top
Mobile
69% of Travel Research is Done While Waiting or
Commuting
#SMX #14C @ChappyMargot
175% Growth in Shopping Searches on Mobile in First 5 Months of the Year
48% Growth in Mobile
Finance Searches
#SMX #14C @ChappyMargot
New Mobile Ad Formats to Capture “Micro-Moments”
Old Format New Format
#SMX #14C @ChappyMargot
Google’s Improving it’s Mobile UX so searchers can do more, faster, through the SERPs
#SMX #14C @ChappyMargot
But, I’m not in the Automotive, Shopping, Travel or Finance Industry
#SMX #14C @ChappyMargot
Larry asked Jerry
#SMX #14C @ChappyMargot
#SMX #14C @ChappyMargot
While you’re waiting…
#SMX #14C @ChappyMargot
Ad Type Mobile CTR
Mobile CVR
Not device specific 2.66% 2.98%
Mobile preferred ads 3.40% 7.18%
Mobile Preferred Ad Best Practices:
• Short & sweet
• Speak to the on-the-go searcher
• Ensure your headline can stand on its own
• Ad extensions, duh
#SMX #14C @ChappyMargot
While mobile CTRs are low, extensions yield
higher CVRs.
#SMX #14C @ChappyMargot
Sitelink Extensions = 20% CTR Increase
Call Extensions = 15% CTR Increase
Location Extensions = 15% CTR Increase
#SMX #14C @ChappyMargot
Use all available ad extensions
Sitelinks
AppLocation
Call
#SMX #14C @ChappyMargot
CTR Drops 116% from position 1 to 2
You’re 2x less likely to show for
mobile vs. desktop searchers
#SMX #14C @ChappyMargot
You Need to be #1!!!
#SMX #14C @ChappyMargot
MYTH #3: Mobile LP’s Are Always Better then Desktop LP’s
#SMX #14C @ChappyMargot
#SMX #14C @ChappyMargot
TAKEAWAY: You Would be Better Off Sending People to Your Full Site
% WHO SWITCHED TO FULL SITE
33%
36% 29%
#SMX #14C @ChappyMargot
Conversion Rates: Mobile Site vs. Full Site on Mobile
#SMX #14C @ChappyMargot
BUT, what about MOBILEGEDDON!?!?!?!
#SMX #14C @ChappyMargot
#SMX #14C @ChappyMargot
“UPDATE: A Google spokesperson confirmed this is a small test they are
currently running but there are currently no plans to add this to
AdWords ads,” - Jennifer Slegg, SEM POST
#SMX #14C @ChappyMargot
Skip the landing page all together with Call-Only Campaigns
#SMX #14C @ChappyMargot
#SMX #14C @ChappyMargot
CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE!
Desktop Search Conversion Funnel
Mobile Conversion
Funnel1.Sees Ad
2.Clicks On Ad
3.Visits Website Landing Page
4.Lead Captured
1.Sees Ad
2.Calls Business
3.Lead Captured
3% Average Conversion Rate!
No Leaky Landing Page!!
#SMX #14C @ChappyMargot
Let’s Recap!
• Implement NEW Dynamic Search AdsMobile Keyword
Targeting is Dying!
• NEW mobile ad formats, add ad extensions, be #1!!!
Mobile Conversion Rates Suck
• Stick to your desktop if need be OR get rid of the LP all together w/ call-only
Mobile Landing Pages Suck
Problem Solution
#SMX #14C @ChappyMargot
Thank You!Twitter: @ChappyMargot
LinkedIn: http://www.linkedin.com/in/margotdacunha
Google Plus: +Margot da Cunha