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@AnnStanley
Strategies for increasing performance of PPC on mobile devices
By Ann Stanley
@AnnStanley
About Anicca
Generating Leads, Sales
and Profit
Educating Your Team Building Your Brand Technical Consultancy
Digital and Search
Marketing (Paid advertising,
SEO, PPC, ecommerce
marketing)
Marketing training (and
qualifications) for business
professionals
Owned and Earned media
(SEO, Content, PR, Social,
Email, MAS)
Technical consultancy in
web, Analytics,
conversions and
ecommerce
@AnnStanley
Agenda
Part 1: Introduction (why mobile is important)
Part 2: Options for PPC for mobile
Part 3: Strategies for different types of business
Part 4: What’s new?
@AnnStanley
Part 1: Introduction
@AnnStanley
Global users by device
@AnnStanley
Uptake of smartphones across EU and the world
Worldwide figures –
“By the end of 2014, we
expect 1.76 billion people
to own and use
smartphones monthly, up
more than 25% over
2013”. –http://www.emarketer.com/Article/World
wide-Smartphone-Usage-Grow-25-
2014/1010920#sthash.iHLqRB9E.dpuf
@AnnStanley
Device ownership (Q3 2014)
@AnnStanley
UK – Growth in Smart Phone and Tablet ownership
@AnnStanley
What device is important for linking to the internet - UK Data
Ofcom UK data
@AnnStanley
Increase in time spent by device (US 2014 vs 2010)
@AnnStanley
Google predictions for searches by device in 2014
@AnnStanley
Actual Search engine audience by device (UK - March 2015)
54%
@AnnStanley
Mobile share of web traffic by country Q1 2015
@AnnStanley
How we use devices is different
@AnnStanley
Mobile research – starting point
@AnnStanley
Device preference by time of day
@AnnStanley
Digital advertising
@AnnStanley
Ad spend KPI by country 2014 (growth, total spend and per head)
@AnnStanley
Digital advertising in the UK –(2014 full year results)
• UK digital ad spend in 2014
reached record high of
£7.194 billion with 14% year-
on-year growth
• Mobile reached £1.62 billion
of this, representing 23% of
total. Mobile had 63% year-
on-year growth, driven by
social, video and in-app ads
• Social ads grew 65% year-
on-year to £922m with 56%
on mobile (£517m)
Source: www.iabuk.net/blog/digital-adspend-goes-stellar-in-2014
@AnnStanley
Mobile share
@AnnStanley
Mobile growth by type
@AnnStanley
Understanding the Search results
@AnnStanley
Google results for ‘sofa’*
Pay per
click ads
(via
AdWords)
Pay per
click text
ads (via
AdWords)
Organic or
natural
search
results
Shopping
Ads (paid
ads via
AdWords)
*sofa chosen to illustrate different types of results
new Local
listings
@AnnStanley
Mobile results – Shopping ads
This is actually a carousel
– but most people do not notice
Maximum of 2 ads at the top of the
results – can be 3 at the bottom
@AnnStanley
Local services
@AnnStanley
April 21st 2015 – Mobilegeddon!
• Each page on your site will be classed as either mobile friendly or not – and tested every time there is a relevant search
• Results can be marked as “mobile friendly” or you can run pages through mobile test
• After April 21st “unfriendly” pages will get lower rankings on mobile search results
• Get your mobile load speed to <1 second or all ranking will suffer
• Mobile apps (Android) will achieve better rankings in mobile search result (and its worth linking your app to the your mobile pages)
@AnnStanley
Google Mobile friendly sites and speed tests
@AnnStanley
“There is an Elephant in the room!”
We have all this new mobile traffic –but does it convert?
@AnnStanley
Add to cart and conversion rate by device
@AnnStanley
Analytics – ecommerce site selling to consumers (wines)
@AnnStanley
Analytics – ecommerce site selling to businesses (office whiteboards etc)
@AnnStanley
Before and after mobile responsive site went live
@AnnStanley
Summary of conversion rates
Total Desktops Tablets Mobile Mobile vs
desktop
Consumer site 2.38% 3.15% 2.33% 0.73% 23.2%
Business site 3.79% 4.84% 1.47% 0.81% 16.7%
Consumer site
(non-responsive)
1.61% 2.03% 1.45% 0.39% 19.2%
Consumer site
(responsive)
1.58% 2.14% 1.5% 1.04 48.6%
@AnnStanley
Impact of responsive design
@AnnStanley
Current situation/problems• Many sites are still not mobile responsive (i.e mobile friendly)
• Traffic is increasing from mobiles – so should your mobile budget increase
• Use is different than desktops – more browsing and different times of day
• Conversion rate is lower (lead generation sites and ecommerce sites)
• Return on ad spend can be too low on mobile for many sites – if measured purely on last click attribution
• Cross-device attributions in Analytics not accurate enough to know true value of the visits to mobile
• How important are mobiles for driving visitors to store or off-line interaction via calls
• How to send traffic to separate mobile site eg m. or .mobi sites
• Managing positions (with bids) as only 2 ads shown at top of mobiles (plus PLA’s shown at the top)
@AnnStanley
Part 2: PPC specific features for mobiles
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Device specific features
• Data analysis – segmentation by device use of custom columns
• Mobile preferred ads
• Call and location extensions
• Apps extensions
• Bid modifiers
@AnnStanley
Mobile ads
@AnnStanley
Why create mobile preferred ad
• Ads will perform differently by device
• Ads need different descriptions
• Mobile call for action should be mobile friendly
• Also need different ad extensions for mobile
• Can use url for mobile only sites e.g. m. or .mobi sites
@AnnStanley
Loss of description line 2
Courtesy of Wordstream
@AnnStanley
Calls to action which work best on mobiles• Call now vs contact us
• Buy in store
• Type of phone number –eg free phone numbers are not free on mobiles in the UK
• Display URL
• Choice of extensions
@AnnStanley
Segment data to see which device performs the best
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Use Custom columns
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Call extensions
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Call extensions and forwarding
• Best Practice• Use call extensions in conjunction with location extensions for
geo-targeted campaigns or for mobile devices
• Use Google call forwarding number – there is no additional charge for this (anymore)
• Add a mobile opted version
• Use scheduling to match your office opening hours
• Create “call conversion” for calls over >60 seconds
• Use in conjunction with site based call tracking technology including Google’s own call tracking script
@AnnStanley
Call extension set-up
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Segment by click type and use columns to see call data
@AnnStanley
Mobile app extension
@AnnStanley
Do you want app downloads or traffic to your site?
@AnnStanley
Mobile bid modifiers
@AnnStanley
Mobile bid modifiers
• Mobile bid modifier of +300 to -100% at campaign and ad group level
• Desktops and tablets have same bid – despite differences in performance for many sites
• -25% mobile bid modifier recommended as starting point to achieve similar position as desktops and tablets
• Use -100% to turn mobile off
• Some propose autobidding to take into consideration varying device performance at keyword level
• Most agencies still unhappy with this change and want tablet bid modifier as well
@AnnStanley
Use of mobile bid modifiers
@AnnStanley
Stacking of bid modifiers
Each modifier applied to modified bid not base bid1. Original bid £1
2. Geographical bid for London +25% = £1.25
3. Schedule bid for Monday 7am - 6pm +10% = £1.37
4. Mobile bid -20% = £1.10
@AnnStanley
Part 3: Strategies for different types of business
@AnnStanley
Mobile for local businesses
@AnnStanley
Reasons for carrying out a local search (data Dec 2013)
@AnnStanley
Reasons for using PPC on mobile for local businesses - If they already know you?
• Need phone number
• Need address
• Need directions
• Are you open?
• May use voice search
• May not appear in the local pack – now only 3 listings
@AnnStanley
Tips for local PPC on mobiles
• Geo-target ads in its own campaign
• Use geo bid modifiers
• Use reviews (Google reviews for organic) 3rd party seller ratings for PPC ads
• Use call and location extensions
• Use mobile preferred ads
• Consider using + mobile bid modifiers
@AnnStanley
Mobile for researching or buying products
@AnnStanley
Year on year growth PC vs mobile for major stores
@AnnStanley
Visits to retail websites via mobile have overtaken desktop
• Some 52% of visits were made via a mobile, while 36% of UK online sales are now completed on a smartphone or tablet device
• Of sales completed on a mobile device, smartphones account for around 18% and tablets 82%
• "Considering that as recently as 2010 mobile visits to e-retail sites accounted for less than 3% of traffic, this latest milestone represents staggering growth of 2,000% over the past four years."
• The report also shows that the total estimated online spend during May to July was £24.2bn, with £8.7bn spent via smartphones and tablet devices
Source: IMRG Capgemini Quarterly (September 2014)
@AnnStanley
Shopping ads/PLA’s
@AnnStanleyStrategies for Shopping Ads on Mobile
• Many users think there are only 3 ads on mobile as
they do not realise they can scroll horizontally
• Additional ads may not get clicked on (with negative
effect on CTR/Quality Score)
• Conversion rate is lower (typically <50% desktop)
• Use mobile bid modifiers to reduce CPC so the overall
ROAS is similar to desktops/tablets
• Try creating “device specific” ad groups:
• Ad groups for mobile – lower bid with high
+mobile bid modifier
• Ad group for desktop/tablets – higher bid with
-100% mobile bid modifiers (to drive mobile
traffic to the mobile ad group)
• Cross device conversions are still difficult to measure.
Users may research on mobile and buy on other
devices
@AnnStanley
Typical results consumer site
• Similar impressions
• Lower cost per click
• Low conversion rate
• Lower ROAS
@AnnStanley
Typical results business site
• Lower impressions
• Lower cost per click
• Low conversion rate
• Very low ROAS
@AnnStanley
Creating ad groups focused on either mobile vs desktop/tablets• Mobile and desktop have to be in the same
campaign/ad group - use workaround so you can have ad group for mobile only
• Create ad group targeted for desktop• Set up mobile modifier to -100% in desktop
• Create ad group targeted for mobile• lower bids in the mobile ad group, then use +300% mobile
modifier
@AnnStanley
Competing ad extension – remove call extensions for products on text ads
• Call extension was overriding site links on mobile ads
• Remove call extension on product level.
• Got reviews stars and Certified shops.
• Increase 77% of CTR
• Case study from SES London 2015 - Space48
@AnnStanley
Driving in-store traffic from mobile
• Macy - $1 in google mobile $6 of sales in stores
• Local inventory ads (part of Shopping ads)
@AnnStanley
Part 4: What’s new
@AnnStanley
Local services ads
@AnnStanley
Google Buy Button and marketplace• Rumours started mid-May following an article by
the Wall Street Journal and a webinar titled Virtual Shopping Summit (by CPC Strategy).
• These both predicted that Google will shortly launch a Buy Button in order to provide a marketplace service to compete with Amazon and eBay
• CPC Strategy thought that the scheme may be only available to Merchants that are in the Certified Shopping Scheme (as this provides some level of quality control)
• They also suspected that PayPal may be offered as a payment gateway – which is now possible due to eBay and PayPal being split into separate trading companies
@AnnStanley
Current “understanding”• This will be called Purchases on Google – there is now a limited beta with specific retailers
• Retailers first have to integrate their ordering systems with Google to become eligible for the “purchase” button to be displayed in their product listing ads.
• CommerceHub says it’s not necessary for a site to be verified as a Google Trusted Store, but that it can help speed up the integration process
• The Buy Button will only be shown for certain advertisers next to Shopping Ads on mobile devices (possibly Android only)
• Buyers that click on Buy button you will be taken to the Google Product Page where they can choose product variants and pay with Google Wallet and possibly PayPal
• Buyers do not go to Merchant site but the buyer may be able to opt in for emails etc.
• Google will not take a commission but just the click cost
• Google may store buyers’ credit card details to improve conversion rates for future sales
• The merchant will still have to provide fulfilment but may receive limited details about the customer
@AnnStanley
Product cards for voice search
@AnnStanley
Google Now – In-store cards