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Instructed by Joseph Kerschbaum.
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Your Mobile Action Plan
SpeakerJoseph Kerschbaum
3Q Digital
Today You Will Learn
How to improve your mobile search campaigns within AdWords
Agenda• Mobile ad & sitelink optimization• Ad extensions for mobile• Optimal campaign settings for mobile• Mobile bid modifier plan• Action plan for multiple campaign modifiers• Display network plan on mobile devices• Conversion optimizer for mobile• Mobile optimized landing pages• Lead qualification via mobile
Mobile
Secret
Sauce?
Pain Progression
Tell Google Your Ad Preferences
Mobile ads = do them now!
“Mobile-optimized text ads and extensions will be given preference on mobile devices.”
TIP: Avoid truncation. Mobile ads should be shorter. Aim under 60 characters.
Not your momma’s site links
Check that box, yo!
Task: Use Mobile Preferred Ads &
Site Links
Step 1
Step 2
TIP: Mobile sitelinks should be shorter. Aim for 15-17 characters in length.
Mobile Devices are Actually Phones – Remember?
Guess who I’m calling?
two clicks and you’re done
• Charged the same as for a standard click on the ad.
• Clickable on devices that allow a user to click and call
• Utilizes Google call-forwarding for tracking
• Count calls as conversions when they last longer than 60 seconds
Track those call conversions
Step 1
Step 2
Task: Utilize Call Extensions
Get Purposeful with those Mobile Bids
What’s going on here?
Task: Determine a Mobile Bidding
Strategy
Modifiers Modifying Each Ether all Over the Place
Play nice, folks
Mobile Modifier
Geographic Modifier
Ad Scheduling Bid Rules Keyword
Bid
Active bid adjustments
Task: Review All Bid Modifiers
Improve Mobile & GDN:Don’t cross the Streams
Mobile + display = sadness
mobile is the little guy here
Computers Mobile devices with full browsers Tablets with full browsers0.0%
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Conv Rate
Conv Rate
Craft your structureSe
arch
PCs
Tablets
Mobile Devices
Dis
play PCs
Tablets
Adjust mobile bid modifier
Task: Exclude Mobile Devices from GDN
Dis
play PCs
Tablets
Sorry, Google – Tablets are Still Mobile
Tablets are mobile devices
Computers Tablets with full browsers0.0%
1.0%
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Conv Rate
Conv Rate
Better than mobile isn’t good
Kill those categories
Step 1
Step 2
Step 3
Kill those apps
Step 1
Step 2
Step 3
Task: Exclude Mobile Apps
from GDN
Conversion Optimizer May Neglect Mobile
All your effort = fail
BangHeadHere
Conversion optimizer adjustment
Step 1
Step 2
One click – and boom!
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ImpressionsClicks
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Conversions
Conversions
Task: Use Accelerated Ad Delivery with
Conversion Optimizer
Not Just Responsive Design:
You NeedResponsive Experience
Fractured user focus
Bad to good
Optimize for design and content
some best practices are best
Mobile Test - New Mobile Test - Old0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
Conversation Rate
CVR
Task: Optimize Your Web Experience for Design AND User Intent
Great! You Have Mobile Leads.Are They Any Good?
Not all leads are equal
Laptops / PC Mobile Devices0%
10%
20%
30%
40%
50%
60%Qualified Leads
Qualified Leads
Task: Monitor Mobile Lead Quality Closely
The Future is Now…or Maybe Later
people are addicted to screens
What to know now
• 6 in 10 online adults in the US and UK use at least 2 devices every day
• 76% use their smartphone “on the go”
• 60% of multi-device users transition to larger screens to finish tasks
• 22% finished on a tablet and 58% on a laptop
Working on estimates for now
Estimated Total Conversions
• Counted when a customer clicks an ad on one device, then converts on another device.
• Includes: cross-device, many-per-click, and phone call conversions.
Task: Start Thinking about Cross-Device Behavior
Move The Needle
Move The Needle
Your MOBILE ACTION PLAN!
bit.ly/Mobile-Action-Plan
www.onlinemarketinginstitute.org
Thank You!
Learn more at
