3 killer mobile hacks to 3x your roi, pubcon austin 2015
TRANSCRIPT
3 Killer Mobile Hacks to 3x
Your ROIErin SaginCustomer Success Manager, WordStream
Meet Erin• Customer Success Manager at
WordStream in Boston, MA
• Has specialized in Paid Search for 4 years
• Team consults for over 3,000 accounts
• When I’m not working, you’ll find me hula hooping, vacationing in the Caribbean and binging on reality TV
Win this $25 Amazon Giftcard
Include the hashtag #pubcon and me, @erinsagin, in your tweets!
Prize awarded for:•Funniest tweet•Most clever mobile PPC tip
Why Focus on Mobile?
What’s Wrong With This Picture?
Consider the Complete Mobile Experience
#1 No One Is Seeing Your Ads
Search Impression Share by Device
You’re 2x less likely to show for mobile
vs. desktop searchers
Competition Is Fierce• 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
Search Impression Share Lost to Rank, by Device
EPIPHANY: BOOST AD
RANK
Ad Rank
Revisit Bidding Strategy• Keep up with
rising CPCs• Don’t be afraid
to boost mobile bids
Every +/- 1 Point in Quality Score Results in +/- 18% Change
in Mobile Impression Share (!!)
Improve Quality Score
#2 Your Phone Isn’t Ringing
Phone calls are the hottest leads you can get!
Click to Call = Game Changer
Click to Call = Game Changer
Calls worth 3x more than clicks to website!
New! AdWords Call Metrics
When you’re testing mobile ads, you need to base your findings on call rate, not CTR or conversion rates.
-Larry Kim
EPIPHANY: PROMOTE
CALLS DIRECTLY FROM THE SERP
Mobile Preferred AdsHow do you design a mobile preferred ad?•Include phone specific language (i.e.: Call now for a free quote!)•Keep it short and sweet•Remember the title must make sense on its own
Ad Extensions
Call Extensions
New! Call-Only Campaigns• Eliminates clicks to
mobile landing pages altogether
• Phone number will appear regardless of location
Ad SchedulingConsider a caller’s experience during your off hours
•User time-of-day bid modifiers to bid less during your off hours
•Use advanced options to schedule extensions
•Pause campaigns during off hours
Prepare Your Team• Run test phone calls to
understand caller experience
• Get to know the team answering the phones
• Request qualitative feedback on mobile traffic
• Ensure you are staffed sufficiently to handle call volume
EPIPHANY: CALL CENTER STAFF
TRAINING = LANDING PAGE
OPTIMIZATION OF MOBILE
Don’t Take Phone Calls? Adapt!
Enable App ExtensionsRedirect traffic to your app, rather than your mobile landing page:•Link to your mobile app from directly within ads•Apps are huge! Time spent in mobile apps surpassed time on desktops in 2014
#3 Your Mobile Landing Page Strategy Is Obsolete
These Mobile Sites Stink
EPIPHANY: WHY DID WE BUILD THESE CRAPPY
SITES?!?
Because Mobile is Slow
But it’s not slow anymore…
Because Mobile Screens Are Small
But they keep getting larger…
EPIPHANY: DUMP YOUR OLD
MOBILE LANDING PAGES (OR, HOW TO TELL IF THEY
SUCK)
% Who Switched To Full Site
Conversion RatesMobile Site Vs. Full Site on Mobile
Pro-tip: You would be better off sending people to your full site!
Let’s Recap!1. Mobile impression share penalty is 2x more
dramatic than desktop counterparts – Boost ad rank to gain visibility!
2. Phone calls worth 3x more than clicks to websites – Promote call conversions directly from SERP!
3. Mobile phones are 4x more powerful than 4 years ago – Update your landing pages to enable advanced workflows!
Thank You!