3x Your ROI with these Mobile Hacks

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Want to get smart in paid search?

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3 Random

Facts About

Me

@ErinSagin

I’ve lived in 6 different cities in the last 6 years

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I used to play the piano competitively

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I’m a Bartender!

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QUICK POLL: What’s your biggest mobile pain point?

a) My landing pages aren’t performing

well

b) I can’t seem to generate any clicks or

calls on my ads

c) My ads rarely show

d) I’m avoiding it all together

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Why Focus on Mobile?

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What’s Wrong With This Picture?

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Consider the Complete Mobile Experience

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#1 No One Is Seeing Your Ads

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Search Impression Share by Device

You’re 2x less likely to show for mobile

vs. desktop searchers

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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

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Search Impression Share Lost to Rank, by Device

EPIPHANY:

BOOST AD

RANK

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Ad Rank

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Revisit Bidding Strategy

• Keep up with rising CPCs

• Don’t be afraid to boost mobile bids

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Every +/- 1 Point in

Quality Score Results

in +/- 18% Change in

Mobile Impression

Share (!!)

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Improve Quality Score

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#2 Your Phone Isn’t Ringing

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Phone calls are the hottest leads you can get!

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Click to Call = Game Changer

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Click to Call = Game Changer

Calls worth 3x more than clicks to website!

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#wordstream @ErinSagin

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

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#wordstream @ErinSagin

Mobile Preferred Ads

How 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

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Ad Extensions

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Call Extensions

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New! Call-Only Campaigns

• Eliminates clicks to mobile landing pages altogether

• Phone number will appear regardless of location

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Ad Scheduling

Consider 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

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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

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#wordstream @ErinSagin

Don’t Take Phone Calls? Adapt!

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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

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#3 Your Mobile Landing Page Strategy Is Obsolete

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These Mobile Sites Stink

EPIPHANY: WHY DID

WE BUILD THESE

CRAPPY SITES?!?

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#wordstream @ErinSagin

Because Mobile is Slow

But it’s not slow anymore…

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Because Mobile Screens Are Small

But they keep getting larger…

EPIPHANY: DUMP

YOUR OLD MOBILE

LANDING PAGES

(OR, HOW TO TELL

IF THEY SUCK)

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#wordstream @ErinSagin

% Who Switched To Full Site

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Conversion RatesMobile Site Vs. Full Site on Mobile

Pro-tip: You would be better off sending people to your full site!

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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!

Special Offers

I would like to get set up with …

A. FREE Live demo of the WordStream Advisor

B. 1-1 AdWords Assessment

C. I don’t need help with my PPC

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Q & A

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