a mobile case study tips tricks and lessons learned

© Copyright Acquisio 2012#ACQsummit

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© Copyright Acquisio 2012#ACQsummitAcquisio User Summit 20121

A Mobile Case StudyTips Tricks & Lessons Learned

Crystal (Anderson) O’NeillSEER Interactive

@Crystala


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© Copyright Acquisio 2012

What I do• Spearhead PPC division at SEER

Interactive aka ‘Search Church’Fun Facts!• Dabbled in SEO, Media, Business

Development & Analytics• Fell in love with PPC in 2006; haven’t

looked back• Working with Acquisio since 2008• Have a brand new name – Crystal O’Neill• Have a puppy Hoagie who loves to play

soccer

Acquisio User Summit 20122



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First - A Look Back at Mobile ….



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Acquisio User Summit 20124 © Copyright Acquisio 2012

• December 2008 – AdWords introduced targeting full browser mobile phones through Device Targeting– iPhone– Android– T-Mobile G1

A Brief Timeline of Mobile + AdWords …

http://googlemobile.blogspot.com/2008/12/new-adwords-options-for-iphone-and-g1.html



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• January 2010 – Click to Call for mobile introduced for local businesses

http://adwords.blogspot.com/2010/01/introducing-click-to-call-phone-numbers.html



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• March 2010 – Click to Call for rolled out to national advertisers through phone extensions

http://adwords.blogspot.com/2010/03/go-mobile-series-enhanced-click-to-call.html



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Let’s get to the good stuff!Case study: Importance of testing with Mobile



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The background …



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• Industry: Entertainment– Psychics

• Conversion: New Customer Purchase– Online 40%– Phone 60%

• Targeted: Full Browser Mobile Devices



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• Regular Landing Pages– March 2010 – May 2010

Test #1



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– Overall CPA for Mobile was 28% lower than the overall Desktop CPA during this time

Regular Landing Page Results …



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Test #2

• New Mobile Site– June 2010 – October 2010



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Mobile Site Results …

– Overall Mobile CPA increased 104%– Overall Mobile CPA was 13% higher than

the Overall Desktop CPA



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Test #3

• Mobile Site + Phone Extensions– November 2010 – February 2011



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Mobile Site + Phone Extension Results …

– Overall Mobile CPA decreased 30%– Overall Mobile CPA was 23% lower than overall

Desktop CPA



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Test #4

• Call Only– March 2011 – June 2011

February 2011 Results

June 2012 Results



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Call Only Results …

– Overall Mobile CPA decreased 22%– Overall Mobile CPA was 29% lower than

our overall Desktop CPA



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Let’s Recap …



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Mobile site did not do so wellMobile site + phone extensions rockedCall only really rockedRegular landing pages did well



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Out of all our tests, Call Only was the most successful …

Despite having landing pages

and

Despite having a mobile site



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Just for fun - the long term results …



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• Have increased Mobile budget 646% year over year with conversions increasing even greater

Continued to see results …



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Here’s what we learned

after the tests …



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Test #1 - Directing to ‘regular landing pages’ and

Test #4 - Call Only were the most successful!

#1 – You don’t need a mobile site!



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• If you test Mobile using regular landing pages, check how they render – Are they mobile friendly? It’s part of QS

now!– Do images show?– Is the CTA clear?– Is it easy it navigate?

#2 – Make sure your landing pages

render properly



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Test #2 – the Mobile Site

was our worst performing test!

#3 – Mobile Site does not automatically = success



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• Is your mobile site built with best practices?– Keep it simple– Focus on conversion– Use mobile features, like click to call– Think “tap-able” not “click-able”– Use vertical navigation– Page size & load time matters

#5 – Use mobile website best

practices



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• 64% of smartphone owners are now using their mobile devices to shop online (Source: eDigitalResearch and Portaltech Reply, 2012)

• 74% of smartphone owners used their devices to get directions and other location-related information as of February 2012 — up from 55% last May (Source: Pew Research Center, 2012)

• 50% of smartphone shoppers use a GPS/mapping app to find a retail location; 44% access the site of a retailer where they typically shop; 34% downloaded a retailer’s app; and an equal number (24%) search for a coupon to use at checkout or use a barcode-scanning app to comparison shop (Source: Nielsen, 2012)

#6 - Know the mobile audience

http://www.theretailbulletin.com/news/mcommerce_quadruples_in_two_years_24-05-12/

http://www.mediapost.com/publications/article/174456/pew-use-of-location-services-up-on-smartphones.html?edition=46767

http://www.mediapost.com/publications/article/173813/mobile-devices-gain-as-shopping-tools.html?edition=46395



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• Do you have store locations?

• Will they need directions

• Do you offer coupons?

• Will they be doing research?

• Will they want to speak with someone right now?

#7 - Know YOUR audience



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People are likely to be in a phone call mindset.

Our most successful test by far was Call Only!

#8 – Don’t forget the obvious



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Focus on the short tail not long tail

Remember the “fat finger” syndrome: Include Broad or MBM

#9 – Go Against Desktop Best

Practices



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• Limited space = competitive• Have seen most success in

positions 1 - 2• Use the AdWords Keyword Tool

to get an idea for a starting CPC

#10 – Don’t assume you’ll have cheaper

CPCs



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• Use the Keyword Tool to get an idea of how much Mobile traffic you can expect versus Desktop– Example: Mobile is expected to have about 35% of volume Desktop

• Over last 30 days let’s say I’ve spent $10K on the Desktop terms, which is ~$327/day– A good starting budget for Mobile will be ~$115/day

#11 – Don’t set your budget too low



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That was A LOT.



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If you remember only 1 thing from this …



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Test.Test.

And Then …



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Test Some More.



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Email me: [email protected] me on Twitter: @crystala

Ask Me Anything!

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