3x Your ROI with these Mobile Hacks
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www.wordstream.com/learn#wordstream @ErinSagin
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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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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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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 (!!)
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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
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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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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
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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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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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