how to recognize the differences (and the potential) of mobile ppc ads

MARCH 5, 2015

RECOGNIZING THE DIFFERENCES (AND THE POTENTIAL) OF MOBILE Jake Stewart

Sr. Product Manager

@BuyerPath

searchmarketingexpo.com

@BuyerPath #SMX #31B

• Mobile Differences • Mobile Form Factor

• Mobile Ad Formats

• Mobile User Behavior

• Optimization Strategies • Tailor Mobile Ad Content

• Optimize Mobile User Experience

• Set Bid Parting Rates

Agenda



Mobile Differences



Mobile Form Factor

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10%

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Search Impression Share by Device1

Computer

Tablet

Mobile

Sources 1. The Bing Ads Mobile PPC Roadmap



• New mobile-friendly tag on Google

• According to Google, they are “experimenting with using the mobile-friendly criteria as a ranking signal.”1

Mobile Form Factor

Sources 1. Google Webmaster Central Blog



• Mobile ad formats are different from their counterparts on other devices

Mobile Ad Formats

Desktop

Mobile



• Product Listing Ads scroll, rather than being laid out in a matrix

• In Q4 2014 Google increased the mobile carousel depth from 7 to 9-10 products (when available)

Mobile Ad Formats



• Mobile ads feature different calls-to-action, tailored for the mobile user

Mobile Ad Formats

Call Extension Location Extension



• Mobile engagements typically last 80% as long as interactions with a website on a desktop1

• 42% of people made a mobile payment in 2014 (up from just 17% in 2012)2

Users respond to mobile, but advertisers have a limited amount of time to convert their interest into a transaction

Mobile User Behavior

Sources 1. Smashing Magazine. “Designing a Better Mobile Checkout Process.” 2. Lightspeed Research poll



• 90% of consumers use more than one device to complete an action1

• 65% of those cross-device journeys begin on a mobile device1

• 45% of offline sales are influenced by online advertising2

The impact of mobile may not be evident through raw performance data alone, so advertisers must account for this when planning their mobile investment

Mobile User Behavior

Sources 1. Sterling Brands and IPSOS study. 2. Forrester Research Web-Influenced Retail Sales Forecast



Optimization Strategies



• Use mobile-preferred ads with content tailed for mobile users • For example, retailers can highlight an easy mobile check-out process; other

advertisers can promote similar benefits of their online experience

Tailor Mobile Ad Content

Case in Point1

One leading Sporting Goods Retailer saw a 443% increase in CTR with mobile-preferred ad text highlighting mobile-friendly purchasing

Sources 1. Adlucent case study



• As of last October, Google began to selectively show ad extensions instead of Description Line 2 ad copy


Past Current



• Enable mobile-specific ad extensions (call extensions and map extensions)

Case in Point1

Wordstream found that “mobile calls convert at a rate 3X higher than desktop ad clicks.”


Sources 1. Wordstream blog



• Retailers with a physical presence should use Local Inventory Ads

Case in Point1

An Adlucent client participating in the Google Store Visits beta saw a 6.8% visit rate from Local Inventory Ads, resulting in thousands of in-store customer visits per month.1


Sources 1. Adlucent study



• Have a website that follows mobile-friendly usability criteria: • Avoid software that is not common on mobile devices, like Flash

• Use text that is readable without zooming

• Size content to the screen so users don’t have to scroll horizontally or zoom

• Place links far enough apart so the correct one can be easily tapped

67% of mobile users say that when they visit a mobile-friendly site they are more likely to visit buy a product or service from it1

Optimize Mobile User Experience

Sources 1. Google Mobile Ads Blog



• Simplify mobile conversion process (easier checkout process, click-to-call, email sign-ups)

Case in Point1

• A recent study showed that online merchants who integrated PayPal Express Checkout “saw a 15% increase in total customer spend1.”

• Similarly, a Google Wallet case study demonstrated a 100% increase in mobile CVR for NewEgg2.


Sources 1. Nielsen Online Buyer Insights. 2. Google Wallet case study.



• Test mobile landing pages to optimize engagement

Case in Point1

A mobile-specific landing page test produced a 5.1% increase in RPC when users were shown links to multiple product categories


Control Test

Click for Offer

Exclusive Discount

available on this visit

25% Off 1 Item Now




• To get the most out of mobile ad campaigns, bid parting rates must be set to accommodate cross-device conversions

• Use Google Estimated Cross-Device Conversions to approximate the impact of mobile advertising

Set Bid Parting Rates



• Recommended bid parting calculation using Google Estimated Conversion data:

𝐸𝑠𝑡 𝑇𝑜𝑡𝑎𝑙 𝐶𝑜𝑚𝑝𝑢𝑡𝑒𝑟 & 𝑇𝑎𝑏𝑙𝑒𝑡 𝐶𝑃𝑂 − 𝐸𝑠𝑡 𝑇𝑜𝑡𝑎𝑙 𝑀𝑜𝑏𝑖𝑙𝑒 𝐶𝑃𝑂

𝐸𝑠𝑡 𝑇𝑜𝑡𝑎𝑙 𝑀𝑜𝑏𝑖𝑙𝑒 𝐶𝑃𝑂 × 100




• Re-evaluate your mobile bid parting rates regularly: • Quarterly, at least (mobile is growing rapidly so performance is likely to

change over time)

• Prior to peak seasonal periods

• Before the holidays

• Account for “micro-seasonality:” days like Black Friday when mobile shopping is likely to increase dramatically




• Mobile use leads to local (shopping) offline engagement

Case in Point1

Adlucent measured the impact smartphones had on in-store visits for a major retailer with over 200 stores nationwide. Results showed impressive user engagement:

• 5.4% of mobile ad clicks led to store visits

• 3.7X more transactions measured with mobile-influenced in-store sales

• 405% better mobile ROAS





• Use geo bid parting to capture mobile users and encourage visits to local stores • Increase bid modifiers in areas surrounding brick-and-mortar locations to

encourage visits

• Conversely, pureplay online advertisers may wish to increase mobile modifiers for rural areas where local options are limited


how to recognize the differences (and the potential) of mobile ppc ads

Marketing

mobile device1

mobile users

mobile user mobile ad

impact of mobile

mobile payment

b mobile ads

b mobile engagements

b mobile ad formats