increase conversions & maximize your roi with mobile search

04/08/2023 Dealer.com - All Rights Reserved 1

MAXIMIZE YOUR

SearchFest 2012 Hashtag: #SearchFest

Twitter: @BrianAllenJones

LinkedIn: /in/brianallenjones

Email: [email protected]

ROI WITHMOBILE SEARCH

INCREASECONVERSIONS&


Mobile is BIG

Source 1. searchengineland.com, Sept . 2010

Source 2. Mary Meeker Report – Economy & Internet Trends 10/20/09

Source 3. Juniper Research, 08/09

75M US adults go online via mobile devices with over 1/2 of them going online via their mobile device at least 1x/day 1

Mobile web adoption is ramping up 8x faster than the desktop web did in the mid 1990s 2

Total ad spend on mobile to rise from $1.4B in 2009 to $6B in 2014 3


Yeah, Yeah, Yeah…We Have Heard This Before

So Why if Mobile is so Big are so Many Companies Doing Nothing?

Do You Have a Mobile Strategy?

Have You Implemented a Mobile Strategy?

How Often Do you Test Mobile?


The Hypothesis

Simple Right?

So, we (Dealer.com) posed the question: Do results change when search marketers separate their mobile and desktop search

campaigns?


The Test

• Separate Campaigns

Phase I• Separate Campaigns• Increase Max CPC Bid 50%Phase II• Separate Campaigns• Increase Max CPC Bid 50%• Mobile Specific Ad TextPhase III


Why Test Ad Copy?


Mobile Ad Copy vs. Desktop


Mobile Ad Copy Best Practices

1. Highlight Click to Call Functionality

2. Mention The Fact The User & Site is on a Mobile Device/Site

3. Add Local Specific Ad Text

4. Include Immediate Calls To Action

• Find Directions or Store Nearby

• Call

• Find Coupons

1 in 3 Mobile Search Queries Have Local Intent


Mobile Ad Formats


Why Increase Bids?


Mobile Bidding Best Practices

1. Bid Separately on Mobile

2. Max of Five Ad Spots vs. 10 Ad Spots on Desktop

3. Consider Bidding 2x Your Desktop Bids

Click thru rates on mobile devices are 37% more than desktop


Mobile Budget Best Practices


Why Mobile Landing Pages?


Mobile Landing Page CRO Strategy

1. Easy of Use/Simplicity

2. Mobile Video Integration

3. Mobile Call Tracking

4. Call Focus

5. Reduced Navigation

6. Mobile Specific Analytics

7. Mobile Specific Design


Mobile Landing Pages Best Practices

1. Keep it Simple

2. Don’t Use Flash

3. Put The Most Important Information at the Top

4. If Users Must Scroll Have Them Scroll Down, Not Across

5. Minimize Content

6. Minimize Load Time

7. Provide a Link to the Desktop Version


The Results

Im-pres-sions

Clicks CTR Cost Ph Leads

Form Leads

Total Leads

CPL CR

-30.0%

-20.0%

-10.0%

0.0%

10.0%

20.0%

30.0%

40.0%

Phase I

While separating the campaigns by device actually seemed to decrease impression count Key Performance Indicators including conversion rate , particularly phone conversions, seemed to

increase to produce a more efficient overall campaign in terms of Cost Per Lead.


Im-pres-sions


Form Leads

Total Leads

CPL CR

-25.0%

-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

Phase II

Again, while separating the campaigns by device actually seemed to decrease impression count, unlike Phase 1, clicks also decreased but the decrease in clicks did not out-weight the decrease in

impressions and a higher CTR was still attributed to Phase II than baseline. As in Phase I, Key Performance Indicators including CTR and conversion rate combined to produce a more efficient

overall campaign in terms of Cost Per Lead.

The Results


Im-pres-sions


Form Leads

Total Leads

CPL CR

-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

Phase III

Again, while separating the campaigns by device actually seemed to decrease impression count, unlike Phase 1, clicks also decreased but the decrease in clicks did not out-weight the decrease in

impressions and a higher CTR was still attributed to Phase II than baseline. As in Phase I, Key Performance Indicators including CTR and conversion rate combined to produce a more efficient

overall campaign in terms of Cost Per Lead.

*Note: During Phase III of testing, Dealer.com experienced a-typical, technical issues with our premium paid search advertising tool, Total Control DOMINATOR (TCD). This could have, and likely did impact results. The Results


Key Takeaway’s

1. Managing mobile and desktop search campaigns separately has significant impact on results.

2. Despite global trends such as decreases in impressions and clicks, dealers generally experienced improvements in CTR, phone leads, CR, and overall number of leads - not to mention a decrease in CPC.

The exception is, of course, evidenced in Phase III (the results of which, as previously mentioned, could have been swayed negatively by internal system errors).


Case study with more details can be found at http://www.dealer.com/blog/2012/february/23/maximize-

your-roi-from-search-campaigns.htm


What You Can Do

1. Create separate mobile and desktop search campaigns.

2. If you don't have a mobile site - get one. You're missing a lot of valuable opportunities.

3. Make sure all campaigns are call-tracking enabled. Mobile users are much more likely to call than fill out a web form.

4. Bid appropriately on keywords and test ad copy according to best practices.

Consider overall budget within a campaign. If a campaign budget is not significant splitting campaigns, and thus budgets could have a negative

impact. Consult with your search specialist on this topic.


Mobile Search Best Practices

1. Similar to desktop best practices

2. Strong mobile call to action

3. Be aggressive when bidding on mobile

4. Use click-to-call

5. Use click-to-download

6. Leverage analytics

7. Ensure landing pages are mobile-friendly


Tracking & Performance Tips


Quick 1:26 Video…I Promise

http://www.youtube.com/embed/9GalBu_cEkM


Twitter @BrianAllenJones

LinkedIn: linkedin.com/in/brianallenjones

Email: [email protected]

Questions

increase conversions & maximize your roi with mobile search

Documents

mobile devicesite3

mobile torise

mobile ad copy

mobile ad formats

mobile specific analytics7

mobile specific ad text2272012

mobile search queries

mobile devices are37