#SMX #25c @erinsagin

By Erin Sagin (with the help of Data Scientist, Mark Irvine)

DOMINATING MOBILE PPC: 3 TIPS TO 3X YOUR CONVERSIONS

#SMX #25c @erinsagin

PPC Evangelist & Community Manager at WordStream

Has specialized in Paid Search for 4 Years

“From” Boston, Massachusetts

MEET ERIN

#SMX #25c @erinsagin

I’m a nomad!

#SMX #25c @erinsagin

Fun Fact! I moonlight as a bartender!

#SMX #25c @erinsagin

Brace yourselves.

#SMX #25c @erinsagin

HEY GUYS – 2015 is the year of mobile!

#SMX #25c @erinsagin

The problem is, most of us suck at it.

#SMX #25c @erinsagin

Mobile Conversion Rates

are CONSISTENTLY lower than their desktop/tablet counterparts!

#SMX #25c @erinsagin

#SMX #25c @erinsagin

ERIN’S TOP 3 TIPS FOR MOBILE PPC DOMINATION

#SMX #25c @erinsagin

MOBILE PROBLEM #1: YOU’RE USING A ONE-SIZE FITS ALL STRATEGY

#SMX #25c @erinsagin

#SMX #25c @erinsagin

#SMX #25c @erinsagin

Mobile is a different playing field.

#SMX #25c @erinsagin

SEARCH IMPRESSION SHARE, BY DEVICE

It’s twice as hard to get your ad on the mobile SERP.

Wordstream Study across 1,200 SMB accounts.

#SMX #25c @erinsagin

Mobile ads are less likely to be shown even in position 1

Below position 2, forget about it

No accounts had mobile position below 4

MOBILE COMPETITION IS FIERCE

Mobile ad real estate is limited

#SMX #25c @erinsagin

IT’S EASY TO BELIEVE WHAT YOU WANT TO

#SMX #25c @erinsagin

OK, BE HONEST Who DOESN’T feel 100% confident

measuring offline/cross-device conversions?

#SMX #25c @erinsagin

Most of us are playing a mobile guessing game.

#SMX #25c @erinsagin

SOLUTION #1: CUT YOUR LOSSES; NIX YOUR NON-CONVERTERS

#SMX #25c @erinsagin

LET’S DO MATH!

Viewed Mobile Ads

Visited Landing PageCaptured Lead

$ CLOSED DEAL! $

Conversion Rate = (Captured Leads / Website Visitors) x 100%

Cut out pricey, useless

impressions/clicks!

#SMX #25c @erinsagin

UNDERSTAND WHAT’S WORKING

#SMX #25c @erinsagin

HIGH PURCHASE INTENT KEYWORDS

Color!

Style! Brand!

Size!

I have my wallet

out!

Emergency !

#SMX #25c @erinsagin

HOW TO PRIORITIZE THESE KEYWORDS High-Intent Terms Organize in separate campaigns Assign specific budgets/CPA goals Use higher bid modifiers

Low-Intent Terms Reduce bids or eliminate mobile

presence altogether using -100% mobile bid modifier

#SMX #25c @erinsagin

AND NOW YOU HAVE EXTRA CA$H!

#SMX #25c @erinsagin

Adjust bids for informational

keywords

Invest in other tactics with higher

conversion rates Pizza!

#SMX #25c @erinsagin

MOBILE PROBLEM #2: SEARCHERS LOSE FOCUS QUICKLY

#SMX #25c @erinsagin

#SMX #25c @erinsagin

WHO HAS A LONGER ATTENTION SPAN?

9seconds

8seconds

A GOLDFISH MY BOSS, LARRY

#SMX #25c @erinsagin

LARRY’S PHONE IS A MINEFIELDIn the time in took me to search for a local pizza joint, Larry’s phone got: 4 Twitter notifications 2 LinkedIn notifications 6 emails 1 Facetime call 1 re-engagement notification

(from WordStream’s BRAND NEW App)

#SMX #25c @erinsagin

NOW ADD IN EXTERNAL FACTORS

#SMX #25c @erinsagin

How the heck has Larry ever completed a purchase on his iPhone?!

#SMX #25c @erinsagin

SOLUTION #2: ENGAGE SEARCHERS DIRECTLY FROM THE SERP

#SMX #25c @erinsagin

Use unique ad copy to encourage the searcher to take an action.

#SMX #25c @erinsagin

SPEAK TO A MOBILE AUDIENCE Keep language

short & sweet Common themes

of the best mobile preferred ad copy included “Mobile” or “Phone” specific language

#SMX #25c @erinsagin

UTILIZE AD EXTENSIONS

#SMX #25c @erinsagin

APP EXTENSIONS

#SMX #25c @erinsagin

CALL EXTENSIONS

#SMX #25c @erinsagin

PHONE CALLS = HOT LEADS

Calls worth 3x more than clicks to the landing page!

#SMX #25c @erinsagin

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CALL ONLY CAMPAIGNS*Pro-tip:

Bypass your mobile landing

pages altogether!

#SMX #25c @erinsagin

NEW! MOBILE AD FORMATS

#SMX #25c @erinsagin

FIND A HOTEL ROOM!

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GET A CREDIT CARD!

#SMX #25c @erinsagin

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Let’s take a glimpse into the future.

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THE BUY BUTTON

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MOBILE PROBLEM #3: YOUR LANDING PAGES SUCK

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WE BUILT THESE CRAPPY LANDING PAGES ON PURPOSE?!?!

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BECAUSE MOBILE IS SLOW

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BECAUSE MOBILE SCREENS ARE SMALL

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BECAUSE PEOPLE ARE DUMB

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% WHO SWITCHED TO FULL SITE

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CONVERSION RATES: MOBILE SITE VS. FULL SITE ON MOBILE

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SOLUTION #3: SHAKE UP YOUR MOBILE LANDING PAGES

#SMX #25c @erinsagin

THERE’S NO RECIPE FOR THE PERFECT MOBILE LANDING PAGE

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E-COMMERCE: ASOS

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LONG SALES CYCLE: BLINDS.COM

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LEAD GEN: GRUBER LAW

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Test, test, test!

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THE USER IS DRUNK TESTWatch Squareweave’s here:

bit.ly/1fKSAc0

#SMX #25c @erinsagin

SO GUYS, LET’S GET DRUNK

#SMX #25c @erinsagin

AND ORDER A PIZZA

#SMX #25c @erinsagin

THE USER IS DRUNK – DOMINO’S TEST1. Your attention to detail is…

impaired2. Your vision isn’t quite

20/203. You’re more apt to give up4. You’re drunk, not dumb

Verdict: Domino’s has done a pretty good job…but I’d still rather just text an emoji

Ugh, another barrier. This does not feel seamless.

Dom didn’t deny me my options!

#SMX #25c @erinsagin

NOT ALL PHONES ARE CREATED EQUAL

#SMX #25c @erinsagin

Moral of the story? Get your friends drunk and break out your mobile landing pages.

#SMX #25c @erinsagin

Cut your losses - nix your non-converters Engage your searcher from directly within

the SERP Revamp your mobile landing pages

ERIN’S TIPS FOR MOBILE PPC DOMINATION

#SMX #25c @erinsagin

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016