Acquisio summit-2012-mobile-anderson
-
Upload
crystal-anderson -
Category
Business
-
view
183 -
download
2
description
Transcript of Acquisio summit-2012-mobile-anderson
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer logo
(Remove if not needed)
© Copyright Acquisio 2012#ACQsummitAcquisio User Summit 20121
A Mobile Case StudyTips Tricks & Lessons Learned
Crystal (Anderson) O’NeillSEER Interactive
@Crystala
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
© 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
© Copyright Acquisio 2012#ACQsummitAcquisio User Summit 20123
Replace area with partner/customer
logo(Remove if not
needed)
© Copyright Acquisio 2012#ACQsummit
First - A Look Back at Mobile ….
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
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 …
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 20125 © Copyright Acquisio 2012
• January 2010 – Click to Call for mobile introduced for local businesses
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 20126 © Copyright Acquisio 2012
• March 2010 – Click to Call for rolled out to national advertisers through phone extensions
© Copyright Acquisio 2012#ACQsummitAcquisio User Summit 20127
Replace area with partner/customer
logo(Remove if not
needed)
© Copyright Acquisio 2012#ACQsummit
Let’s get to the good stuff!Case study: Importance of testing with Mobile
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 20128 © Copyright Acquisio 2012
The background …
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 20129 © Copyright Acquisio 2012
• Industry: Entertainment– Psychics
• Conversion: New Customer Purchase– Online 40%– Phone 60%
• Targeted: Full Browser Mobile Devices
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201210 © Copyright Acquisio 2012
• Regular Landing Pages– March 2010 – May 2010
Test #1
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201211 © Copyright Acquisio 2012
– Overall CPA for Mobile was 28% lower than the overall Desktop CPA during this time
Regular Landing Page Results …
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201212 © Copyright Acquisio 2012
Test #2
• New Mobile Site– June 2010 – October 2010
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201213 © Copyright Acquisio 2012
Mobile Site Results …
– Overall Mobile CPA increased 104%– Overall Mobile CPA was 13% higher than
the Overall Desktop CPA
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201214 © Copyright Acquisio 2012
Test #3
• Mobile Site + Phone Extensions– November 2010 – February 2011
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201215 © Copyright Acquisio 2012
Mobile Site + Phone Extension Results …
– Overall Mobile CPA decreased 30%– Overall Mobile CPA was 23% lower than overall
Desktop CPA
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201216 © Copyright Acquisio 2012
Test #4
• Call Only– March 2011 – June 2011
February 2011 Results
June 2012 Results
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201217 © Copyright Acquisio 2012
Call Only Results …
– Overall Mobile CPA decreased 22%– Overall Mobile CPA was 29% lower than
our overall Desktop CPA
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201218 © Copyright Acquisio 2012
Let’s Recap …
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201219 © Copyright Acquisio 2012
Mobile site did not do so wellMobile site + phone extensions rockedCall only really rockedRegular landing pages did well
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201220 © Copyright Acquisio 2012
Out of all our tests, Call Only was the most successful …
Despite having landing pages
and
Despite having a mobile site
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201221 © Copyright Acquisio 2012
Just for fun - the long term results …
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201222 © Copyright Acquisio 2012
• Have increased Mobile budget 646% year over year with conversions increasing even greater
Continued to see results …
© Copyright Acquisio 2012#ACQsummitAcquisio User Summit 201223
Replace area with partner/customer
logo(Remove if not
needed)
© Copyright Acquisio 2012#ACQsummit
Here’s what we learned
after the tests …
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201224 © Copyright Acquisio 2012
Test #1 - Directing to ‘regular landing pages’ and
Test #4 - Call Only were the most successful!
#1 – You don’t need a mobile site!
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201225 © Copyright Acquisio 2012
• 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
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201226 © Copyright Acquisio 2012
Test #2 – the Mobile Site
was our worst performing test!
#3 – Mobile Site does not automatically = success
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201227 © Copyright Acquisio 2012
• 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
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201228 © Copyright Acquisio 2012
• 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
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201229 © Copyright Acquisio 2012
• 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
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201230 © Copyright Acquisio 2012
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
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201231 © Copyright Acquisio 2012
Focus on the short tail not long tail
Remember the “fat finger” syndrome: Include Broad or MBM
#9 – Go Against Desktop Best
Practices
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201232 © Copyright Acquisio 2012
• 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
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201233 © Copyright Acquisio 2012
• 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
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201234 © Copyright Acquisio 2012
That was A LOT.
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201235 © Copyright Acquisio 2012
If you remember only 1 thing from this …
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201236 © Copyright Acquisio 2012
Test.Test.
And Then …
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201237 © Copyright Acquisio 2012
Test Some More.
© Copyright Acquisio 2012#ACQsummit
Replace area with partner/customer
logo(Remove if not
needed)
Acquisio User Summit 201238 © Copyright Acquisio 2012
Email me: [email protected] me on Twitter: @crystala
Ask Me Anything!