Think You've Got Mobile PPC Figured Out? Think Again! By Margot Da Cunha
-
Upload
search-marketing-expo-smx -
Category
Mobile
-
view
300 -
download
0
Transcript of Think You've Got Mobile PPC Figured Out? Think Again! By Margot Da Cunha
#SMX #14C @ChappyMargot
Meet Margot• I’m a PPC Expert at WordStream
• Background in PPC, social media, & content creation
• Fun fact: My childhood ambition was to work at McDonalds
#SMX #14C @ChappyMargot
15% of Searches on Google are Unique and Have Never Been Searched Before – Jerry Dischler, Google
#SMX #14C @ChappyMargot
50% of Car & Automotive Searches Happen on Mobile
50 50
69% of Travel Research is Done While Waiting or
Commuting
#SMX #14C @ChappyMargot
175% Growth in Shopping Searches on Mobile in First 5 Months of the Year
48% Growth in Mobile Finance Searches
#SMX #14C @ChappyMargot
Google’s Improving it’s Mobile UX so searchers can do more, faster, through the SERPs
#SMX #14C @ChappyMargot
Ad Type Mobile CTR
Mobile CVR
Not device specific 2.66% 2.98%
Mobile preferred ads 3.40% 7.18%
Mobile Preferred Ad Best Practices:
• Short & sweet
• Speak to the on-the-go searcher
• Ensure your headline can stand on its own
• Ad extensions, duh
#SMX #14C @ChappyMargot
Sitelink Extensions = 20% CTR Increase
Call Extensions = 15% CTR Increase
Location Extensions = 15% CTR Increase
#SMX #14C @ChappyMargot
CTR Drops 116% from position 1 to 2
You’re 2x less likely to show for
mobile vs. desktop searchers
#SMX #14C @ChappyMargotTAKEAWAY: You Would be Better Off Sending People to Your Full Site
% WHO SWITCHED TO FULL SITE
33%
36% 29%
#SMX #14C @ChappyMargot
“UPDATE: A Google spokesperson confirmed this is a small test they are currently running but there are currently no plans to add this to AdWords
ads,” - Jennifer Slegg, SEM POST
#SMX #14C @ChappyMargot
CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE!
Desktop Search Conversion Funnel
Mobile Conversion Funnel
1.Sees Ad
2.Clicks On Ad
3.Visits Website Landing Page
4.Lead Captured
1.Sees Ad
2.Calls Business
3.Lead Captured
3% Average Conversion Rate! No Leaky
Landing Page!!
#SMX #14C @ChappyMargot
Let’s Recap!
Mobile Keyword Targeting is Dying!
• Implement NEW Dynamic Search Ads
Mobile Conversion Rates Suck • NEW mobile ad formats, add ad extensions, be #1!!!
Mobile Landing Pages Suck • Stick to your desktop if need be OR get rid of the LP all together w/ call-only
Problem Solution