Your Mobile PPC Sucks (But It Doesn't Have To!) - SMX Advanced 2016 // SMX East 2016
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Transcript of Your Mobile PPC Sucks (But It Doesn't Have To!) - SMX Advanced 2016 // SMX East 2016
#SMX #XXA @MaddieMarketer
Director of Paid Search at Point It Digital Marketing
Based here in Seattle, WA!
Oversee $35M+ in Yearly Media
Global SEM Program Lead 20 Person Team 30 Languages 60 Markets
2015 US Search Award “Young Search Professional”
WHO AM
I?
#SMX #XXA @MaddieMarketer
Oh, and I searched far & wide
for some great“angry at phone”
stock photos…
#SMX #XXA @MaddieMarketer
Feb 2015
Apr 2015
Feb 2016
Mar 2016
May 2016
June
2016
Enhanced campaigns announced
Enhanced campaigns
forced migration
Call-Only Campaigns
launched (2/20)
“Mobilegeddon”Algo Update
(4/22)
Feb 2013
July 2013
Sidebar Ads Removed
(2/19)
Gboard for iOSlaunched
(5/12)
Google Summit (5/24)• Extended Text Ads• Responsive Display Ads• Bid Adjustments by Device!• Local Search Ads
Mobile Friendly 2Algo Update
(5/12)
New AdWordsUI announced
3/28
Google Mobile-Friendly
Website Tool (6/2)
#SMX #XXA @MaddieMarketer
Number of Mobile devices has surpassed
Desktop
Mobile search volumehas also surpassed
Desktop
#SMX #XXA @MaddieMarketer
I could throw stats at you all day.
We all know that mobile is important
AND YET…
#SMX #XXA @MaddieMarketer
Should I test targeting mobile in PPC?
“We aren’t optimized for mobile”
“Our customers don’t use mobile”
“We can’t prioritize mobile right now”
“We don’t need mobile to drive growth”
OH MY GODTURN IT OFF!WE’RE NEVER TARGETING
MOBILE AGAIN
“We don’t have mobile-specific products”
Mobile performance not exactly equal to
Desktop
SURE! NOPE
#SMX #XXA @MaddieMarketer
WHEN I SEE MY
MOBILE CPA
YOUR MOBILE PPC
DOES SUCKBut your
conclusions & assumptions are wrong!
#SMX #XXA @MaddieMarketer
What’s going with mobile in your industry?
TRAVEL ELECTRONICS
E-COMMERCE
B2B
In 2015, conv rates
grew +88% on mobile
travel sites
(Google MicroMoments)
Mobile’s influence is 4.6x
its role as a sales channel
forelectronics
(Google AdWords mLab Study)
Mobile e-Commerce
is growing 300x
faster than
e-Commerce(Coupofy Study)
34% of executives
didn’t purchase
because of anon-mobile
friendly interface
(Google & Forbes Insights)
#SMX #XXA @MaddieMarketer
How about outside of our US bubble?Countries like
Spain, Singapore, Japan, South Korea,
& Chinaexpect to find you
on a mobile device
Because most ONLY use a
mobile device!
#SMX #XXA @MaddieMarketer
Have you automatically opted out?
+20% revenue growthFor one of our
beauty brand clients,mobile PPC set up took
only 1 hour…
#SMX #XXA @MaddieMarketer
Think you’re “too big” to worry about mobile?
Enterprise clientdecided to test mobile
Sure, mobile only added +5% liftBut who wants to
tell their boss they missed out on $4M in revenue??
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
95%
5%
Desktop/TabletMobile $3.7M
inadditional revenue
#SMX #XXA @MaddieMarketer
Or maybe “too small” to do mobile right?
Small insurance client, competing with big fish!Decided to test opening up
mobile bid modifiers beyond -90%
Before After
7.9%
25.5%
Before After
3.6%
4.7%
Before After
11
99 CTR up+223
%
CVR up+31%
Conv up+800%
!
#SMX #XXA @MaddieMarketer
Peak into Google Analytics…
Mobile assisted in 40% of total conversions, but only got credit for
29%It also assisted in $13K in
revenue that it didn’t get last-click credit for
#SMX #XXA @MaddieMarketer
The people aren’t different, but the need is!
THE BROWSER
THE RESEARCHER
THE ON-THE-GOER
THE FRANTIC
THE LOYALIST
#SMX #XXA @MaddieMarketer
Look to search intent & trending queries
42% of searchers have started
using voice searchin the last 6 months
#SMX #XXA @MaddieMarketer
Don’t underestimate the power of local search
Searches containing “near
me” haveDOUBLED
in just the last year
#SMX #XXA @MaddieMarketer
Oh, and don’t rule out those purchase-intent searches!
52% of shoppers plan to use
a smart phone for holiday shopping
before visiting a store
82% will consult their phone
while in a store
#SMX #XXA @MaddieMarketer
We can’t track everythingCross-device conversions are still only estimates…
Online to offline is still a black hole…
Signed-in users only gets us a certain percentage of the audience…
Beacons are being used, but aren’t widely adopted…
Mobile makes marketers’ lives HARDER! UGH!But we can’t igore it. It makes searchers lives’ EASIER
#SMX #XXA @MaddieMarketer
Leverage third-party bidding tools!Is your bidding tool
adjusting mobile bid modifiers?
At what frequency?
Can budget & performance projections be done for
mobile specifically?
What is your tool’s timeline for supporting the return of
device-specific bids?
#SMX #XXA @MaddieMarketer
The mobile-preferred ad must-haves
LINK ‘EM
SEPARATE ‘EM
LOAD ‘EM
REMIND ‘EM
Use them mobile sitelinks!
Key details in Headline & DL1
End DL1 with punctuation
Use m. or /mobile in
Display URLs
#SMX #XXA @MaddieMarketer
The mobile-preferred ad must-haves
LINK ‘EM
SEPARATE ‘EM
LOAD ‘EM
REMIND ‘EM
Use them mobile sitelinks!
Key details in Headline & DL1
End DL1 with punctuation
Use m. or /mobile in
Display URLs
#SMX #XXA @MaddieMarketer
I AM STUPID, MAKE IT EASY FOR ME
“A drunk person should be able to convert on your
mobile site”
- Erin Sagin, Wordstream
#SMX #XXA @MaddieMarketer
The mobile landing page must-haves
SHORT PATHS
EASY ENTRY
SHORT FORMS
SPEEDY LOAD
The fewer steps to convert, the
better!
Only the absolutely necessary
Adjust <input type=
in form code
Slow page load? I’M BOUNCIN’
#SMX #XXA @MaddieMarketer
Up to 90%
of consumers’ monthly mobile time is spent in
apps(Flurry Analytics Study)
No, but really, people love mobile apps…
#SMX #XXA @MaddieMarketer
Or how about a whole campaign!
Mobile App Engagement Campaigns
(Android Search)