By Erin Sagin (with the help of Data Scientist, Mark Irvine) DOMINATING MOBILE PPC: 3 TIPS TO 3X YOUR CONVERSIONS
PPC Evangelist & Community Manager at WordStream Has specialized in Paid Search for 4 Years “From” Boston, Massachusetts MEET ERIN
I’m a nomad!
Fun Fact! I moonlight as a bartender!
HEY GUYS – 2015 is the year of mobile!
The problem is, most of us suck at it.
Mobile Conversion Rates are CONSISTENTLY lower than their desktop/tablet counterparts!
ERIN’S TOP 3 TIPS FOR MOBILE PPC DOMINATION
MOBILE PROBLEM #1: YOU’RE USING A ONE-SIZE FITS ALL STRATEGY
Mobile is a different playing field.
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.
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
IT’S EASY TO BELIEVE WHAT YOU WANT TO
OK, BE HONEST Who DOESN’T feel 100% confident measuring offline/cross-device conversions?
Most of us are playing a mobile guessing game.
SOLUTION #1: CUT YOUR LOSSES; NIX YOUR NON-CONVERTERS
LET’S DO MATH! Viewed Mobile Ads Visited Landing Page Captured Lead $ CLOSED DEAL! $ Conversion Rate = (Captured Leads / Website Visitors) x 100% Cut out pricey, useless impressions/clicks!
UNDERSTAND WHAT’S WORKING
HIGH PURCHASE INTENT KEYWORDS Color! Style! Brand! Size! I have my wallet out! Emergency !
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
AND NOW YOU HAVE EXTRA CA$H!
Adjust bids for informational keywords Invest in other tactics with higher conversion rates Pizza!
MOBILE PROBLEM #2: SEARCHERS LOSE FOCUS QUICKLY
WHO HAS A LONGER ATTENTION SPAN? 9 seconds 8 seconds A GOLDFISH MY BOSS, LARRY
LARRY’S PHONE IS A MINEFIELD In 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)
NOW ADD IN EXTERNAL FACTORS
How the heck has Larry ever completed a purchase on his iPhone?!
SOLUTION #2: ENGAGE SEARCHERS DIRECTLY FROM THE SERP
Use unique ad copy to encourage the searcher to take an action.
SPEAK TO A MOBILE AUDIENCE Keep language short & sweet Common themes of the best mobile preferred ad copy included “Mobile” or “Phone” specific language
UTILIZE AD EXTENSIONS
PHONE CALLS = HOT LEADS Calls worth 3x more than clicks to the landing page!
CALL ONLY CAMPAIGNS *Pro-tip: Bypass your mobile landing pages altogether!
NEW! MOBILE AD FORMATS
FIND A HOTEL ROOM!
GET A CREDIT CARD!
Let’s take a glimpse into the future.
THE BUY BUTTON
MOBILE PROBLEM #3: YOUR LANDING PAGES SUCK
WE BUILT THESE CRAPPY LANDING PAGES ON PURPOSE?!?!
BECAUSE MOBILE IS SLOW
BECAUSE MOBILE SCREENS ARE SMALL
BECAUSE PEOPLE ARE DUMB
% WHO SWITCHED TO FULL SITE
CONVERSION RATES: MOBILE SITE VS. FULL SITE ON MOBILE
SOLUTION #3: SHAKE UP YOUR MOBILE LANDING PAGES
THERE’S NO RECIPE FOR THE PERFECT MOBILE LANDING PAGE
LONG SALES CYCLE: BLINDS.COM
LEAD GEN: GRUBER LAW
Test, test, test!
THE USER IS DRUNK TEST Watch Squareweave’s here: bit.ly/1fKSAc0
SO GUYS, LET’S GET DRUNK
AND ORDER A PIZZA
THE USER IS DRUNK – DOMINO’S TEST Your attention to detail is…impaired Your vision isn’t quite 20/20 You’re more apt to give up 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!
NOT ALL PHONES ARE CREATED EQUAL
Moral of the story? Get your friends drunk and break out your mobile landing pages.
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