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DOMINATING MOBILE PPC: 3 TIPS TO 3X YOUR CONVERSIONS

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By Erin Sagin (with the help of Data Scientist, Mark Irvine) DOMINATING MOBILE PPC: 3 TIPS TO 3X YOUR CONVERSIONS


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PPC Evangelist & Community Manager at WordStream Has specialized in Paid Search for 4 Years “From” Boston, Massachusetts MEET ERIN


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I’m a nomad!


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Fun Fact! I moonlight as a bartender!


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Brace yourselves.


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HEY GUYS – 2015 is the year of mobile!


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The problem is, most of us suck at it.


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Mobile Conversion Rates are CONSISTENTLY lower than their desktop/tablet counterparts!


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ERIN’S TOP 3 TIPS FOR MOBILE PPC DOMINATION


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


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Mobile is a different playing field.


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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.


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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


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IT’S EASY TO BELIEVE WHAT YOU WANT TO


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OK, BE HONEST Who DOESN’T feel 100% confident measuring offline/cross-device conversions?


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Most of us are playing a mobile guessing game.


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


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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!


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UNDERSTAND WHAT’S WORKING


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HIGH PURCHASE INTENT KEYWORDS Color! Style! Brand! Size! I have my wallet out! Emergency !


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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


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AND NOW YOU HAVE EXTRA CA$H!


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Adjust bids for informational keywords Invest in other tactics with higher conversion rates Pizza!


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MOBILE PROBLEM #2: SEARCHERS LOSE FOCUS QUICKLY


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WHO HAS A LONGER ATTENTION SPAN? 9 seconds 8 seconds A GOLDFISH MY BOSS, LARRY


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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)


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NOW ADD IN EXTERNAL FACTORS


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


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SOLUTION #2: ENGAGE SEARCHERS DIRECTLY FROM THE SERP


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


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SPEAK TO A MOBILE AUDIENCE Keep language short & sweet Common themes of the best mobile preferred ad copy included “Mobile” or “Phone” specific language


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UTILIZE AD EXTENSIONS


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APP EXTENSIONS


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CALL EXTENSIONS


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PHONE CALLS = HOT LEADS Calls worth 3x more than clicks to the landing page!


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CALL ONLY CAMPAIGNS *Pro-tip: Bypass your mobile landing pages altogether!


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NEW! MOBILE AD FORMATS


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FIND A HOTEL ROOM!


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GET A CREDIT CARD!


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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


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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 TEST Watch Squareweave’s here: bit.ly/1fKSAc0


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SO GUYS, LET’S GET DRUNK


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AND ORDER A PIZZA


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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!


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NOT ALL PHONES ARE CREATED EQUAL


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


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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


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