5 Strategies to Help You Dominate the Mobile Marketplace

Meet Your Presenters

PPC EvangelistWordStream

Erin SaginStrategic Partnerships

Manager, Google

Cindy Laning

The State of Mobile

1987…

1989…

1998…

2005…

2005…

We don’t go online. We live online.

Mobile: A Way of Life for Consumers

Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-nomophobia-the-fear-of-being-without-their-phone/

Bottom Line: Mobile is Kind of a Big Deal

How Are We Using Our Mobile Devices?

7:00am Alarm Goes off

7:05am Text My Family7:45am Check time8:12am Picture of Freedom Tower9:03am Read text from Marc1:23pm Text Oliver1:29pm Read text from Oliver5:38pm Take picture of traffic5:40pm Send picture of traffic

Moments

7:15am Find Cafe Near me

7:53am Watch how-to fix bathroom video7:59am Directions to Home Depot9:15am Compare prices and brands9:31am Search for Coupons10:07am Read about running shoes1:23pm “Running tips” on YouTube 1:45pm Search for running

stores near me5:38pm Read articles on Paris6:01pm Research Hotel Prices

Micro Moments

CONNECT THE DOTS

Know your moments

Win your moments

Know what success looks

like

1 2 3

I want-to-know

moments

I want-to-go moments

I want-to-do moments

I want-to-buy

moments

Google Confidential and Proprietary

of smartphone users turn to their phones to learn more about

something seen in a TV commercial

of online users are looking up more information online now compared to a few years ago

Consumers in the Micro-Moment, Wave 2, Google/Ipsos, US, May 2015, n=1,005, based on internet users Google Consumer Surveys, US, May 2015, n=1243

I-WANT-TO-KNOW MOMENTS65%

66%

Consumers in the Micro-Moment, Wave 2, Google/Ipsos, US, May 2015, n=1,005, based on internet users Google Consumer Surveys, US, May 2015, n=1243

I-WANT-TO-KNOW MOMENTS

of smartphone users turn to a search engine when

looking for a local business

increase in“near-me” search

interest

The Consumer Barometer Survey 2014/2015, US, n=1,000, based on internet usersGoogle Trends March 2015 vs Mar 2014

82%

2x

I-WANT-TO-GO MOMENTS

Google Data, United States, Q1 2015, Q1 2014Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet users

increase in searches related to “how-to” on

YouTube

of smartphone users turn to their phone for ideas while doing a task

70%

91%

I-WANT-TO-DO MOMENTS

70%Increase in searches related to

“how-to” on YouTube

I-WANT-TO-BUY MOMENTS

of smartphone users consult their phone while

in a store

of consumers report having made a purchase in their

kitchen

Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet usersGoogle Consumer Surveys, US, April 2015, n=1509

82%

39% Drive traffic to your stores

Make it easy for shoppers to find you

Draw attention to all your offerings

Micro-Moments Have Changed the Consumer Journey

Immediacy

of actionActing on any stimulus,

whenever we’re motivated to

High expectatio

nsFor relevance and for frictionless experiences

Unscripted decisionsMore loyalty to the

need in the moment vs. a brand

Are You Prepared to Tap Into These Micro-Moments?

Don’t Be Ashamed, You’re In Good

Company

Set Competitive BidsMobile Tip #1

Search Impression Share by Device

You’re 2x less likely to show for mobile vs. desktop searches.

Search Impression Share Lost to Rank,By Device

Mobile impression share penalty is 2x more dramatic than it’s

desktop counterparts.

Ad Rank

Bonus! Ad Extensions!

Mobile Bids Should Be Top of Mind

Hone In On Your Quality Scores

Every +/- 1 point in

Quality Score results in

+/- 18% change in

Mobile Impression

Share (!!)

Base Bids on Daily Behavior

Mobile Tip #2

Search Volume By Device(Average Week Day)

Search Volume By Device(Average Weekend Day)

Understand YOUR Audience’s Behavior

Ensure Your Business Is Prepared

Schedule Your Extensions Accordingly

Create Engaging Contentfor the SERP

Mobile Tip #3

This Goldfish Has A LongerAttention Span Than You Do

Our Phones Are Minefields

Layer In External Factors

How the heck does anyone actually COMPLETE a

purchase via smartphones?!

Mobile Preferred Ad Copy– A Solid Start

We’ve Got You Covered!

Utilize Ad Extensions

App Extensions

Call Extensions

Make Your Phone Ring

Mobile Tip #4

Phone Calls = Hot Leads

Calls worth 3x more than clicks to your landing page!

BONUS! Call-Only Campaigns

*Pro-tip: Bypass your

mobile landing pages

altogether!

Track Your Phone Calls

Keyword Level Call Tracking

Keyword Level Call Tracking

Step-Up Your MobileLanding Pages

Mobile Tip #5

What Happens AFTER the Click?

If You DON’T Have a Mobile LandingPage, Shame On You

Have A MobileLanding Page?

Sorry Guys, Most Mobile Landing Pages Suck

Because Mobile Is Slow…

Because Mobile Screens Are Small…

Because People are Dumb…

Conversion Rates: Mobile Site vs. Full Site on Mobile

And Those Are the PeopleWho Stuck Around!

Only 9% of users will stay on a mobile site or app if it doesn’t satisfy their needs.

-Google

We’ve got you covered!

Clean, Streamlined Mobile Landing Pages

We’ll Even Store Your Leads For You!

Special offers, would you like?

a) FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week

b) 1-1 AdWords Assessment with AdWords Certified Consultant

c) I don’t need help with my PPC

Questions?Email: [email protected]

Phone: (617) 963-0555 x2