SMX Advanced 2015 Presentation on Converting the Mobile Visitor

#SMX #14C @ChappyMargot

THINK YOU’VE GOT MOBILE PPC FIGURED OUT?

THINK AGAIN!


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


Which one is mine?


My Nephew

Seattle’sBiggest

Red Sox Fan!


MOBILEGEDDON!!!!


More People Own a

Cell Phone then a

Toothbrush!


More Searches

on MOBILE

Than Desktop!


Yet…. WE SUCK AT IT!



3 MOBILE PPC MYTHS UNRAVELED


MYTH #1: You Need to Target “Mobile Keywords”


15% of Searches on Google are Unique and Have Never Been Searched Before – Jerry Dischler, Google


Keyword are DYING!


PPC Is Becoming More Automated


COMPLETE REDESIGN OF DYNAMIC SEARCH ADS!


RELAX & Let Google do the

Work!



Nervous About Giving Google the Reins?


These new DKI’s are SO

TRANSPARENT


Wait, what does this have to do with mobile again?


Chasing Keywords on Mobile is a Fools Game


Less then 10 Minutes to Set Up… Oh and IT WORKS!


MYTH #2: Select “Mobile Preferred,” Adjust Bids &

You’re all Set!


Clearly, that’s not working…

Remember the graph???



All mobile searchers have ADD!



Google is Evolving Vertical Mobile Ad

Formats for Several Industries


50% of Car & Automotive Searches Happen on Mobile

Desk-top

Mobile

69% of Travel Research is Done While Waiting or

Commuting


175% Growth in Shopping Searches on Mobile in First 5 Months of the Year

48% Growth in Mobile

Finance Searches


New Mobile Ad Formats to Capture “Micro-Moments”

Old Format New Format


Google’s Improving it’s Mobile UX so searchers can do more, faster, through the SERPs


But, I’m not in the Automotive, Shopping, Travel or Finance Industry


Larry asked Jerry



While you’re waiting…


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


While mobile CTRs are low, extensions yield

higher CVRs.


Sitelink Extensions = 20% CTR Increase

Call Extensions = 15% CTR Increase

Location Extensions = 15% CTR Increase


Use all available ad extensions

Sitelinks

AppLocation

Call


CTR Drops 116% from position 1 to 2

You’re 2x less likely to show for

mobile vs. desktop searchers


You Need to be #1!!!


MYTH #3: Mobile LP’s Are Always Better then Desktop LP’s



TAKEAWAY: You Would be Better Off Sending People to Your Full Site

% WHO SWITCHED TO FULL SITE

33%

36% 29%


Conversion Rates: Mobile Site vs. Full Site on Mobile


BUT, what about MOBILEGEDDON!?!?!?!



“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


Skip the landing page all together with Call-Only Campaigns



CALLS WORTH 3X MORE THAN CLICKS TO WEBSITE!

Desktop Search Conversion Funnel

Mobile Conversion

Funnel1.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!!


Let’s Recap!

• Implement NEW Dynamic Search AdsMobile Keyword

Targeting is Dying!

• NEW mobile ad formats, add ad extensions, be #1!!!

Mobile Conversion Rates Suck

• Stick to your desktop if need be OR get rid of the LP all together w/ call-only

Mobile Landing Pages Suck

Problem Solution


Thank You!Twitter: @ChappyMargot

LinkedIn: http://www.linkedin.com/in/margotdacunha

Google Plus: +Margot da Cunha

SMX Advanced 2015 Presentation on Converting the Mobile Visitor

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