Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013

Faster, Lighter, Cheaper: Increasing ROAS for SMB

Ecommerce

Lisa Raehsler April 8, 2013

•  New  ecommerce  •  Considers  new  consumer  shopping  behavior  •  Understanding  =  increase  ROI  

@LisaRocksSEM  

MOBILE IS OUR CONSTANT COMPANION

WHY CARE ABOUT MOBILE?

•  Searching  +  conver=ng  from  all  devices  •  Cross  devices  +  pla@orms  •  No  longer  seeing  linear  purchase  path  with  ecommerce  

purchase  on  same  device  

Example    

• Objec=ve:  Company  wants  to  capture  customers  by  loca=on,  on  mobile.  • Approach  

1.  Adjust  bid  by  device  2.  Geo-­‐targe=ng,  storefront  3.  Schedule  by  =me  of  day  4.  Call  extensions-­‐  Upgraded  5.  Device  ad  preference+                  messaging      

@LisaRocksSEM    

MOBILE LOCAL CAMPAIGN WITH ENHANCED FEATURES

BIDS BY DEVICE

•  Enhanced  campaigns  combines  all  devices    

•  Increase  mobile  exposure  with  new  bidding  op=ons  

•  Up  to  +300%  increased  bid  over  desktop  gives  mobile  searches  preference  

@LisaRocksSEM  

•  Target  ads  to  people  searching/  located  around  business  loca=on.  

•  Set  different  bids  for  this  group  by  loca=on,  radius,  city,  state.  

•  Use  bid  adjustments  to  increase  é  your  bids  whenever  someone  located  near  your  business  searches  for  one  of  your  keywords.    

•  Example  by  state,  leads  from  states  on  east  coast  are  more  valuable  than  west  coast.  

@LisaRocksSEM  

GEO-TARGETING LOCATION BIDS

•  Increase  é  bids  on  Thursday  +  Friday  aXernoons  to  capture  more  sales  when  the  CPA  is  lowest,  for  example.  

@LisaRocksSEM  

SCHEDULE BY TIME OF DAY

•  Make  it  easy  for  them  to  order  

•  Campaign  or  Adgroup  level  allows  even  more  granularity.  

•  Google  forwarding  number  enables  call  repor=ng.  

•  Using  the  phone  number  only  enables  click  to  call  bu[on,  but  not  link  to  website.  

•  Schedule  a  =me  to  show  phone  numbers  during  business  hours  or  when  call  will  be  answered  

   @LisaRocksSEM  

UPGRADED CALL EXTENSIONS

DEVICE PREFERENCE & AD MESSAGING

•  Check  mobile  box  to  specify  that  this  ad  is  catered  to  mobile.  

•  Create  ad  copy  knowing  the  user  is  on  mobile.  

•  Consider  mobile-­‐specific  specials  or  discounts.  Use  a  mobile-­‐op=mized  display  URL.  

•  For  our  pizza,  “Buy  online  and  pick-­‐up  only  $9.99”  

@LisaRocksSEM  

•  Ad  promotes  downloadable  app  

•  Upgraded  app  extensions  with  enhanced  campaigns  

•  New  ‘app  promo=on  ads’  to  replace  ‘click-­‐to-­‐download’  ads  

•  Easier  to  manage  with  more  detailed  repor=ng  

•  Click  ad  headline  to  visit  website  

•  Click  to  download  it  

   @LisaRocksSEM  

APP EXTENSIONS

   @LisaRocksSEM  

APP EXTENSIONS

MOBILE LANDING PAGES

•  Now  you  need  mobile  friendly  landing  pages  

•  Easy  to  view  +  navigate  for  users  on  mobile  devices  

•  Easy  for  mobile  users  to  sign  up,  purchase,  or  convert  

•  Design  for  visibility  +  usability  

Grrrr,    I  can’t  see  their  site!  

MOBILE LANDING PAGES

•  On-­‐the-­‐go  =  immediate  info!    

•  Design:  fast  loading  images,  large  bu[ons,  bulleted  copy,  short  forms  

•  Local:  drive  conversions  in-­‐store  by  proving  store  locator,  maps  direc=ons,  stock  checker  

MOBILE LANDING PAGES: CONVERSION TIPS

•  Make  it  easy  to  buy  something  or  contact  •  Focus  on  informa=on  that  will  aid  

conversion  (i.e.,  product  details).  •  Reduce  number  of  steps  needed  to  

complete  a  transac=on  •  Keep  forms  short  with  the  fewest  number  

of  fields  •  Use  check  boxes,  lists  and  scroll  menus  to  

make  data  entry  easier  •  Click-­‐To-­‐Call  func=onality  for  all  phone  

numbers  

FINAL THOUGHTS

•  To  increase  ROAS,  consider  all  devices  

•  Target  audience  where  they  live  +  by  their  consumer  behavior  

•  Test  a  combina=on  of  tac=cs  for  best  results  

•  Mobile-­‐fy  your  ad  copy  •  Don’t  forget  where  they  land  

THANK YOU

Lisa Raehsler Founder, SEM Strategy Consultant Big Click Co.

[email protected]

(612) 424-1SEM @LisaRocksSEM

www.linkedin.com/in/lisarockssem

Connect with me at bigclickco.com