erin sagin's pubcon lv 2015 presentation
TRANSCRIPT
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Dominating Mobile PPC: 3 Tips To 3x Your Conversions
By: Erin Sagin
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Meet Erin
• PPC Evangelist & Community Manager at WordStream
• Has specialized in Paid Search for 4 Years
• “From” Boston, MA
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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 Three 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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Did you shotgun your way into mobile PPC?
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Mobile is a different playing field.
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Search Impression Share, By Device
Wordstream study across 1,200 SMB accounts.
It’s twice as hard to get your ad on the mobile SERP.
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Mobile Competition is Fierce• 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
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It’s Easy To Believe What You Want To Believe
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Ok, Now Be Honest…
POLL:How many of you don’t feel 100% confident measuring
offline/cross-device conversions?
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Are you playing a mobile guessing game?
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Solution #1: Ditch Your Non-Converters
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Let’s Do Math!
Viewed Mobile AdsVisited Landing PageCaptured Lead
Cut out pricey, useless
impressions/clicks!
Conversion Rate = (Captured Leads / Website Visitors) x 100%
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Identify What’s Working
Viewed Mobile AdsVisited Landing PageCaptured Lead
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High Purchase Intent Keywords
Color!
Style!
Brand!
Size!
I have my
wallet out! Emergency !
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Identify What’s Working
Viewed Mobile AdsVisited Landing PageCaptured Lead
High-Intent Terms– Organize in separate campaigns– Assign specific budgets/CPA
goals– Use higher bid modifiers
Low-Intent Terms– Reduce bids or eliminate
altogether using -100% bid modifier
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...And Now You Have Extra Ca$h!
Viewed Mobile AdsVisited Landing PageCaptured Lead
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Problem #2: Searchers Lose Focus Quickly
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Who Has A Longer Attention Span?
A GOLDFISH MY BOSS, LARRY
8seconds
9seconds
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Larry’s Phone Is A MinefieldIn 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
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Use unique ad copy to encourage the searcher to take 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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The Buy Button
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Mobile Problem #3: Your Landing Pages
Suck#Pubcon @erinsagin
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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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Conversions 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!#Pubcon @erinsagin
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The User Is Drunk TestWatch Squareweave’s here:
bit.ly/1fKSAc0
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Ok, Guys - Let’s Get Drunk
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…And Order A Pizza
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The User Is Drunk – Domino’s Pizza Test
1. Your attention to detail is…impaired
2. Your vision isn’t quite 20/20
3. You’re more apt to give up4. You’re drunk, not dumb
Verdict: Domino’s has done a pretty good job…but I’d still rather just text an emoji
Reiterate words with
pictures
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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Erin’s Tips for Mobile PPC Domination
1. Nix your non-converters2. Engage your searcher from directly within the
SERP3. Revamp your mobile landing pages
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THANK YOU!!