acquisio summit-2012-mobile-anderson
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© Copyright Acquisio 2012#ACQsummitAcquisio User Summit 20121
A Mobile Case StudyTips Tricks & Lessons Learned
Crystal (Anderson) O’NeillSEER Interactive
@Crystala
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What I do• Spearhead PPC division at SEER
Interactive aka ‘Search Church’Fun Facts!• Dabbled in SEO, Media, Business
Development & Analytics• Fell in love with PPC in 2006; haven’t
looked back• Working with Acquisio since 2008• Have a brand new name – Crystal O’Neill• Have a puppy Hoagie who loves to play
soccer
Acquisio User Summit 20122
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First - A Look Back at Mobile ….
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• December 2008 – AdWords introduced targeting full browser mobile phones through Device Targeting– iPhone– Android– T-Mobile G1
A Brief Timeline of Mobile + AdWords …
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• January 2010 – Click to Call for mobile introduced for local businesses
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• March 2010 – Click to Call for rolled out to national advertisers through phone extensions
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Let’s get to the good stuff!Case study: Importance of testing with Mobile
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The background …
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• Industry: Entertainment– Psychics
• Conversion: New Customer Purchase– Online 40%– Phone 60%
• Targeted: Full Browser Mobile Devices
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• Regular Landing Pages– March 2010 – May 2010
Test #1
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– Overall CPA for Mobile was 28% lower than the overall Desktop CPA during this time
Regular Landing Page Results …
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Test #2• New Mobile Site
– June 2010 – October 2010
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Mobile Site Results …
– Overall Mobile CPA increased 104%– Overall Mobile CPA was 13% higher than
the Overall Desktop CPA
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Test #3• Mobile Site + Phone Extensions
– November 2010 – February 2011
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Mobile Site + Phone Extension Results …
– Overall Mobile CPA decreased 30%– Overall Mobile CPA was 23% lower than overall
Desktop CPA
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Test #4• Call Only
– March 2011 – June 2011
February 2011 Results
June 2012 Results
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Call Only Results …
– Overall Mobile CPA decreased 22%– Overall Mobile CPA was 29% lower than
our overall Desktop CPA
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Let’s Recap …
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Mobile site did not do so wellMobile site + phone extensions rockedCall only really rockedRegular landing pages did well
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Out of all our tests, Call Only was the most successful …
Despite having landing pages
and
Despite having a mobile site
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Just for fun - the long term results …
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• Have increased Mobile budget 646% year over year with conversions increasing even greater
Continued to see results …
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Here’s what we learned
after the tests …
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Test #1 - Directing to ‘regular landing pages’ and
Test #4 - Call Only were the most successful!
#1 – You don’t need a mobile site!
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• If you test Mobile using regular landing pages, check how they render – Are they mobile friendly? It’s part of QS now!– Do images show?– Is the CTA clear?– Is it easy it navigate?
#2 – Make sure your landing pages
render properly
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Test #2 – the Mobile Site
was our worst performing test!
#3 – Mobile Site does not automatically = success
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• Is your mobile site built with best practices?– Keep it simple– Focus on conversion– Use mobile features, like click to call– Think “tap-able” not “click-able”– Use vertical navigation– Page size & load time matters
#5 – Use mobile website best
practices
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• 64% of smartphone owners are now using their mobile devices to shop online (Source: eDigitalResearch and Portaltech Reply, 2012)
• 74% of smartphone owners used their devices to get directions and other location-related information as of February 2012 — up from 55% last May (Source: Pew Research Center, 2012)
• 50% of smartphone shoppers use a GPS/mapping app to find a retail location; 44% access the site of a retailer where they typically shop; 34% downloaded a retailer’s app; and an equal number (24%) search for a coupon to use at checkout or use a barcode-scanning app to comparison shop (Source: Nielsen, 2012)
#6 - Know the mobile audience
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• Do you have store locations?
• Will they need directions
• Do you offer coupons?
• Will they be doing research?
• Will they want to speak with someone right now?
#7 - Know YOUR audience
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People are likely to be in a phone call mindset.
Our most successful test by far was Call Only!
#8 – Don’t forget the obvious
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Focus on the short tail not long tail
Remember the “fat finger” syndrome: Include Broad or MBM
#9 – Go Against Desktop Best
Practices
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• Limited space = competitive• Have seen most success in
positions 1 - 2• Use the AdWords Keyword Tool
to get an idea for a starting CPC
#10 – Don’t assume you’ll have cheaper
CPCs
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• Use the Keyword Tool to get an idea of how much Mobile traffic you can expect versus Desktop– Example: Mobile is expected to have about 35% of volume Desktop
• Over last 30 days let’s say I’ve spent $10K on the Desktop terms, which is ~$327/day– A good starting budget for Mobile will be ~$115/day
#11 – Don’t set your budget too low
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That was A LOT.
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If you remember only 1 thing from this …
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Test.Test.
And Then …
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Test Some More.
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Email me: [email protected] me on Twitter: @crystala
Ask Me Anything!