3 killer mobile hacks to 3x your roi, pubcon austin 2015

3 Killer Mobile Hacks to 3x

Your ROIErin SaginCustomer Success Manager, WordStream

Meet Erin• Customer Success Manager at

WordStream in Boston, MA

• Has specialized in Paid Search for 4 years

• Team consults for over 3,000 accounts

• When I’m not working, you’ll find me hula hooping, vacationing in the Caribbean and binging on reality TV

Win this $25 Amazon Giftcard

Include the hashtag #pubcon and me, @erinsagin, in your tweets!

Prize awarded for:•Funniest tweet•Most clever mobile PPC tip

Why Focus on Mobile?

What’s Wrong With This Picture?

Consider the Complete Mobile Experience

#1 No One Is Seeing Your Ads

Search Impression Share by Device

You’re 2x less likely to show for mobile

vs. desktop searchers

Competition Is Fierce• Mobile ads are

much less likely to be shown even in position 1

• Below position 2, forget it

• No accounts had mobile position below 4

Search Impression Share Lost to Rank, by Device

EPIPHANY: BOOST AD

RANK

Ad Rank

Revisit Bidding Strategy• Keep up with

rising CPCs• Don’t be afraid

to boost mobile bids

Every +/- 1 Point in Quality Score Results in +/- 18% Change

in Mobile Impression Share (!!)

Improve Quality Score

#2 Your Phone Isn’t Ringing

Phone calls are the hottest leads you can get!

Click to Call = Game Changer

Click to Call = Game Changer

Calls worth 3x more than clicks to website!

New! AdWords Call Metrics

When you’re testing mobile ads, you need to base your findings on call rate, not CTR or conversion rates.

-Larry Kim

EPIPHANY: PROMOTE

CALLS DIRECTLY FROM THE SERP

Mobile Preferred AdsHow do you design a mobile preferred ad?•Include phone specific language (i.e.: Call now for a free quote!)•Keep it short and sweet•Remember the title must make sense on its own

Ad Extensions

Call Extensions

New! Call-Only Campaigns• Eliminates clicks to

mobile landing pages altogether

• Phone number will appear regardless of location

Ad SchedulingConsider a caller’s experience during your off hours

•User time-of-day bid modifiers to bid less during your off hours

•Use advanced options to schedule extensions

•Pause campaigns during off hours

Prepare Your Team• Run test phone calls to

understand caller experience

• Get to know the team answering the phones

• Request qualitative feedback on mobile traffic

• Ensure you are staffed sufficiently to handle call volume

EPIPHANY: CALL CENTER STAFF

TRAINING = LANDING PAGE

OPTIMIZATION OF MOBILE

Don’t Take Phone Calls? Adapt!

Enable App ExtensionsRedirect traffic to your app, rather than your mobile landing page:•Link to your mobile app from directly within ads•Apps are huge! Time spent in mobile apps surpassed time on desktops in 2014

#3 Your Mobile Landing Page Strategy Is Obsolete

These Mobile Sites Stink

EPIPHANY: WHY DID WE BUILD THESE CRAPPY

SITES?!?

Because Mobile is Slow

But it’s not slow anymore…

Because Mobile Screens Are Small

But they keep getting larger…

EPIPHANY: DUMP YOUR OLD

MOBILE LANDING PAGES (OR, HOW TO TELL IF THEY

SUCK)

% Who Switched To Full Site

Conversion RatesMobile Site Vs. Full Site on Mobile

Pro-tip: You would be better off sending people to your full site!

Let’s Recap!1. Mobile impression share penalty is 2x more

dramatic than desktop counterparts – Boost ad rank to gain visibility!

2. Phone calls worth 3x more than clicks to websites – Promote call conversions directly from SERP!

3. Mobile phones are 4x more powerful than 4 years ago – Update your landing pages to enable advanced workflows!

Thank You!