mobile metrics that matter final by jaclyn jordan
DESCRIPTION
SMX Advanced 2014 Session #SMX #13C - What Advanced SEMs Should Be Doing About Mobile - Mobile Metrics That Matter For Sem By Jaclyn Jordan @Wordstream Of Wordstream Read up on SEM at http://searchengineland.comTRANSCRIPT
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CONFIDENTIAL – DO NOT DISTRIBUTE 1
Mobile Metrics that
Matter
Jaclyn Jordan Paid Search Strategist
@WordStream
June 2014
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Jaclyn Jordan
• Paid Search Strategist, WordStream, Inc.
• Experience managing 200+ accounts across 25+ industries
• Began PPC career in Germany
• Enjoy Nerf wars
@jjordanWS
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Today’s Agenda
• SEM Metric Comparison
Across Devices
• 3 Mobile Metrics that
Matter
• How to Compete on
Mobile (without busting
the bank)
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CTR
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*Pulled from over 1,200 cross-industry accounts
All Devices: Ad Rank and CTR
y = -0.023ln(x) + 0.0529 R² = 0.162
0.00%
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1 2 3 4 5 6 7 8
Sear
ch C
TR
Ad Position
Expected CTR
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Higher Positions =
Higher CTRs
All Devices: Ad Rank and CTR
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Ad Rank and CTR: Device Comparison
DESKTOP TABLET
MOBILE
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Segmented Devices: Ad Rank and CTR
*Pulled from over 1,200 cross-industry accounts
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Sear
ch C
TR
Ad Position
Expected CTR, by device
Desktop
Mobile
Tablet
Log. (Desktop)
Log. (Mobile)
Log. (Tablet)
Mobile CTR drops
off 45% from
Position 1 to 2
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Segmented Devices: Ad Rank and CTR
Mobile CTR drops off 45% faster than desktop or tablet!
Outside of Position 1, Mobile CTR =
Much Lower Positions on Desktop
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QUALITY SCORE
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Segmented Devices: Quality Score
Segmented by Device:
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Segmented Devices: Quality Score
Impression
weighted QS
Share of clicks on mobile devices
*Data from over $9 Billion in Graded Spend
Do more mobile clicks mean lower quality scores?
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Segmented Devices: Quality Score
Nothing to suggest that mobile plays into
Quality Score either way.
NOPE!
AWESOME
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CPC
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Segmented Devices: CPC
Data is from 406 USD clients consistently advertising on mobile since 1/1/12
Mobile
CPCs have
increased
150% since
2012.
Enhanced
Campaigns
Desktop
CPCs have
increased
50%
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IMPRESSION
SHARE
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Segmented Devices: Impression Share
*Pulled from over 1,200 cross-industry accounts
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Sear
ch Im
pre
ssio
n S
har
e
Ad Position
Search Impression share, by device
Desktop
Mobile
Tablet
Linear (Desktop)
Linear (Mobile)
Linear (Tablet)
Much less likely to
show on mobile vs.
desktop
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Segmented Devices: Impression Share
• Mobile Ads are much less
likely to be shown, even in
position 1.
• Below position 2, forget it.
• No accounts had mobile
position below 4.3.
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Segmented Devices: Impression Share
Mobile impression share penalty is more
dramatic than it’s desktop counterparts.
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Sear
ch Im
pre
ssio
n S
har
e lo
st t
o R
ank
Ad Position
Search Impression Share lost to Rank, by device
Desktop
Mobile
Tablet
Linear (Desktop)
Linear (Mobile)
Linear (Tablet)
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So, what ARE the Mobile
Metrics that Matter?
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Mobile Metrics that Matter
CTR CPC Impression Share
Mobile CTR drops off 50%
faster than desktop or
tablet.
Search CPCs have been rising
dramatically for mobile over
the past 12 months
Mobile impression share
penalty is more dramatic
than it’s desktop
counterparts.
1 2 3
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What do we do about it?
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Improve Mobile CTR
Speak to a mobile audience
• Cater to an audience on-the-run
• Keep language short & sweet
• Make it easy to interact with your
ad
• Don’t have a mobile website?
Turn off option to click through on
call extension setting.
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Improve Mobile CTR
Present a mobile CTA
• Make sure your offer is possible
on a mobile device
• Avoid offering whitepaper
downloads or demo/trial
downloads
• Give option to call in and ask
questions
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Improve Mobile CTR
Use all available extensions
Location
Call
Sitelinks
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Improve Mobile CTR
Ecommerce: Google
Shopping or bust!
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Budget for Increased Mobile CPCs
• Revisit search/mobile budget strategy
• Don’t be afraid to raise mobile bids
Device Search Clicks
Search CPC
Desktop 139 $0.30
Mobile 2,322 $0.12
Tablet 17 $0.35
CASE STUDY: A client targeting a mobile audience decided to
pivot more spend to the platform on certain campaigns. All of
these campaigns actually use a +300% MBA. Even with bids 3x
that of desktop, their actual mobile CPC is still considerably
cheaper than is on desktop:
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Let’s recap
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Bring it all together
1. Speak to mobile audience
2. Present a mobile CTA
3. Use all mobile extensions
4. Ecommerce: Have presence on Google Shopping
5. Make sure you have appropriate bid adjustments in place
6. Don’t be afraid to raise mobile bids