the 3 mobile ppc search metrics that matter
DESCRIPTION
Larry Kim's presentation for Pubcon 2014 Advanced Tactics on Mobile Search.TRANSCRIPT
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@larrykim #pubcon
3 Paid Search Mobile Metrics That Matter
Presented by: Larry KimFounder/CTO, WordStream, Inc.
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@larrykim #pubcon
About Me
Larry Kim (@larrykim)•Founder / CTO of WordStream•Commander of Quality Score Rebellion•Had Kid 5 Months Ago! #ppckid
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@larrykim #pubcon
Agenda
• SEM Metric Comparison Across Devices
• 3 Mobile Metrics that Matter• How to Compete on Mobile
(without busting the bank)
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@larrykim #pubcon
What Metrics Matter in Mobile PPC?
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CTR
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@larrykim #pubcon
All Devices: CTR vs. Ad Position
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@larrykim #pubcon
Higher Ad Positions = Higher CTR
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@larrykim #pubcon
Ad Rank and CTR By Device
DESKTOPTABLET
MOBILE
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@larrykim #pubcon
Ad Rank and CTR Segmented by Device
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@larrykim #pubcon
• Mobile CTR drops off 45% faster than desktop or tablet!
Ad Rank and CTR Segmented by Device
Mobile Ad Position
Has Similar CTR as Ad In Desktop Position
1 1
2 3
3 4
4 6
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QUALITY SCORE
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@larrykim #pubcon
Quality Score Segmented By Device
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Does Having More Mobile Reduce QS?
Impression weighted QS
Share of clicks on mobile devices
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Does Having More Mobile Reduce QS?
NOPE!NOPE!
Nothing to suggest that mobile plays into Quality Score either way.
AWESOME
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CPC
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Do Mobile Clicks Cost More?
Mobile CPCs have increased
150% since 2012.
Enhanced Campaigns
Desktop CPCs have increased
50%
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IMPRESSION SHARE
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@larrykim #pubcon
Impression Share By Device
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@larrykim #pubcon
Mobile 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.
Competitio
n is
FIERCE!
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So, what ARE the Mobile Metrics
that Matter?
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@larrykim #pubcon
Mobile Metrics that Matter
CTR CPCImpression
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
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@larrykim #pubcon
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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@larrykim #pubcon
Use all available extensions
Location
Call
Sitelinks
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@larrykim #pubcon
Google Shopping
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@larrykim #pubcon
Budget for 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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@larrykim #pubcon
Consider Not Pushing to a Mobile Site
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@larrykim #pubcon
Summary: Mobile Search Check List
1. Speak to mobile audience2. Present a mobile CTA3. Use all mobile extensions4. Ecommerce: Have presence on Google Shopping5. Make sure you have appropriate bid adjustments in
place 6. Don’t be afraid to raise mobile bids7. Don’t let lack of a mobile website hold you back
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@larrykim #pubcon
Thank You PUBCON!