15. #Pubcon @erinsagin
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.
16. #Pubcon @erinsagin
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
24. #Pubcon @erinsagin
Identify What’s Working
Viewed Mobile Ads
Visited Landing Page
Captured 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
29. #Pubcon @erinsagin
Larry’s Phone Is A Minefield
In 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)
34. #Pubcon @erinsagin
Speak To A Mobile Audience
• Keep language
short & sweet
• Common themes
of the best mobile
preferred ad copy
included “Mobile”
or “Phone”
specific language
64. #Pubcon @erinsagin
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 up
4. 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!
66. #Pubcon @erinsagin
Moral of the story? Get your friends drunk and break out your mobile
landing pages.
#Pubcon @erinsagin
67. #Pubcon @erinsagin
Erin’s Tips for Mobile PPC Domination
1. Nix your non-converters
2. Engage your searcher from directly
within the SERP
3. Revamp your mobile landing pages