Learn how to convert mobile searchers using these 3 PPC tips!

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Dominating Mobile PPC: 3 Tips To 3x
Your Conversions
By: Erin Sagin
#Pubcon @erinsagin

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Meet Erin
• PPC Evangelist & Community
Manager at WordStream
• Has specialized in Paid Search
for 4 Years
• “From” Boston, MA

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I’m a nomad!

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Fun Fact! I
moonlight
as a
bartender!

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Brace Yourselves.
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HEY GUYS – 2015 is the year of mobile!

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The problem is, most of us suck at it.
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Mobile
Conversion Rates
are
CONSISTENTLY
lower than their
desktop/tablet
counterparts!

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Erin’s Top Three Tips
for Mobile PPC
Domination
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Mobile Problem #1:
You’re Using A One
Size Fits All Strategy
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Did you shotgun your way into mobile PPC?
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Mobile is a different playing field.
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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.

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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

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It’s Easy To Believe What You Want To Believe

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Ok, Now Be Honest…
POLL:
How many of you don’t feel 100% confident
measuring offline/cross-device conversions?

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Are you playing a mobile guessing game?
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Solution #1: Ditch
Your Non-Converters
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Let’s Do Math!
Viewed Mobile Ads
Visited Landing Page
Captured Lead
Cut out
pricey,
useless
impressions/
clicks!
Conversion Rate = (Captured Leads / Website Visitors) x 100%

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Identify What’s Working
Viewed Mobile Ads
Visited Landing Page
Captured Lead

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High Purchase Intent Keywords
Color!
Style!
Brand!
Size!
I have
my
wallet
out!
Emergency !

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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

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...And Now You Have Extra Ca$h!
Viewed Mobile Ads
Visited Landing Page
Captured Lead

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Problem #2:
Searchers Lose Focus
Quickly
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Who Has A Longer Attention Span?
A GOLDFISH MY BOSS, LARRY
8seconds
9seconds

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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)

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Now Add In External Factors

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How the heck has Larry ever
completed a purchase on his iPhone?!

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Solution #2: Engage
Searchers Directly
From the SERP
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Use unique ad copy to encourage the searcher to take action.
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Speak To A Mobile Audience
• Keep language
short & sweet
• Common themes
of the best mobile
preferred ad copy
included “Mobile”
or “Phone”
specific language

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Utilize Ad Extensions

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App Extensions

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Call Extensions

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Phone Calls = Hot Leads
Calls worth 3x more than clicks to the landing page!

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Call-Only Campaigns
*Pro-tip:
Bypass your
mobile landing
pages
altogether!

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New! Mobile Ad Formats

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Find A Hotel Room!

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The Buy Button

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Mobile Problem #3:
Your Landing Pages
Suck
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We Built These Crappy Landing Pages ON
PURPOSE?!?!

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Because Mobile Is Slow

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Because Mobile Screens Are Small

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Because People Are Dumb

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% Who Switched To Full Site

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Conversions Rates: Mobile Site Vs. Full
Site on Mobile

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Solution #3: Shake Up
Your Mobile Landing
Pages
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There’s No Recipe For the Perfect Mobile
Landing Page

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E-Commerce: ASOS

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Long Sales Cycle: Blinds.Com

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Lead Gen: Gruber Law

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Test, test, test!
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The User Is Drunk Test
Watch Squareweave’s here:
bit.ly/1fKSAc0

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Ok, Guys - Let’s Get Drunk

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…And Order A Pizza

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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!

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Not All Phones Are Created Equal

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Moral of the story? Get your friends drunk and break out your mobile
landing pages.
#Pubcon @erinsagin

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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

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THANK YOU!!