erin sagin's pubcon lv 2015 presentation

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Dominating Mobile PPC: 3 Tips To 3x Your Conversions

By: Erin Sagin

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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 AdsVisited Landing PageCaptured 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 AdsVisited Landing PageCaptured 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 AdsVisited Landing PageCaptured 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 AdsVisited Landing PageCaptured 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 MinefieldIn 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#Pubcon @erinsagin

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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#Pubcon @erinsagin

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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!#Pubcon @erinsagin

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The User Is Drunk TestWatch 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 up4. 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.

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Erin’s Tips for Mobile PPC Domination

1. Nix your non-converters2. Engage your searcher from directly within the

SERP3. Revamp your mobile landing pages

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THANK YOU!!