MOBILE PPC: 3 TIPS TO 3X YOUR CONVERSIONS
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DOMINATING MOBILE PPC: 3 TIPS TO 3X YOUR CONVERSIONS презентация
Содержание
- 1. DOMINATING MOBILE PPC: 3 TIPS TO 3X YOUR CONVERSIONS
- 2. PPC Evangelist & Community Manager at WordStream
- 3. I’m a nomad!
- 4. Fun Fact! I moonlight as a bartender!
- 5. Brace yourselves.
- 6. HEY GUYS – 2015 is the year of mobile!
- 7. The problem is, most of us suck at it.
- 8. Mobile Conversion Rates are CONSISTENTLY lower than their desktop/tablet counterparts!
- 10. ERIN’S TOP 3 TIPS FOR MOBILE PPC DOMINATION
- 11. MOBILE PROBLEM #1: YOU’RE USING A ONE-SIZE FITS ALL STRATEGY
- 14. Mobile is a different playing field.
- 15. SEARCH IMPRESSION SHARE, BY DEVICE It’s
- 16. Mobile ads are less likely to be
- 17. IT’S EASY TO BELIEVE WHAT YOU WANT TO
- 18. OK, BE HONEST Who DOESN’T feel 100% confident measuring offline/cross-device conversions?
- 19. Most of us are playing a mobile guessing game.
- 20. SOLUTION #1: CUT YOUR LOSSES; NIX YOUR NON-CONVERTERS
- 21. LET’S DO MATH! Viewed Mobile Ads Visited
- 22. UNDERSTAND WHAT’S WORKING
- 23. HIGH PURCHASE INTENT KEYWORDS
- 24. HOW TO PRIORITIZE THESE KEYWORDS High-Intent
- 25. AND NOW YOU HAVE EXTRA CA$H!
- 26. Adjust bids for informational keywords Invest
- 27. MOBILE PROBLEM #2: SEARCHERS LOSE FOCUS QUICKLY
- 29. WHO HAS A LONGER ATTENTION SPAN? 9 seconds 8 seconds A GOLDFISH MY BOSS, LARRY
- 30. LARRY’S PHONE IS A MINEFIELD In the
- 31. NOW ADD IN EXTERNAL FACTORS
- 32. How the heck has Larry ever completed a purchase on his iPhone?!
- 33. SOLUTION #2: ENGAGE SEARCHERS DIRECTLY FROM THE SERP
- 34. Use unique ad copy to encourage the searcher to take an action.
- 35. SPEAK TO A MOBILE AUDIENCE Keep language
- 36. UTILIZE AD EXTENSIONS
- 37. APP EXTENSIONS
- 38. CALL EXTENSIONS
- 39. PHONE CALLS = HOT LEADS Calls worth 3x more than clicks to the landing page!
- 41. CALL ONLY CAMPAIGNS *Pro-tip: Bypass your mobile landing pages altogether!
- 42. NEW! MOBILE AD FORMATS
- 43. FIND A HOTEL ROOM!
- 44. GET A CREDIT CARD!
- 47. Let’s take a glimpse into the future.
- 48. THE BUY BUTTON
- 49. MOBILE PROBLEM #3: YOUR LANDING PAGES SUCK
- 51. WE BUILT THESE CRAPPY LANDING PAGES ON PURPOSE?!?!
- 52. BECAUSE MOBILE IS SLOW
- 53. BECAUSE MOBILE SCREENS ARE SMALL
- 54. BECAUSE PEOPLE ARE DUMB
- 55. % WHO SWITCHED TO FULL SITE
- 56. CONVERSION RATES: MOBILE SITE VS. FULL SITE ON MOBILE
- 57. SOLUTION #3: SHAKE UP YOUR MOBILE LANDING PAGES
- 58. THERE’S NO RECIPE FOR THE PERFECT MOBILE LANDING PAGE
- 59. E-COMMERCE: ASOS
- 60. LONG SALES CYCLE: BLINDS.COM
- 61. LEAD GEN: GRUBER LAW
- 62. Test, test, test!
- 63. THE USER IS DRUNK TEST Watch Squareweave’s here: bit.ly/1fKSAc0
- 64. SO GUYS, LET’S GET DRUNK
- 65. AND ORDER A PIZZA
- 66. THE USER IS DRUNK – DOMINO’S TEST
- 67. NOT ALL PHONES ARE CREATED EQUAL
- 68. Moral of the story? Get your friends drunk and break out your mobile landing pages.
- 69. Cut your losses - nix your non-converters
PPC Evangelist & Community Manager at WordStream Has specialized in Paid Search for 4 Years “From” Boston, Massachusetts MEET ERIN
Слайд 2PPC Evangelist & Community Manager at WordStream
Has specialized in Paid Search
for 4 Years
“From” Boston, Massachusetts
“From” Boston, Massachusetts
MEET ERIN
Слайд 15SEARCH IMPRESSION SHARE, BY DEVICE
It’s twice as hard to get your
ad on the mobile SERP.
Wordstream Study across 1,200 SMB accounts.
Слайд 16Mobile ads are less likely to be shown even in position
1
Below position 2, forget about it
No accounts had mobile position below 4
Below position 2, forget about it
No accounts had mobile position below 4
MOBILE COMPETITION IS FIERCE
Mobile ad real estate is limited
Слайд 21LET’S DO MATH!
Viewed Mobile Ads
Visited Landing Page
Captured Lead
$ CLOSED DEAL! $
Conversion
Rate = (Captured Leads / Website Visitors) x 100%
Cut out pricey, useless impressions/clicks!
Слайд 24HOW TO PRIORITIZE THESE KEYWORDS
High-Intent Terms
Organize in separate campaigns
Assign specific budgets/CPA
goals
Use higher bid modifiers
Use higher bid modifiers
Low-Intent Terms
Reduce bids or eliminate mobile presence altogether using -100% mobile bid modifier
Слайд 26Adjust bids for informational keywords
Invest in other tactics with higher conversion
rates
Pizza!
Слайд 30LARRY’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)
4 Twitter notifications
2 LinkedIn notifications
6 emails
1 Facetime call
1 re-engagement notification (from WordStream’s BRAND NEW App)
Слайд 35SPEAK TO A MOBILE AUDIENCE
Keep language short & sweet
Common themes of
the best mobile preferred ad copy included “Mobile” or “Phone” specific language
Слайд 66THE USER IS DRUNK – DOMINO’S TEST
Your attention to detail is…impaired
Your
vision isn’t quite 20/20
You’re more apt to give up
You’re drunk, not dumb
Verdict: Domino’s has done a pretty good job…but I’d still rather just text an emoji
You’re more apt to give up
You’re drunk, not dumb
Verdict: Domino’s has done a pretty good job…but I’d still rather just text an emoji
Ugh, another barrier. This does not feel seamless.
Dom didn’t deny me my options!
Слайд 69Cut your losses - nix your non-converters
Engage your searcher from directly
within the SERP
Revamp your mobile landing pages
Revamp your mobile landing pages
ERIN’S TIPS FOR MOBILE PPC DOMINATION
