The 3 Mobile PPC Search Metrics That Matter
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Larry Kim's presentation for Pubcon 2014 Advanced Tactics on Mobile Search.
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The 3 Mobile PPC Search Metrics That Matter
- 1. 3 Paid Search Mobile Metrics That Matter Presented by: Larry Kim Founder/CTO, WordStream, Inc. @larrykim #pubcon
- 2. @larrykim #pubcon About Me Larry Kim (@larrykim) •Founder / CTO of WordStream •Commander of Quality Score Rebellion •Had Kid 5 Months Ago! #ppckid
- 3. @larrykim #pubcon Agenda • SEM Metric Comparison Across Devices • 3 Mobile Metrics that Matter • How to Compete on Mobile (without busting the bank)
- 4. What Metrics Matter in Mobile PPC? @larrykim #pubcon
- 5. CTR
- 6. All Devices: CTR vs. Ad Position @larrykim #pubcon
- 7. Higher Ad Positions = Higher CTR @larrykim #pubcon
- 8. Ad Rank and CTR By Device DESKTOP TABLET @larrykim #pubcon MOBILE
- 9. Ad Rank and CTR Segmented by Device @larrykim #pubcon
- 10. Ad Rank and CTR Segmented by Device • Mobile CTR drops off 45% faster than desktop or tablet! @larrykim #pubcon Mobile Ad Position Has Similar CTR as Ad In Desktop Position 1 1 2 3 3 4 4 6
- 11. QUALITY SCORE
- 12. Quality Score Segmented By Device @larrykim #pubcon
- 13. Does Having More Mobile Reduce QS? Impression weighted QS Share of clicks on mobile devices
- 14. Does Having More Mobile Reduce QS? NNOOPPEE!! Nothing to suggest that mobile plays into Quality Score either way. AWESOME
- 15. CPC
- 16. Do Mobile Clicks Cost More? Mobile CPCs have increased 150% since 2012. Enhanced Campaigns Desktop CPCs have increased 50%
- 17. IMPRESSION SHARE
- 18. Impression Share By Device @larrykim #pubcon
- 19. Mobile Impression Share @larrykim #pubcon Competition is FIERCE! • 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.
- 20. So, what ARE the Mobile Metrics that Matter?
- 21. Mobile Metrics that Matter CTR CPC Impression Share @larrykim #pubcon 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
- 22. What Do We Do About It?
- 23. 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
- 24. @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
- 25. Use all available extensions @larrykim #pubcon Location Call Sitelinks
- 26. @larrykim #pubcon Google Shopping
- 27. Budget for Mobile CPCs @larrykim #pubcon • 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:
- 28. Consider Not Pushing to a Mobile Site @larrykim #pubcon
- 29. Summary: Mobile Search Check List 1. Speak to mobile audience 2. Present a mobile CTA 3. Use all mobile extensions 4. Ecommerce: Have presence on Google Shopping 5. Make sure you have appropriate bid adjustments in place 6. Don’t be afraid to raise mobile bids 7. Don’t let lack of a mobile website hold you back @larrykim #pubcon
- 30. @larrykim #pubcon Thank You PUBCON!
Hinweis der Redaktion
- So, mobile has lower CTRs and is losing more impression share due to rank. Convention would have us worried about mobile searches to have a lower quality score than it would on desktop. Let’s try some data to see if we can prove that.