From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Converting The Mobile Visitor. PRESENTATION: Think You've Got Mobile PPC Figured Out? Think Again! - Given by Margot da Cunha, @ChappyMargot - WordStream Inc., Content Marketing Specialist. #SMX #14C

1. #SMX #14C @ChappyMargot
THINK YOU’VE GOT MOBILE PPC
FIGURED OUT?
THINK AGAIN!

2. #SMX #14C @ChappyMargot
Meet Margot
• I’m a PPC Expert at WordStream
• Background in PPC, social media, &
content creation
• Fun fact: My childhood ambition was
to work at McDonalds

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Which one is mine?

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! My Nephew

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MOBILEGEDDON!!!!

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More People
Own a
Cell Phone
then a
Toothbrush!

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More
Searches
on MOBILE
Than
Desktop!

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Yet….
WE SUCK AT IT!

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3 MOBILE PPC
MYTHS UNRAVELED

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MYTH #1: You Need to Target
“Mobile Keywords”

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15% of Searches on Google are Unique
and Have Never Been Searched Before
– Jerry Dischler, Google

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Keyword are DYING!

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PPC Is Becoming
More Automated

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COMPLETE REDESIGN OF
DYNAMIC SEARCH ADS!

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RELAX & Let
Google do the
Work!

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Nervous About Giving Google
the Reins?

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These new DKI’s
are SO
TRANSPARENT

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Wait, what does this have to
do with mobile again?

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Chasing Keywords on
Mobile is a Fools Game

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Less then 10 Minutes to Set Up…
Oh and IT WORKS!

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MYTH #2: Select “Mobile
Preferred,” Adjust Bids &
You’re all Set!

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Clearly, that’s not working…
Remember the graph???

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All mobile searchers
have ADD!

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Google is Evolving
Vertical Mobile Ad
Formats for Several
Industries

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50% of Car & Automotive
Searches Happen on Mobile
50 50
69% of Travel Research is
Done While Waiting or
Commuting

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175% Growth in Shopping Searches
on Mobile in First 5 Months of the Year
48% Growth in Mobile
Finance Searches

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New Mobile Ad Formats to Capture “Micro-Moments”
Old Format New Format

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Google’s Improving it’s Mobile UX so searchers can do more, faster,
through the SERPs

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But, I’m not in the Automotive, Shopping, Travel or Finance Industry ☹

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Larry asked
Jerry

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While you’re waiting…

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Ad Type Mobile
CTR
Mobile CVR
Not device specific 2.66% 2.98%
Mobile preferred ads 3.40% 7.18%
Mobile Preferred Ad
Best Practices:
• Short & sweet
• Speak to the
on-the-go searcher
• Ensure your
headline can stand
on its own
• Ad extensions, duh

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While mobile CTRs are
low, extensions yield
higher CVRs.

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Sitelink Extensions = 20% CTR Increase
Call Extensions = 15% CTR Increase
Location Extensions = 15% CTR Increase

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Use all available ad extensions
Sitelinks
App
Location
Call

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CTR Drops 116% from position 1 to 2
You’re 2x less
likely to show for
mobile vs. desktop
searchers

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You Need to be #1!!!

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MYTH #3: Mobile LP’s Are
Always Better then Desktop LP’s

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TAKEAWAY: You Would be Better Off Sending People to Your Full Site
% WHO SWITCHED TO FULL SITE
33%
36% 29%

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Conversion Rates: Mobile Site vs.
Full Site on Mobile

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BUT, what about
MOBILEGEDDON!?!?!?!

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“UPDATE: A Google spokesperson confirmed this is a small test they are
currently running but there are currently no plans to add this to AdWords
ads,”
- Jennifer Slegg, SEM POST

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Skip the landing page all together
with Call-Only Campaigns

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CALLS WORTH 3X MORE THAN CLICKS
TO WEBSITE!
Desktop Search
Conversion Funnel
Mobile Conversion
Funnel
1.Sees Ad
2.Clicks On Ad
3.Visits Website
Landing Page
4.Lead Captured
1.Sees Ad
2.Calls
Business
3.Lead
Captured
3%
Average
Conversion
Rate!
No Leaky
Landing
Page!!

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Let’s Recap!
Mobile Keyword Targeting is Dying!
• Implement NEW Dynamic Search Ads
Mobile Conversion Rates Suck
• NEW mobile ad formats, add ad extensions, be #1!!!
Mobile Landing Pages Suck
• Stick to your desktop if need be OR get rid of the LP all together w/ call-only
Problem Solution

54. #SMX #14C @ChappyMargot
Thank You!
Twitter: @ChappyMargot
LinkedIn: http://www.linkedin.com/in/margotdacunha
Google Plus: +Margot da Cunha