1.
Meet Your Presenters
PPC Evangelist
WordStream
Erin Sagin
Strategic Partnerships
Manager, Google
Cindy Laning

2.
The State of Mobile

3.
1987…

4.
1989…

5.
1998…

6.
2005…

7.
2005…

8.
We don’t go online. We live online.

9.
Mobile: A Way of Life for Consumers
Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-nomophobia-the-fear-of-being-without-their-phone/

10.
Bottom Line: Mobile is Kind of a Big Deal

11.
How Are We Using
Our Mobile Devices?

12.
7:00am Alarm Goes off
7:05am Text My Family
7:45am Check time
8:12am Picture of Freedom Tower
9:03am Read text from Marc
1:23pm Text Oliver
1:29pm Read text from Oliver
5:38pm Take picture of traffic
5:40pm Send picture of traffic
Moments

13.
7:15am Find Cafe Near me
7:53am Watch how-to fix bathroom
video
7:59am Directions to Home Depot
9:15am Compare prices and brands
9:31am Search for Coupons
10:07am Read about running shoes
1:23pm “Running tips” on YouTube
1:45pm Search for running
stores near me
5:38pm Read articles on Paris
6:01pm Research Hotel Prices
Micro Moments

14.
CONNECT THE DOTS
Know your
moments
Win your
moments
Know what
success looks
like
1 2 3

15.
I want-to-know
moments

16.
I want-to-go
moments

17.
I want-to-do
moments

18.
I want-to-buy
moments

19.
Google Confidential and Proprietary

20.
of smartphone users turn to their
phones to learn more about
something seen in a TV commercial
of online users are looking up more
information online now compared
to a few years ago
Consumers in the Micro-Moment, Wave 2, Google/Ipsos, US, May 2015, n=1,005, based on internet
users
Google Consumer Surveys, US, May 2015, n=1243
I-WANT-TO-KNOW MOMENTS
65%
66%

21.
Consumers in the Micro-Moment, Wave 2, Google/Ipsos, US, May 2015, n=1,005, based on internet
users
Google Consumer Surveys, US, May 2015, n=1243
I-WANT-TO-KNOW MOMENTS

22.
of smartphone users turn to a
search engine when looking for a
local business
increase in
“near-me” search interest
The Consumer Barometer Survey 2014/2015, US, n=1,000, based on internet users
Google Trends March 2015 vs Mar 2014
82%
2x
I-WANT-TO-GO MOMENTS

23.
Google Data, United States, Q1 2015, Q1 2014
Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet users
increase in searches
related to “how-to” on YouTube
of smartphone users turn to their phone
for ideas while doing a task
70%
91%
I-WANT-TO-DO MOMENTS

24.
70%
Increase in
searches
related to “how-
to” on YouTube

25.
I-WANT-TO-BUY MOMENTS
of smartphone users consult
their phone while in a store
of consumers report having made a
purchase in their kitchen
Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet
users
Google Consumer Surveys, US, April 2015, n=1509
82%
39% Drive traffic
to your stores
Make it easy
for shoppers
to find you
Draw attention to
all your offerings

26.
Micro-Moments Have Changed the
Consumer Journey
Acting on any stimulus,
whenever we’re
motivated to
High
expectations
For relevance and for
frictionless experiences
Unscripted
decisions
More loyalty to the
need in the moment vs. a
brand

27.
Are You Prepared to Tap
Into These Micro-Moments?

28.
Don’t Be Ashamed,
You’re In Good
Company

29.
Set Competitive Bids
Mobile Tip #1

30.
Search Impression Share by Device
You’re 2x less likely to
show for mobile vs.
desktop searches.

31.
Search Impression Share Lost to Rank,
By Device
Mobile impression
share penalty is 2x
more dramatic than it’s
desktop counterparts.

32.
Ad Rank
Bonus! Ad Extensions!

33.
Mobile Bids Should Be Top of Mind

34.
Hone In On Your Quality Scores
Every +/- 1 point in
Quality Score results in
+/- 18% change in
Mobile Impression
Share (!!)

35.
Base Bids on Daily Behavior
Mobile Tip #2

36.
Search Volume By Device
(Average Week Day)

37.
Search Volume By Device
(Average Weekend Day)

38.
Understand YOUR Audience’s Behavior

39.
Ensure Your Business Is Prepared

40.
Schedule Your Extensions Accordingly

41.
Create Engaging Content
for the SERP
Mobile Tip #3

42.
This Goldfish Has A Longer
Attention Span Than You Do

43.
Our Phones Are Minefields

44.
Layer In External Factors

45.
How the heck does anyone
actually COMPLETE a
purchase via smartphones?!

46.
Mobile Preferred Ad Copy– A Solid Start

47.
We’ve Got You Covered!

48.
Utilize Ad Extensions

49.
App Extensions

50.
Call Extensions

51.
Make Your Phone Ring
Mobile Tip #4

52.
Phone Calls = Hot Leads
Calls worth 3x more than clicks to your landing page!

53.
BONUS! Call-Only Campaigns
*Pro-tip:
Bypass your
mobile landing
pages
altogether!

54.
Track Your Phone Calls

55.
Keyword Level Call Tracking

56.
Keyword Level Call Tracking

57.
Step-Up Your Mobile
Landing Pages
Mobile Tip #5

58.
What Happens AFTER the Click?

59.
If You DON’T Have a Mobile Landing
Page, Shame On You

60.
Have A Mobile
Landing Page?

61.
Sorry Guys, Most Mobile Landing Pages Suck

62.
Because Mobile Is Slow…

63.
Because Mobile Screens Are Small…

64.
Because People are Dumb…

65.
Conversion Rates: Mobile Site vs. Full Site
on Mobile

66.
And Those Are the People
Who Stuck Around!
Only 9% of users will stay
on a mobile site or app if it
doesn’t satisfy their needs.
-Google

67.
We’ve got you covered!

68.
Clean, Streamlined Mobile Landing Pages

69.
We’ll Even Store Your Leads For You!

70.
Special offers, would you like?
a) FREE Live demo of the WordStream Advisor to
learn how to manage your PPC in 20 minutes a
week
b) 1-1 AdWords Assessment with AdWords
Certified Consultant
c) I don’t need help with my PPC

71.
Questions?
Email: support@wordstream.com
Phone: (617) 963-0555 x2