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The Top 5 Mobile Advertising
Hacks of All Time!
Larry Kim, WordStream, Inc.
Download Slides Here:
http://bit.ly/mobile-hacks
• (Slightly) Obsessed with
Game of Thrones
• Had a Kid 12 Months ago
(#ppckid)
• Founder of WordStream
(World’s largest PP...
Warning: Mad Mobile PPC
Marketing Science Ahead!
The Top 5 Mobile
Advertising Hacks
of All Time
Mobile Ads Hack #1
Eliminate Your Landing Pages
Using New PPC Call Campaigns
The Marketing Funnel is a
Ridiculously Obsolete Concept.
You Can Bypass
this Funnel
Entirely!
Captured Lead
View Landing P...
@LarryKim #sascon
@LarryKim #sascon
So Bypass the Landing Page
Completely
@LarryKim #sascon
Click-to-Call is a Total Game Changer
Mobile
Conversion Funnel
1.Sees Ad
2.Calls Business
3.Lead Captured
No Leaky
Landing...
Dramatically Increase Contact &
Qualification Rates
Response Time From Creation by 5 Minutes
Contact rates significantly d...
Users are 9x more likely
to place a call from a
mobile SERP than a
desktop.
Force Mobile Searchers to Call You
@LarryKim #...
• Literally just
pay for Calls to
your Business!
• Wow.
Amazing!
New Call-Only Campaigns in AdWords
@LarryKim #sascon
Use Facebook Click-to-Call
Buttons
@LarryKim #sascon
Mobile Ads Hack #2
Train your Telesales Team
Telesales (Call Center) Training
• Change your Business model
to take calls
• Record phone calls to
understand caller
expe...
Call Center
Training is to
Mobile as Landing
Page Optimization
is to Desktop
Mobile Ads Hack #3
Eliminate Your Landing Pages Using
Facebook and Twitter Ads
More Than Half a Billion People Access
Facebook Solely From Mobile
Leads Get Emailed or Posted to You
@LarryKim #sascon
@LarryKim #sascon
Skip Landing Pages With Twitter &
Facebook Ads: Lead Capture Ad Formats
Leads Get Emailed or Posted to You
Entire Stage of...
Mobile Ads Hack #4
Pre-Qualify Mobile Clicks Using New
Mobile Ad Formats
Conversion Rate is Defined as:
(Captured Leads / Website Visitors) *100%
Huge leverage in
changing the “Website
Visitors” ...
Mobile Shopping Ads Steal All the
Conversions
Expandable
Product Card
Local Inventory
ads
Reviews and
Ratings
Price, Image...
New Automotive Ad Formats
More Likely to Inspire Actions
Image Carousel
With Detailed Info
Call or Get
Directions
@LarryKi...
New Mobile Hotel Ad Experiences
Ratings Info! Click to Book!
@LarryKim #sascon
Compare and Buy Insurance Online
Expandable
Product
Card
Call Local
Agent
Detailed
Reviews
@LarryKim #sascon
Use Google to Get a Credit Card
Compare
Rates
Support for
Regional Banks
@LarryKim #sascon
Get a Mortgage!
Latest Rates Ratings and
Details
@LarryKim #sascon
@LarryKim #sascon
New Mobile Ad Formats Steal All The Conversions
@LarryKim #sascon
CRO Hack #1
Take Advantage of the Great
Mobile Ads Sale of 2015
Mobile Search Ads Clicks Are Worth More Than
Desktop Clicks
@LarryKim #sascon
Yet They Cost 30% Less Than Desktop Clicks
@LarryKim #sascon
Mobile Ad Hacks:
Super Important Key
Takeaway
@LarryKim #sascon
Rethinking CRO:
2 Key Takeaways
@LarryKim #sascon
@LarryKim #sascon
1. Eliminate Landing Pages: Using Call Extensions and
Call-only Campaigns
2. Call Center Training: is like Landing Page Op...
Thank You!
Slides: http://bit.ly/mobile-hacks
@LarryKim #sascon
The Top 5 Mobile Advertising Hacks of All Time
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The Top 5 Mobile Advertising Hacks of All Time

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Larry Kim's Presentation on Mobile Advertising Hacks for SAScon (Search, Analytics and Social Conference) in Manchester, England - June 2015.

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The Top 5 Mobile Advertising Hacks of All Time

  1. 1. The Top 5 Mobile Advertising Hacks of All Time! Larry Kim, WordStream, Inc.
  2. 2. Download Slides Here: http://bit.ly/mobile-hacks
  3. 3. • (Slightly) Obsessed with Game of Thrones • Had a Kid 12 Months ago (#ppckid) • Founder of WordStream (World’s largest PPC marketing software & services company) About Larry @LarryKim #sascon
  4. 4. Warning: Mad Mobile PPC Marketing Science Ahead!
  5. 5. The Top 5 Mobile Advertising Hacks of All Time
  6. 6. Mobile Ads Hack #1 Eliminate Your Landing Pages Using New PPC Call Campaigns
  7. 7. The Marketing Funnel is a Ridiculously Obsolete Concept. You Can Bypass this Funnel Entirely! Captured Lead View Landing Page Website Visitors @LarryKim #sascon
  8. 8. @LarryKim #sascon
  9. 9. @LarryKim #sascon
  10. 10. So Bypass the Landing Page Completely @LarryKim #sascon
  11. 11. Click-to-Call is a Total Game Changer Mobile Conversion Funnel 1.Sees Ad 2.Calls Business 3.Lead Captured No Leaky Landing Page! Desktop Search Conversion Funnel 1.Sees Ad 2.Clicks On Ad 3.Visits Website Landing Page 4.Lead Captured 3% Average Conversion Rate! Golden Rule of Mobile Traffic: “Calls to Businesses are Worth +3x More Than Clicks to Websites” @LarryKim #sascon
  12. 12. Dramatically Increase Contact & Qualification Rates Response Time From Creation by 5 Minutes Contact rates significantly drop off after 5 minutes. Why? Declining interest, alternate solution, etc. @LarryKim #sascon
  13. 13. Users are 9x more likely to place a call from a mobile SERP than a desktop. Force Mobile Searchers to Call You @LarryKim #sascon
  14. 14. • Literally just pay for Calls to your Business! • Wow. Amazing! New Call-Only Campaigns in AdWords @LarryKim #sascon
  15. 15. Use Facebook Click-to-Call Buttons @LarryKim #sascon
  16. 16. Mobile Ads Hack #2 Train your Telesales Team
  17. 17. Telesales (Call Center) Training • Change your Business model to take calls • Record phone calls to understand caller experience • Ensure all calls are being handled. Sending calls to voice-mail is equivalent to Website being down. @LarryKim #sascon
  18. 18. Call Center Training is to Mobile as Landing Page Optimization is to Desktop
  19. 19. Mobile Ads Hack #3 Eliminate Your Landing Pages Using Facebook and Twitter Ads
  20. 20. More Than Half a Billion People Access Facebook Solely From Mobile Leads Get Emailed or Posted to You @LarryKim #sascon
  21. 21. @LarryKim #sascon
  22. 22. Skip Landing Pages With Twitter & Facebook Ads: Lead Capture Ad Formats Leads Get Emailed or Posted to You Entire Stage of Conversion Funnel Eliminated!! @LarryKim #sascon
  23. 23. Mobile Ads Hack #4 Pre-Qualify Mobile Clicks Using New Mobile Ad Formats
  24. 24. Conversion Rate is Defined as: (Captured Leads / Website Visitors) *100% Huge leverage in changing the “Website Visitors” part of the equation by sending more qualified traffic. How? Captured Lead View Landing Page Website Visitors @LarryKim #sascon@LarryKim #sascon
  25. 25. Mobile Shopping Ads Steal All the Conversions Expandable Product Card Local Inventory ads Reviews and Ratings Price, Image, Review, and Availability Communicated *BEFORE* Clicking Ad!! @Larry Kim #sascon
  26. 26. New Automotive Ad Formats More Likely to Inspire Actions Image Carousel With Detailed Info Call or Get Directions @LarryKim #sascon
  27. 27. New Mobile Hotel Ad Experiences Ratings Info! Click to Book! @LarryKim #sascon
  28. 28. Compare and Buy Insurance Online Expandable Product Card Call Local Agent Detailed Reviews @LarryKim #sascon
  29. 29. Use Google to Get a Credit Card Compare Rates Support for Regional Banks @LarryKim #sascon
  30. 30. Get a Mortgage! Latest Rates Ratings and Details @LarryKim #sascon
  31. 31. @LarryKim #sascon
  32. 32. New Mobile Ad Formats Steal All The Conversions @LarryKim #sascon
  33. 33. CRO Hack #1 Take Advantage of the Great Mobile Ads Sale of 2015
  34. 34. Mobile Search Ads Clicks Are Worth More Than Desktop Clicks @LarryKim #sascon
  35. 35. Yet They Cost 30% Less Than Desktop Clicks @LarryKim #sascon
  36. 36. Mobile Ad Hacks: Super Important Key Takeaway @LarryKim #sascon
  37. 37. Rethinking CRO: 2 Key Takeaways @LarryKim #sascon
  38. 38. @LarryKim #sascon
  39. 39. 1. Eliminate Landing Pages: Using Call Extensions and Call-only Campaigns 2. Call Center Training: is like Landing Page Optimization for Mobile 3. Eliminate Landing Pages: Using Twitter & Facebook Ads = Mostly Mobile Ads. Use Lead-Gen Ad Formats. 4. Steal All The Mobile Conversions: Leverage the latest mobile-responsive ad formats. 5. Act Now: The Great PPC Mobile sale of 2015 won’t last. Five Mobile PPC Hacks to Remember @LarryKim #sascon
  40. 40. Thank You! Slides: http://bit.ly/mobile-hacks @LarryKim #sascon

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