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Mobile Search: Little Changes Can Go A Long Way
Adapting Mobile Search Ads To Improve Performance
Jonathan KaganAssociate Director, Search Marketing
Digitas
• Associate Director of SEM for Digitas
• 8 years in search marketing
• Worked in nearly every vertical
• Google & Bing Certified
• Clients range in size from $2K annually to $30 million annually
• 2013 Recipient of Google’s Search Excellence Award
About Me
Agenda• Ad Copy
• Sitelinks & Extensions– Sitelinks– Location Extensions– App Extension– Click to Call– Day Parting
• What Should I do Next?
• Mobile Site Experience
• Some of the easiest adjustments to make are:
• Using the word “phone”• Adjusting the display URL to be
device relevant• Making CTA’s device specific
Performance from change– Credit Services Client saw a:
• 62% increase in CTR• 43% decrease in CPC• 50% decrease in CPA
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Addition of mobile specific ad copy
Editing Ads for Mobile
Sitelinks & Extensions
Why Should I?
– Advertisers get to include additional links to each ad
– Helps advertisers occupy a little more of the “real estate” on the SERP
– Consumers get the perception they can “pick their own path”
– Google data indicates that when present, CTR increases, as much as 30%*
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Sitelinks: The extra little blue links you just recently noticed showing on another advertisers mobile ad
Availability: Yes TBD (possibly Q2)
Tablet Relevant: Yes Yes, browser only
Our Clients:Home Appliance Client saw a 600% increase in CTR when Sitelinks are visible
*Google, 2/2013
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Location Extensions: When the mobile ad tells you where the competitions business is located
Why Should I?
– Link Google Places location to the ad unit, and display a map of the location
– An absolute must for driving foot traffic
– As much as 52% of consumers who searched for a business on a mobile device visited the location shortly after*
– Google data indicates that when present, CTR increases, as much as 10%**
*Drivers of Local Mobile Engagement”, 11/2011**Google, 2/2013
Availability: Yes Yes
Tablet Relevant: Yes Yes, browser only
Our Clients:Restaurant Client saw a 52% increase in CTR when Location extensions are visible
Sitelinks & Extensions
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App Extension: When the mobile app icon shows in the SERP and you can click to download it
Why Should I?
– Ideal for when your app is a better experience than your mobile site
– Easy way to increase mobile app downloads (great for those who get paid for ad space on them)
– Google reports a 7% increase in CTR when app extension is present*
*Google, 2/2013
Availability: Yes No
Tablet Relevant: Yes No
Our Clients:Home Appliance Client saw a 8% increase in CTR when App extensions are visible
Sitelinks & Extensions
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Click-to-Call: When you click a mobile ad, and it dials a phone number
Why Should I?
– Frequently call centers have a better conversion rate than a website (especially a mobile website)
– Gives searchers that often desired “human touch”
– Better tracking of search to call user path
– Google reports a 7% increase in CTR when app extension is present*
*Google, 2/2013
Availability: Yes Yes
Tablet Relevant: Yes Yes, browser only
Our Clients:Travel Service Client saw a 40% CVR when using mobile Click-to-Call
Sitelinks & Extensions
What To Do• Dedicate a unique phone # to the
effort
• Run on non-brand exact and phrase match keywords only
• Make sure your ad has a CTA to encourage the call
• Note and analyze content of call
Why You Should Do It• Easy and accurate way to
measure CTC success
• Reduces the number of customer service based calls
• Helps take advantage of the better CVR from calls
• Learn what searches are encouraging customers to call
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CTC can be an excellent way to tie your online traffic to your offline conversions, but there is some legwork needed on your end to make it happen
Click-to-Call Reco’s
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Day Parting: When your ad, only shows at certain times of the day
Why Should I?
– Save’s precious budget– Helps avoid time with less qualified
traffic– Ideal to flight with radio/TV– Customize ads for certain times of
the day
*Google, 2/2013
Our Clients:Several of our clients are very ROI/CPA focused, so performance is tracked down to time of day and day of the week. Late night hours, when sales are typically lower, campaigns are paused, for others, the ad copy is adjusted, to align with the consumers thought pattern at certain times of the day.
Sitelinks & Extensions
• Always use a mobile optimized website for the destination URL– Failure to do so, often leads to a poor user experience
– If a mobile experience is not available, do what you can for click alternatives:• Click-to-Call, call function only• Location extension with CTA for foot traffic• App extension with download function only
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The Site Experience
What To Do
• Minimize the need for personal information or registrations
• Keep it connected and aligned with the desktop site
• Make information concise and to the point
• Make the conversion process as easy as possible
Why You Should Do It
• Collect what is needed for a sale, to prevent abandonment
• Ability to access profiles on mobile for expedited checkouts
• Screen size; it just isn’t ideal for reading large a lot of text
• Mobile shopping carts have a 97% abandonment rate*
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When developing a mobile site, keep the following in mind:
*Marketing Daily, 10/2012
The Site Experience
Quick Changes• Make sure your ads are
visible• Only the first 2 positions get visibility
• Introduce device specific ad copy
• Phase out old copy slowly, don’t just delete it
• Implement an extension• Determine which will
produce the most value for you (ie foot traffic = Location extensions)
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With little effort, basic adjustments in the appearance of your ad can lead to big improvements in efficiency, and positive results to your bottom line
If you’re not 1st (or 2nd), then you may as well not even try
Simple change that can lead to big resultsThere is an extension for almost everyone
What Should I Do Next?
Mobile Search is Not Rocket Science
• Ultimately, you know your business better than anyone else, and know what is best for your bottom line
• All you need to do is adapt your business needs, to the consumer mindset of what creates confidence and a positive experience when using their phones for search
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The Take Away
www.onlinemarketinginstitute.org
Thank You
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