You’ve Heard It a Million Times…[briefly review the stats – say we’ve heard many retailers complaining about how Google just wants them to pay more money!Roughly how much time do you

spend on your mobile phoneevery day?

43% MobileGoogle Ad Click Share?

55% MobileGoogle Shopping by Device?

You’ve Heard It a Million Times…[briefly review the stats – say we’ve heard many retailers complaining about how Google just wants them to pay more money!

What You’ll Learn Today…Find and utilize the right data for making good mobile paid search decisions.

Bidding strategies to improve ROI and target mobile Shopping.

Build mobile ads that generate quality clicks.

The options for high-converting mobile sites.

The Benefits of Adapting Early

Mobile cost has been rising (as competition increases), but profitability has also been rising.

Web Undies saw the trends and adapted early, building an award-winning mobile site.30-50% of search revenue coming from mobile!

You’ve Heard It a Million Times…[briefly review the stats – say we’ve heard many retailers complaining about how Google just wants them to pay more money!

Follow the Data

Product PerformanceBased on Device

Cross-Device ConversionsFollow your buying funnel.

Monitor traffic when adjusting mobile bids.

You’ve Heard It a Million Times…[briefly review the stats – say we’ve heard many retailers complaining about how Google just wants them to pay more money!

Bidding Strategies(It’s Not About Throwing

More Money at the Problem)

AdWords Mobile Bid ModifiersBid at the ad group level.Make small, educated updates.Analyze site performance.

Mobile Google

Shopping

Mobile-Only Shopping

Campaigns1. Duplicate campaign(s)2. Set -100% bid modifier in first campaign.3. Filter traffic with priority settings.

You’ve Heard It a Million Times…[briefly review the stats – say we’ve heard many retailers complaining about how Google just wants them to pay more money!

Building Mobile AdsThat Capture Quality Clicks

MobileAd Copy That Converts

Include a mobile-preferred ad in every ad group.

Test shorter description lines.

Test mobile-specific language.

Mobile Ad Extensions

Get Creative!

Sitelinks.Callouts.

Offers.Reviews.Location.

App.Calls.

You’ve Heard It a Million Times…[briefly review the stats – say we’ve heard many retailers complaining about how Google just wants them to pay more money!Mobile Sites

That Convert

Landing Pages

vs

What are Your

Options?

Responsive Web Design

Dedicated Mobile Site

What are Top Retailers Doing?

The Pros of Responsive Web Design1. One Website. Easier to administer one website for all devices.2. A Single URL. Makes sure your users will find you on mobile devices without waiting for redirects.

4. Easy Marketing. No extra work for the marketing dept.

3. SEO. Your content is detected in one place.

5. Low Cost. One website is cheaper than two.

The Cons of Responsive Web Design1. One Website. Mobile buying behaviors are unique.

2. A Single URL. Delivering the same content to mobile means slower page-load times for mobile shoppers.

4. Easy Marketing. One site means you’re treating all your traffic the same – when mobile marketing is quite different.

3. SEO. Moot issue. Google has guidelines for dedicated SEO.

5. Low Cost. This one’s a fallacy, as RWD requires a whole site replatform.

Common QuestionsSince a dedicated mobile site is separate, making updates or changes require the retailer to do so on BOTH their desktop site and their m. site. Is this true?Doesn’t a dedicated mobile site take more time to load, since there is a detection and redirection that has to occur?

What is the biggest challenge with responsive web design?

How does a dedicated site handle the wide range of screen sizes/ devices?  Is there a different version for 5 inch phone screens vs. 8 inch tablets vs. 12 inch tablet?

RWD vs. Dedicated Mobile

As mobile grows, shrink-to-fit becomesless effective.

Dedicated mobile allows you to cater to unique buying behaviors

ConclusionRWD is better for some sites (content delivery)Google is OK with either.Mobile is a unique channel and you should have the option of delivering a mobile-specific shopping experience.

As mobile traffic grows, so do the benefits of dedicated mobile.

Dedicated sites don’t mean more work.

Dedicated sites are typically faster to build, faster load times, and less expensive.

You’ve Heard It a Million Times…[briefly review the stats – say we’ve heard many retailers complaining about how Google just wants them to pay more money!

What’s Next?Analyze your organic & advertising data to see the specific mobile trends for your business.

Implement smart, gradual bidding strategies to build ROI.

Set up mobile-preferred ads to generate quality mobile clicks.Make sure your website isn’t sabotaging your advertising dollars.

Watch This and Other Ecommerce Webinars at:

www.roirevolution.com/webinars

You’ve Heard It a Million Times…[briefly review the stats – say we’ve heard many retailers complaining about how Google just wants them to pay more money!

Questions?

Connect with ROI |

Jacqueline BorrettSenior Analyst

Wilson KerrVice President