Mark Irvine's slides on mobile paid search strategies from SMX Advance's local workshop. June 2015

1. #SMX @MarkIrvine89
Mobile Search For 2015
Getting the most out of the fastest growing audience

2. #SMX @MarkIrvine89
Meet Mark Irvine
• Data Scientist at Wordstream in
Boston, MA
• Researches industry trends in PPC
• Been working Paid Search for 3 Years
• Before PPC Life, worked with NESN,
ESPN, & CBS Sports

3. #SMX @MarkIrvine89
The US Has Officially Gone Mobile
*US Smartphone population data from aggregated comScore reports. US Population estimates via US Census Bureau.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Share of US Population with Smartphones

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Mobile is a Big Deal
 Number of US Adult Consumers: 232 Million
 Number with smartphones:
 Number with credit cards: 167 Million (72%)**
187 Million (81%)*
*ComScore, March 2015 Estimates
**Federal Reserve Boston, September 2014 Estimates

5. #SMX @MarkIrvine89
Today, there are more people carry a
smartphone than a credit card.

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Growing Mobile Search Volume
 Mobile
search
volume is
growing –
faster than
desktop.

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Exclusive Mobile Audiences
 The mobile only population has exceeded
the desktop only population in the US.
 This audience
represents a
unique & new
demographic for
advertisers.

8. #SMX @MarkIrvine89
Mobile Search Has Already Beat Desktop
 Bullets Go Here
 And Here
Jerry Dischler,
VP AdWords

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Success of the Mobile SERP - 4 Parts
Reach the Mobile SERP

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Success of the Mobile SERP - 4 Parts
Reach the Mobile SERPStand out on the Mobile
SERP

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Success of the Mobile SERP - 4 Parts
Convert the
Mobile searcher

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Success of the Mobile SERP - 4 Parts
Drive action off
their mobile
device

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1. Reach the Mobile SERP

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Making It To the SERP is Difficult
 Wordstream Study across 1,200 SMB accounts.
0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5 6 7 8
SearchImpressionShare
Ad Position
Search Impression share, by device
Desktop
Mobile
Tablet
It’s TWICE as
hard to get your
ad on the mobile
SERP!

15. #SMX @MarkIrvine89
Making it to the SERP is Difficult
• Mobile Ads are much less likely to
be shown, even in position 1.
• Below position 2, forget it.
• No accounts had mobile position
below 4.3.

16. #SMX @MarkIrvine89
Integrate mobile keyword strategy
 People search differently on mobile. Make
sure you’ve got your bases covered!
sears lawnmower prices
best chinese restaurants in ny
iphone6 reviews
definition of love
vacation packages in cancun
different types of ski masks
sears coupon
chinese
iphone6 price
dictionary
cancun
ski mask

17. #SMX @MarkIrvine89
Local Is Key To On The Go Searchers
 Users searching “Near Me” has doubled in
the past 12 months.
 Make sure
your mobile
strategy
reflects a
local
audience.

18. #SMX @MarkIrvine89
Mobile Becoming Increasingly Costly
Mobile CPCs
have increased
150% since
2012.
Desktop CPCs
have increased
50%
Wordstream Study from 400 USD clients consistently advertising on mobile since 1/1/12
Enhanced
Campaigns

19. #SMX @MarkIrvine89
Adjust Your Mobile Bids
 Revisit mobile budget strategy
 Don’t be afraid to raise mobile bids
CASE STUDY:
• +300% MBA
• Mobile CPC is still 1/3 of desktop
Device Search Clicks Search CPC
Desktop 139 $0.30
Mobile 2,322 $0.12
Tablet 17 $0.35

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Even if mobile traffic is worth less,
mobile traffic isn’t worthless.
Use mobile bid adjustments accordingly.

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Catering Your Mobile Bid
 Your approach to mobile doesn’t need to be all or
nothing.

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2. Stand out on the Mobile SERP

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Exclusive Mobile Audiences
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
1 2 3 4 5 6 7 8
SearchCTR
Ad Position
Expected CTR, by device
Desktop
Mobile
Tablet
 Wordstream Study across 1,200 SMB accounts.

24. #SMX @MarkIrvine89
Speak To Mobile Audiences
Universally, those who use mobile preferred ad copy find it successful.
Ad Type Mobile CTR Mobile CVR
Not device
specific 2.66% 2.98%
Mobile
preferred ads 3.40% 7.18%
 Cater to an audience on-the-run
 Keep language short & sweet
 Common themes of the best mobile
preferred ad copy included “Mobile” or
“Phone” specific language

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Use All Available Ad Extentions
Location!
Sitelinks!
Call
Out!Call!

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Use Mobile Specific Extensions
All ad extensions help boost performance, but mobile extensions speak more
specifically to the audience. Sitelink Type Mobile
Sitelink CTR
Mobile
Sitelink CVR
Not device
specific 0.99% 4.36%
Mobile
preferred ads 1.13% 5.64%
 Character limit on mobile is often more
strict.
 Fewer extensions likely to show –
highlight your best.
 Again, make your offer mobile-friendly.

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Let Them Know You’re Friendly
 Google favors sites that are mobile-responsive
 Test yours at:
www.google.com/webmasters/tools/mobile-friendly/

28. #SMX @MarkIrvine89
New Mobile Ad Formats
 New mobile ad formats signal a revolution in
how Google approaches search.
Image Carousel
With Detailed Info
Call or Get
Directions
50% of Car &
Automotive
Searches Happen
on Mobile.

29. #SMX @MarkIrvine89
New Mobile Ad Formats
 For Travel:
Vacancies available
directly on the SERP
Book directly from
the SERP
69% of Travel
research is done
while waiting or
commuting

30. #SMX @MarkIrvine89
New Mobile Ad Formats
 For Finance:
Compare rates for
mortgages, credit
cards, insurance
Support for local agents
& branches
48% Growth in
Mobile Finance
Searches

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New Mobile Ad Formats
 For Ecommerce:
Local Inventory
Ads
Expandable
Product Card on
SERP
69% of Travel
research is done
while waiting or
commuting
Transparent
Reviews &
Ratings
175% Growth in
Shopping Searches
on Mobile in First 5
Months of Year

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3. Convert the Mobile Searcher

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Mobile in 2009 Was A Different Story

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Mobile Conversion Trends
 Bullets Go Here
 And Here
Mobile CVRs still lag
Desktop/Tablet, though
improving

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Mobile Has Changed
 Bullets Go Here
 And Here

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Mobile Has Changed
Mobile screensize &
download speeds have
increased

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Poor Content Makes Poor Experience
 Problems with the mobile user are
different than 2011/2012
 No longer need small, content bare sites
 Most users are researchers and need that
content-rich experience
16.5-20% of users on sites
like this opted for “Full Site”
option
The mobile users who made
the switch were also more
likely to convert!

38. #SMX @MarkIrvine89
Convert Mobile Users With A Different Offer
 Make sure your offer is
possible on a mobile
device
 Avoid offering whitepaper
downloads or demo/trial
downloads
 Give option to call in and
ask questions
Present a mobile CTA

39. #SMX @MarkIrvine89
Google Pay
 Increase conversions in apps or mobile sites with
Google Wallet payments.
 Streamline mobile
conversions by skipping
a leaky checkout process!

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Mobile Users Convert Best Off Your Page
Mobile-specific offers of click-to-call and app extensions with lower
CTRs, but extremely high CVRs!

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Call Only Campaigns
 Don’t have a mobile website? Click to Call is a cheap way to
drive new leads. MOBILE ONLY Call only campaigns
launched in Feb.
Users are 3x more likely
to place call from Mobile
than desktop

42. #SMX @MarkIrvine89
Replaces “Phone Number Only” Call Extensions
 “Phone Number Only” Call Extensions will automatically
become regular call extensions any day now.
“Phone Number Only”
Call Extensions
Call Only Campaigns
Launched <Find this out> Feb 2015
Sunset June 2015 N/A
Shows on mobile as Click to call if extension
shows;
Text ad otherwise
Always click to call
Campaign targets All devices Just mobile

43. #SMX @MarkIrvine89
Mobile Calls Come Off Hours
 Bullets Go Here
 And Here
80% of desktop calls
come between 9-5, M-F
vs. only 63.8% on mobile

44. #SMX @MarkIrvine89
Scheduling Your Calls
 More mobile calls occur outside of
M-F|9a-5p and are bigger for
B2C markets.
 Consider only running call
extensions or call campaigns
when store or customer service
line is open & eliminate wasted
spend.
 Or consider investing in longer
call hours to field more leads.

45. #SMX @MarkIrvine89
Mobile App Extensions
 Mobile users now spend more time in
apps than they do in any other mobile
activity. Mobile App
Extension

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4. Drive Action Off Their Mobile Device

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Measure Calls From Paid Search
Track calls from call extensions & measure what’s generating calls on the
SERP

48. #SMX @MarkIrvine89
Measure Calls From Paid Search
Track calls from landing pages & import them directly as offline conversions.
Record & Listen to calls to score your leads with Wordstream or similar services.

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Track Offline Actions from Online Visits
9 out of 10
Smartphone Users
Start a Task on one
Device and Finish on
Another
 Measure Estimated Cross-Device & Total
Conversions

50. #SMX @MarkIrvine89
Track Offline Actions from Online Visits
Track in person store
visits after a paid click
9 out of 10
Smartphone Users
Start a Task on one
Device and Finish on
Another
 Google also began
reporting “In Store
Visits” from paid clicks
for some advertisers.
 Currently available for
larger brick & mortars

51. #SMX @MarkIrvine89
Offline Media Creates Online Action
0%
100%
200%
300%
400%
500%
600%
700%
Shareoftypicalactivewebsiteusers
Time
Website Visitors Following Regional TV Buy
Active Website Visitors
2:29 – 6x active users
1:55 - Ad airs
2:02 – 6x active users
2:23 – Traffic 10%
Elevated. Ad airs.
2:46 – Traffic 20%
Elevated.

52. #SMX @MarkIrvine89
Think Mobile First
0%
100%
200%
300%
400%
500%
600%
700%
Shareoftypicalactivewebsiteusers
Time
Website Visitors Following Regional TV Buy
Mobile Visitors
Tablet Visitors
Desktop Visitors

53. #SMX @MarkIrvine89
We’re Looking At Multiple Screens – At the Same Time!
 Source: “The New Multi-
Screen World Study”,
 Think With Google, 2012
Mobile users are
3x more likely
to respond to a
commercial

54. #SMX @MarkIrvine89
THANK YOU!
Mark Irvine, Wordstream