Mobile Boot Camp

Mobile Boot Camp
Top Tool and Tricks to Survive and Thrive in Today’s Mobile First World
Navah Hopkins
@navahf #CAPECODMARKETING

Navah Hopkins
Customer Success Team Lead
@navahf
nhopkins@wordstream.com
www.linkedin.com/in/navahhopkins
www.wordstream.com
Meet Your Presenter

Agenda
• Mobile Landscape
• Account Structure: Campaigns + Keyword Theory
• Bid Modifiers: Focus the Budget
• Ad Copy: Optimizing Copy For Mobile + Mobile Extensions
• Landing Pages: Path to Conversion + Mobile User Experience

Mobile Landscape

Lay of the Land – We’re in the Mobile Age
50% of all searches
expected to come from
mobile by 2018

Men & Women 18-29 Have 92% Adoption Rate

Men & Women Over 65 Have 42% Adoption Rate

Regardless of Income Level, At Least 60% Adoption,
&Rises to 93% of Consumers Making Over $75K

Long Story Short:
Your Customer is on Mobile

40% Of Mobile Searches Have Local Intent
(Google Mobile Moments Study)

Average smartphone conversion rates are up 64%
compared to the average desktop conversion
rates. (CMS Report)

Mobile Market Share

Mobile Search Result Pages (SERPs)
Mobile Desktop
VS.

By 2019, mobile advertising will represent 72%
of all US digital ad spending. (Marketing Land)

What did we learn
• Mobile market share is skyrocketing and not having a mobile plan is
profit suicide
• The SERPs are different between desktop and mobile and our
messaging should reflect that.
• All demographics have a sizable mobile market and they convert
better than their desktop counterparts.

Account Structure

Budget, Location, & Schedule Set At
Campaign Level
• Be sure to select all features
• No Search with Display Select
• Try to only include one region per
campaign (timezone, bids, and how
people search)

Mobile Specific Campaign
• Schedule for peak mobile hours (think
commuting)
• Exclude Desktop traffic to avoid
duplicates
• Still try to only include one region per
campaign (timezone, bids, and how
people search)

Making an Existing Campaign Work By the
Data

Schedules for Mobile: Account for Intent

Who Wins?

Conversions May Surprise You
Friday Monday

A Campaign Forced to Accommodate Too
Many Initiatives Will Break…
Curse you
leg/balance/back/arm day….

Budget For Mobile
• Mobile bids need to be
aggressive: aim for position 1-
1.5
• Lead to conversion rate for
form-fills vs. calls
• How many new customers are
you getting now, and where
can that number grow to?

Keyword Theory: More Conversational on
Mobile
• Where can I find…
• Ok google, where is…
• How much is ___ in…
• Find me a ___ in…

What Did We Learn
• While there are industry benchmarks, every account is unique and
will have unique bid adjustments (ideally at the ad group level).
• Different devices have different intents/auction prices, and keyword,
scheduling, and budget choices should accommodate that.
• Budget for mobile within an existing campaign unless the bids are too
different – then build a mobile exclusive campaign.

Bid Adjustments

Device Bid Adjustments & Negatives Set At Ad
Group Level
Reasons to use bid modifiers at the ad
group level:
• One ad group seems to do/better or
worse on a particular device.
• The intent of the ad group is more/less
transactional than the others.
• You do not find traffic from a particular
source valuable.

Bid Modifiers: Focus the Budget!
Obvious to cut tablet traffic, but conversion rate on mobile implies there could be a landing page problem!

Tablet Traffic Less Transactional = Save for
“Off-Hours”
Nothing like
spending the
weekend shopping
for…

What Do You Do When The Data Tells a
Conflicting Story?
Vanity metrics:
• Lots of
Impressions
• High CTR Low
Clicks &
Impressions
• Low CPA with
bad conversion
tracking Success metrics:
• High CTR High
Clicks &
Impressions
• Low CPA with
corresponding
real world
customers

Data Can Be Confusing and Conflicting: Mobile
Wins On Everything But Conversion Rate
.05% vs. .03%
conversion rate
3.10% vs. 4.48%
Click Through Rate
$2.58 CPC vs.
$2.49 CPC
Landing pages to
blame?

What Did We Learn
• Bid adjustments can be campaign or ad group specific and should be
used to focus the budget
• Tablet traffic tends to be recreational searchers while smart phone
and desktop tend to be transactional searchers
• Use conservative bid adjustments to test ideas, and big ones (50%+)
to direct traffic.

Ad Copy: Taking Winning Ad Copy Mobile

Ad Copy: Breaking Down An Ad

What Does The User See
Ad takes up most of the SERP
Keyword-centric
engaging copy

What Happens When You Get Too Keyword
Centric?
Ad takes up most of the SERP

Don’t Kick A Dead Horse With Your Messaging

Break Down an Ad: Headline
Does the “call” call to action make one better than another?
VS.

Expanded Text Ad vs Standard Ad on Mobile

Expanded Text Ads Win!

Bonus: “If” Customizers Can Consolidate Ad
Groups/Campaigns

Let’s Give Our Ads A Stretch

Ad Extensions: Crafting copy for Mobile
Extensions
Call outs and structured snippets are much more likely to be
truncated.
Try to use “call” as often as possible in calls to action
Google my business now dynamically will create extensions:
opt out if you don’t want them.

Ad Extensions That Favor Mobile: Message Extensions

Ad Extensions That Favor Mobile: Price Extensions

Click to Call Ads: When Your Landing page
Can’t Convert
Phone leads convert better for you.
Landing page isn’t mobile optimized
Sale requires a relationship (website can’t close the deal)

What Did We Learn
• Don’t assume your winning ad communicates across every device!
Use real estate to engage the prospect on the device they’re on.
• Ad extensions should enhance the path to conversion, regardless of
device.
• Know whether your landing pages are equipped for a mobile user,
and if not, use click to call ads!

Landing Pages

Bad Landing
Page
Wall of Text
Image Instead of
Form
Small Buttons

Bad Mobile “First” Landing
Page
Wall of Text
Unclickable
Number
Tiny Menu

Google Punishes Bad Pages Because:
• 61% of users are unlikely
to return to a mobile site
they had trouble
accessing
• 40% visit a competitor’s
site instead. (MicKinsey &
Company)

Good Landing Page
Calls to Action
Calls to action
Big Bold Promotional Copy

What Did We Learn
• Make sure your beautiful landing page is mobile responsive and gives
the same beautiful experience
• A good mobile landing page will make contacting you front and center
+ super easy!
• Walls of text are never a good idea: make sure messaging is to the
point and formatted to guide the user to action

Action Item #1: Decide if Mobile
Specific Campaigns Are Right For You

Action Item #2: Use bid adjustments to focus your
budget

Action Item #3: Check your negative
keywords for “conversational” terms

Action Item #4: Audit your ads for mobile creativity
and uniqueness of messaging

Action Item #5: Audit your landing pages for mobile
user experience

Navah Hopkins
Customer Success Team Lead
@navahf
nhopkins@wordstream.com
www.linkedin.com/in/navahhopkins
www.wordstream.com
Thank You! Questions?

Mobile Boot Camp

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