Big Optimization in a Mobile-First World
Download as PPTX, PDF0 likes302 views
The document discusses the importance of optimizing paid search for mobile devices, as over 50% of searches are now conducted on mobile and this leads to an increase in inbound calls. It highlights best practices for driving more calls from search, such as using call extensions and optimizing ad copy and landing pages for mobile users. Additionally, it emphasizes leveraging call data to optimize PPC performance and understand customer engagement better.
Big Optimization in a Mobile-First World
- 1. Bid Optimization in a Mobile-First World: Why you can’t afford to ignore calls Kelley Schultz | Digital Marketing Lead | DialogTech
- 2. Today we’ll answer 3 questions: How is mobile search impacting customer calls? How do I drive more callers from search? How can I use call data to optimize my PPC performance? 2
- 3. QUESTION 1: How is mobile search impacting customer calls?
- 4. 4 US smartphone ownership today Source: Pew Research, 2015. 64% 66% 63% 85% 79% 54% 27% 61% 70% 71% 50% 71% 72% 84% All Male Female 18-29 30-49 60-64 65+ White, non- Hispanic Black, non- Hispanic Hispanic <$30k $30-50k $50k-75k $75k+ 64% of US adults today own smartphones. >80% of US adults ages 18-49 own smartphones
- 5. 32.0 23.2 18.8 16.5 14.2 11.9 10.0 24.6 27.8 31.1 34.4 37.3 39.6 41.6 196.6 208.8 215.7 219.7 223.0 225.5 227.7 2014 2015 2016 2017 2018 2019 2020 Desktop/laptop-only internet users Mobile-only internet users Dual internet users 5 US Internet users rely on mobile devices for digital access Source: eMarketer. US Internet Users, 2014-2020 millions 1 in 10 US Internet users will go online exclusively through mobile in 2016. 88% of Internet users will go online via desktop at least monthly in 2016. (Down from 97.3% in 2011.)
- 6. 6 Mobile is the future of paid search: Over 50% of searches are now on mobile devices. Source: Google, eMarketer. US Search Ad Spending, by Device, 2014-2017 billions 250% increase in US mobile search spending from 2014-2017. Over 70% of US paid search spend will be mobile in 2017. $14.30 $12.82 $10.56 $9.12 $8.72 $12.85 $17.87 $21.73 2014 2015 2016 2017 Desktop Mobile
- 7. More mobile searches = more inbound calls Source: BIA/Kelsey 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 2010 2011 2012 2013 2014 2015 2016 2017 2018 Paid Search Organic Search Mobile Search 73 billion calls expected from mobile search in 2018. 38 billion calls to US businesses from mobile searches in 2014.
- 8. 8 Marketers want credit for every point of engagement throughout the customer journey OFFLINE ENGAGEMENTS ONLINE ENGAGEMENTS
- 9. QUESTION 2: How do I drive more callers from search?
- 10. Ad copy should be optimized for mobile: use mobile ad extensions and CTAs (“visit our mobile site,” “call now,” etc.) Ads should send searcher to mobile- optimized landing page 70% of searchers used call extensions to call businesses Ad with call extensions get 8% more clicks Bid based on the value of a call and keywords that generate calls Use ad language to incentive a call Not all clicks are call conversions. Use a DialogTech trackable phone number to measure true results Create mobile- preferred search ads Take advantage of call extensions Try using call-only AdWords ads 10 Use mobile-targeted ads Source: Google
- 11. Lack of a “Call” button can cost you customers 11Source: Google % who say the following statements describe how they feel when unable to call a business directly from the search results on their smartphone.
- 12. 12 Optimize mobile web pages to drive calls: Include “Call Now” CTAs on landing pages. LEAD GEN FORMS CALL FOR QUOTE CALL STORE/DEALER WITHIN “LOCATOR” LISTS
- 13. More than 2x mobile local searches expected in 2019 from 2014. 13 Optimize search campaigns for local: Mobile local search volume is exploding & driving purchase. 1. Use call extension with local phone number. 2. Use call-centric ad language. 3. Include location extension. 4. Include incentive to call. 5. Mention location in ad text and URL. 6. Enable location extensions for local stores. Local numbers get 3 times as many calls as toll- free numbers. Up to 53% of mobile shoppers have called a business. 2 3 1 4 5 5 2 6 Source: BIA/Kelsey, Google, xAd.
- 14. Keyword bidding strategies: optimizing for calls 14 The goal for these keywords is to drive leads. Without measuring call leads, you would be missing out on 50% of conversions. Bring call conversions into your AdWords UI to ensure you are optimizing for all conversions.
- 15. QUESTION 3: How can I use call data to optimize my PPC performance?
- 16. Use call attribution to track callers from your website and search engine results page 16 A search is made from a smartphone. Call from call extension/call-only ad, or a unique trackable number is displayed automatically on web pages. COMPLETE ATTRIBUTION Attribute caller to search engine, keyword search, PPC ad, & landing page. Use call attribution data in other applications. Optimize spend for what’s driving calls & sales.
- 17. 17 Call attribution gives insight into the call and caller MARKETING SOURCE Know exactly what drove the call – works for digital, mobile, and offline marketing. WEBSITE ACTIVITY The pages on your website the caller visited before and after calling. OS & BROWSER The operating system and browser the caller used to visit your site. WHO TOOK THE CALL Exactly where the caller was routed. CALLER INFO Geographic location, day/time, and caller ID.
- 18. 18 Pass call data into the martech tools you already use
- 19. View all goals in Google Analytics – even calls! Know which channels drive the most calls. Dig into your data, down to the keyword, landing page, and device. Optimize for more calls the same way you optimize for clicks and conversions. 19
- 20. Mobile-targeted ads and keyword bidding optimizations. Integrate call data with the martech tools you already use. 73 billion calls expected from mobile search in 2018. To recap why you can’t afford to ignore calls: 20 How is mobile search impacting customer calls? How do I drive more callers from search? How can I use call data to optimize my PPC performance?
- 21. 21 QUESTIONS?
Editor's Notes
- #9: Wouldn’t it be helpful to know and understand the role every point of conversion plays in the customer path to purchase?