Closing The Loop On Mobile Search Marketing [Webinar]
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The document discusses the significance of mobile search marketing and highlights key strategies for optimizing return on investment (ROI) through mobile. It features insights from industry experts and a case study of a vehicle parts supplier, emphasizing mobile's growing importance in advertising. The presentation also explores best practices for mobile bid management, user context, and effective call tracking methods.
Closing The Loop On Mobile Search Marketing [Webinar]
- 1. Closing The Loop On Mobile Search Marketing Larry Kim Founder & CTO, WordStream, Inc. Nikki Lee Marketing Manager, Hosted Numbers April 11, 2013 CONFIDENTIAL – DO NOT DISTRIBUTE 1
- 2. Today’s Agenda • Why mobile users are more ready to buy • The newest mobile search best practices for 2013 • How to close the loop on mobile ROI measurement with call tracking 2
- 3. Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #wordstream in your Google+ status updates,Twitter tweets,, etc. 3
- 4. Speaker Introductions #wordstream • Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 Years! – Today we’re an industry-leading provider of PPC Management Software • Nikki Lee – Marketing Manager, Hosted Numbers – 10 year career working in tracking and automation of all advertising channels. – Author of “Five Steps to Successful Call Tracking”. – Masters in Entrepreneurship from the University of Louisville. 4
- 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
- 6. Poll Question 1: Do you have a Mobile Search Advertising Strategy for generating calls to your business and tracking the ROI of those calls? a) Yes b) No #wordstream 6
- 7. Poll Question 2: What percentage of website traffic comes from your mobile devices (excluding tablets)? a) +50% b) 25%-50% c) 10%-25% d) Less than 10% e) No Idea! #wordstream 7
- 8. Case Study: Vehicle Parts Supplier • Large Seller of Car Parts in the USA • How They Sell: – Online Store – National Call Center CONFIDENTIAL – DO NOT DISTRIBUTE 8
- 9. Vehicle Parts Supplier: Ad Performance • Mobile CPA is nearly 50% higher than Desktop and accounts for just 17% of the conversions CONFIDENTIAL – DO NOT DISTRIBUTE 9
- 10. Go Mobile Plan • Implement a Mobile Search Strategy Using Enhanced Campaigns • Measure the Value of Mobile CONFIDENTIAL – DO NOT DISTRIBUTE 10
- 11. Introducing User Context • User Context – Location – Time – Device • Understanding User Context = Better ROI • How is this different? CONFIDENTIAL – DO NOT DISTRIBUTE 11
- 12. New Bid Management Tools • Day Parting • Location Bidding • Mobile Bidding Manage your bids across location, time and device — all within a single campaign!! CONFIDENTIAL – DO NOT DISTRIBUTE 12
- 13. Location, Time and Device Bid Management • Campaign settings have options for location, ad scheduling and device-based bid adjustments. CONFIDENTIAL – DO NOT DISTRIBUTE 13
- 14. Location Based Bid Management CONFIDENTIAL – DO NOT DISTRIBUTE 14
- 15. Time Based Bid Management CONFIDENTIAL – DO NOT DISTRIBUTE 15
- 16. Device Based Bid Management CONFIDENTIAL – DO NOT DISTRIBUTE 16
- 17. New Smarter Ads • Scheduled extensions • Enhanced sitelinks • Customized messages on mobile location CONFIDENTIAL – DO NOT DISTRIBUTE 17
- 18. Ads Become User Context-Aware CONFIDENTIAL – DO NOT DISTRIBUTE 18
- 19. Ad Extensions Become More Powerful CONFIDENTIAL – DO NOT DISTRIBUTE 19
- 20. Summary of Vehicle Parts Company Mobile Ad Strategy • Time: Does better during business hours. • Location: Most business comes from 10 metro areas. • Device: Display click to call ads for mobile while call center is open, push to website and disable click to call ads when call center is closed. CONFIDENTIAL – DO NOT DISTRIBUTE 20
- 21. Tracking ROI of Mobile (The Unsophisticated Way) • Have calls go to a dedicated line • Instruct everyone to write down what happens after calls from the “google phone” CONFIDENTIAL – DO NOT DISTRIBUTE 21
- 22. The Results: • Calls convert 4x higher than Clicks to website • Mobile generates 2x more conversions than we thought • Customer is super happy CONFIDENTIAL – DO NOT DISTRIBUTE 22
- 23. Key Learning: Majority of SMB’s Undervalue Mobile Search • By a 10:1 margin, respondents valued desktop/tablet clicks over mobile devices (March 21, 2013) CONFIDENTIAL – DO NOT DISTRIBUTE 23
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- 37. Poll Question 3: If you are looking for help your mobile search marketing efforts... a) WordStream Offer: A free 1-on-1 AdWords account assessment b) Hosted Numbers Offer: A 30-day free trial #wordstream 37
- 38. Your Questions Thank you for attending WordStream webinar on Closing The Loop On Mobile Search Marketing. #wordstream Don’t forget to sign up for a Free Trial of Hosted Numbers: http://www.hostednumbers.com Grade Your AdWords Account Today http://www.wordstream.com/google-adwords Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim Nikki Lee nikki.lee@patlive.com 38