Mobile Search for 2015 - SMX Local
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This document discusses strategies for optimizing mobile search marketing in 2015. It notes that mobile usage has surpassed desktop, with more people now carrying smartphones than credit cards. Reaching the mobile search results page is difficult, as ads are less likely to appear there than on desktop. Key strategies for success include integrating mobile keywords, focusing on local searches, adjusting bids to account for higher mobile costs, using all available ad extensions, ensuring mobile-responsive sites, and offering mobile-optimized calls-to-action and conversions. Tracking offline actions from online visits is also important given cross-device usage. The overall message is that a mobile-first approach is essential for paid search success.
Mobile Search for 2015 - SMX Local
- 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
- 4. #SMX @MarkIrvine89 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.
- 6. #SMX @MarkIrvine89 Growing Mobile Search Volume Mobile search volume is growing – faster than desktop.
- 7. #SMX @MarkIrvine89 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
- 9. #SMX @MarkIrvine89 Success of the Mobile SERP - 4 Parts Reach the Mobile SERP
- 10. #SMX @MarkIrvine89 Success of the Mobile SERP - 4 Parts Reach the Mobile SERPStand out on the Mobile SERP
- 11. #SMX @MarkIrvine89 Success of the Mobile SERP - 4 Parts Convert the Mobile searcher
- 12. #SMX @MarkIrvine89 Success of the Mobile SERP - 4 Parts Drive action off their mobile device
- 13. #SMX @MarkIrvine89 1. Reach the Mobile SERP
- 14. #SMX @MarkIrvine89 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
- 20. #SMX @MarkIrvine89 Even if mobile traffic is worth less, mobile traffic isn’t worthless. Use mobile bid adjustments accordingly.
- 21. #SMX @MarkIrvine89 Catering Your Mobile Bid Your approach to mobile doesn’t need to be all or nothing.
- 22. #SMX @MarkIrvine89 2. Stand out on the Mobile SERP
- 23. #SMX @MarkIrvine89 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
- 25. #SMX @MarkIrvine89 Use All Available Ad Extentions Location! Sitelinks! Call Out!Call!
- 26. #SMX @MarkIrvine89 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.
- 27. #SMX @MarkIrvine89 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
- 31. #SMX @MarkIrvine89 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
- 32. #SMX @MarkIrvine89 3. Convert the Mobile Searcher
- 33. #SMX @MarkIrvine89 Mobile in 2009 Was A Different Story
- 34. #SMX @MarkIrvine89 Mobile Conversion Trends Bullets Go Here And Here Mobile CVRs still lag Desktop/Tablet, though improving
- 35. #SMX @MarkIrvine89 Mobile Has Changed Bullets Go Here And Here
- 36. #SMX @MarkIrvine89 Mobile Has Changed Mobile screensize & download speeds have increased
- 37. #SMX @MarkIrvine89 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!
- 40. #SMX @MarkIrvine89 Mobile Users Convert Best Off Your Page Mobile-specific offers of click-to-call and app extensions with lower CTRs, but extremely high CVRs!
- 41. #SMX @MarkIrvine89 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
- 46. #SMX @MarkIrvine89 4. Drive Action Off Their Mobile Device
- 47. #SMX @MarkIrvine89 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.
- 49. #SMX @MarkIrvine89 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
Editor's Notes
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