@AnnStanley

Strategies for increasing performance of PPC on mobile devices

By Ann Stanley

@AnnStanley

About AniccaGenerating Leads,

Sales and ProfitEducating Your

TeamBuilding Your Brand Technical

Consultancy

Digital and Search Marketing (Paid

advertising, SEO, PPC, ecommerce marketing)

Marketing training (and qualifications) for

business professionals

Owned and Earned media

(SEO, Content, PR, Social, Email, MAS)

Technical consultancy in web, Analytics, conversions and

ecommerce

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AgendaPart 1: Introduction (why mobile is important)Part 2: Options for PPC for mobilePart 3: Strategies for different types of businessPart 4: What’s new?

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Part 1: Introduction

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Global users by device

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Uptake of smartphones across EU and the world

Worldwide figures – “By the end of 2014, we expect 1.76 billion people to own and use smartphones monthly, up more than 25% over 2013”. – http://www.emarketer.com/Article/Worldwide-Smartphone-Usage-Grow-25-2014/1010920#sthash.iHLqRB9E.dpuf

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Device ownership (Q3 2014)

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UK – Growth in Smart Phone and Tablet ownership

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What device is important for linking to the internet - UK Data

Ofcom UK data

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Increase in time spent by device (US 2014 vs 2010)

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Google predictions for searches by device in 2014

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Actual Search engine audience by device (UK - March 2015)

54%

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Mobile share of web traffic by country Q1 2015

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How we use devices is different

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Mobile research – starting point

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Device preference by time of day

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Digital advertising

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Ad spend KPI by country 2014 (growth, total spend and per head)

@AnnStanleyDigital advertising in the UK – (2014 full year results)

• UK digital ad spend in 2014 reached record high of £7.194 billion with 14% year-on-year growth

• Mobile reached £1.62 billion of this, representing 23% of total. Mobile had 63% year-on-year growth, driven by social, video and in-app ads

• Social ads grew 65% year-on-year to £922m with 56% on mobile (£517m)

Source: www.iabuk.net/blog/digital-adspend-goes-stellar-in-2014

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Mobile share

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Mobile growth by type

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Understanding the Search results

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Google results for ‘sofa’*

Pay per click ads

(via AdWords)

Pay per click text ads (via AdWords)

Organic or natural search results

Shopping Ads (paid ads via AdWords)

*sofa chosen to illustrate different types of results

Google new Local

listings

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Mobile results – Shopping ads

This is actually a carousel– but most people do not notice

Maximum of 2 ads at the top of the results – can be 3 at the bottom

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Local services

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April 21st 2015 – Mobilegeddon!• Each page on your site will be

classed as either mobile friendly or not – and tested every time there is a relevant search

• Results can be marked as “mobile friendly” or you can run pages through mobile test

• After April 21st “unfriendly” pages will get lower rankings on mobile search results

• Get your mobile load speed to <1 second or all ranking will suffer

• Mobile apps (Android) will achieve better rankings in mobile search result (and its worth linking your app to the your mobile pages)

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Google Mobile friendly sites and speed tests

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“There is an Elephant in the room!” We have all this new mobile traffic – but does it convert?

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Add to cart and conversion rate by device

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Analytics – ecommerce site selling to consumers (wines)

@AnnStanleyAnalytics – ecommerce site selling to businesses (office whiteboards etc)

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Before and after mobile responsive site went live

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Summary of conversion ratesTotal Desktops Tablets Mobile Mobile vs

desktopConsumer site 2.38% 3.15% 2.33% 0.73% 23.2%Business site 3.79% 4.84% 1.47% 0.81% 16.7%Consumer site (non-responsive)

1.61% 2.03% 1.45% 0.39% 19.2%

Consumer site (responsive)

1.58% 2.14% 1.5% 1.04 48.6%

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Impact of responsive design

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Current situation/problems• Many sites are still not mobile responsive (i.e mobile friendly)• Traffic is increasing from mobiles – so should your mobile budget increase• Use is different than desktops – more browsing and different times of day• Conversion rate is lower (lead generation sites and ecommerce sites)• Return on ad spend can be too low on mobile for many sites – if measured

purely on last click attribution• Cross-device attributions in Analytics not accurate enough to know true

value of the visits to mobile• How important are mobiles for driving visitors to store or off-line interaction

via calls• How to send traffic to separate mobile site eg m. or .mobi sites • Managing positions (with bids) as only 2 ads shown at top of mobiles (plus

PLA’s shown at the top)

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Part 2: PPC specific features for mobiles

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Device specific features• Data analysis – segmentation by device use of custom

columns• Mobile preferred ads• Call and location extensions• Apps extensions• Bid modifiers

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Mobile ads

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Why create mobile preferred ad• Ads will perform differently by device• Ads need different descriptions• Mobile call for action should be mobile friendly• Also need different ad extensions for mobile• Can use url for mobile only sites e.g. m. or .mobi sites

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Loss of description line 2

Courtesy of Wordstream

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Calls to action which work best on mobiles• Call now vs contact us• Buy in store• Type of phone number –

eg free phone numbers are not free on mobiles in the UK• Display URL• Choice of extensions

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Segment data to see which device performs the best

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Use Custom columns

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Call extensions

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Call extensions and forwarding• Best Practice• Use call extensions in conjunction with location extensions for

geo-targeted campaigns or for mobile devices• Use Google call forwarding number – there is no additional

charge for this (anymore)• Add a mobile opted version • Use scheduling to match your office opening hours• Create “call conversion” for calls over >60 seconds• Use in conjunction with site based call tracking technology

including Google’s own call tracking script

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Call extension set-up

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Segment by click type and use columns to see call data

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Mobile app extension

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Do you want app downloads or traffic to your site?

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Mobile bid modifiers

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Mobile bid modifiers• Mobile bid modifier of +300 to -100% at campaign and ad group

level• Desktops and tablets have same bid – despite differences in

performance for many sites• -25% mobile bid modifier recommended as starting point to

achieve similar position as desktops and tablets• Use -100% to turn mobile off• Some propose autobidding to take into consideration varying

device performance at keyword level• Most agencies still unhappy with this change and want tablet bid

modifier as well

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Use of mobile bid modifiers

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Stacking of bid modifiersEach modifier applied to modified bid not base bid

1. Original bid £12. Geographical bid for London +25% = £1.253. Schedule bid for Monday 7am - 6pm +10% = £1.374. Mobile bid -20% = £1.10

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Part 3: Strategies for different types of

business

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Mobile for local businesses

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Reasons for carrying out a local search (data Dec 2013)

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Reasons for using PPC on mobile for local businesses - If they already know you?• Need phone number• Need address• Need directions• Are you open?• May use voice search• May not appear in the local pack – now only 3 listings

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Tips for local PPC on mobiles• Geo-target ads in its own campaign• Use geo bid modifiers• Use reviews (Google reviews for organic) 3rd party seller

ratings for PPC ads• Use call and location extensions• Use mobile preferred ads• Consider using + mobile bid modifiers

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Mobile for researching or buying products

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Year on year growth PC vs mobile for major stores

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Visits to retail websites via mobile have overtaken desktop• Some 52% of visits were made via a mobile, while 36% of UK online

sales are now completed on a smartphone or tablet device• Of sales completed on a mobile device, smartphones account for

around 18% and tablets 82%• "Considering that as recently as 2010 mobile visits to e-retail sites

accounted for less than 3% of traffic, this latest milestone represents staggering growth of 2,000% over the past four years."

• The report also shows that the total estimated online spend during May to July was £24.2bn, with £8.7bn spent via smartphones and tablet devices

Source: IMRG Capgemini Quarterly (September 2014)

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Shopping ads/PLA’s

@AnnStanleyStrategies for Shopping Ads on Mobile

• Many users think there are only 3 ads on mobile as they do not realise they can scroll horizontally

• Additional ads may not get clicked on (with negative effect on CTR/Quality Score)

• Conversion rate is lower (typically <50% desktop)

• Use mobile bid modifiers to reduce CPC so the overall ROAS is similar to desktops/tablets

• Try creating “device specific” ad groups:• Ad groups for mobile – lower bid with high

+mobile bid modifier• Ad group for desktop/tablets – higher bid

with -100% mobile bid modifiers (to drive mobile traffic to the mobile ad group)

• Cross device conversions are still difficult to measure. Users may research on mobile and buy on other devices

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Typical results consumer site

• Similar impressions • Lower cost per click• Low conversion rate• Lower ROAS

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Typical results business site

• Lower impressions • Lower cost per click• Low conversion rate• Very low ROAS

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Creating ad groups focused on either mobile vs desktop/tablets• Mobile and desktop have to be in the same

campaign/ad group - use workaround so you can have ad group for mobile only• Create ad group targeted for desktop• Set up mobile modifier to -100% in desktop

• Create ad group targeted for mobile• lower bids in the mobile ad group, then use +300% mobile

modifier

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Competing ad extension – remove call extensions for products on text ads• Call extension was overriding site links on mobile ads • Remove call extension on product level. • Got reviews stars and Certified shops. • Increase 77% of CTR • Case study from SES London 2015 - Space48

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Driving in-store traffic from mobile• Macy - $1 in google mobile $6 of sales in stores • Local inventory ads (part of Shopping ads)

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Part 4: What’s new

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Local services ads

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Google Buy Button and marketplace• Rumours started mid-May following an article

by the Wall Street Journal and a webinar titled Virtual Shopping Summit (by CPC Strategy).

• These both predicted that Google will shortly launch a Buy Button in order to provide a marketplace service to compete with Amazon and eBay

• CPC Strategy thought that the scheme may be only available to Merchants that are in the Certified Shopping Scheme (as this provides some level of quality control)

• They also suspected that PayPal may be offered as a payment gateway – which is now possible due to eBay and PayPal being split into separate trading companies

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Current “understanding”• This will be called Purchases on Google – there is now a limited beta with specific

retailers • Retailers first have to integrate their ordering systems with Google to become eligible

for the “purchase” button to be displayed in their product listing ads. • CommerceHub says it’s not necessary for a site to be verified as a Google Trusted Store,

but that it can help speed up the integration process• The Buy Button will only be shown for certain advertisers next to Shopping Ads on

mobile devices (possibly Android only)• Buyers that click on Buy button you will be taken to the Google Product Page where

they can choose product variants and pay with Google Wallet and possibly PayPal• Buyers do not go to Merchant site but the buyer may be able to opt in for emails etc. • Google will not take a commission but just the click cost • Google may store buyers’ credit card details to improve conversion rates for future

sales• The merchant will still have to provide fulfilment but may receive limited details about

the customer

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Product cards for voice search

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Google Now – In-store cards