Date post: | 19-Jan-2017 |
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Confidential, Property of Search Influence, LLC © 2016
THERE'S NOTHING MORE LOCAL THAN MY POCKET Will Scott
CEO & Co-Founder
@w2scott #pubcon
55% WOULD RATHER GIVE UP CAFFEINE FOR A WEEK.
@searchinfluence #pubcon
21% WOULD RATHER GIVE UP SHOES FOR A WEEK.
@w2scott #pubcon
22% WOULD RATHER GIVE UP THEIR TOOTHBRUSH FOR A WEEK.
@w2scott #pubcon
70% WOULD RATHER GIVE UP ALCOHOL FOR A WEEK.
@searchinfluence #pubcon
33% WOULD RATHER GIVE UP SEX FOR A WEEK THAN THEIR MOBILE PHONES.
@searchinfluence #pubconhttp://www.dailytech.com/Survey+33+of+Americans+Would+Rather+Give+Up+Sex+for+a+Week+Than+Their+Cell+Phones/article22346.htm
SEARCH INFLUENCEHelping customers successfully market online since 2006.
Search Influence • 90 full and part-time
employees• 120 contract writers• Google AdWords & Analytics
Certified Staff• Google Certified Partner
Reputation• 2011 Inc. 500 honoree• 2013 Inc. Hire Power Winner• Recognized leader in search and social
for local business • Two decades in online media• Best Places to Work, 2014 & 2016
ABOUT
@searchinfluence #pubcon
● Helping businesses succeed online since 1994
● Started Search Influence in 2006 with wife and COO Angie Scott
● 10-years in business● 30,000 clients and 47 resellers served● @w2scott
WILL SCOTTABOUT ME
@w2scott #pubcon
HOW MANY TIMES A DAY DOES THE AVERAGE PERSON
CHECK THEIR PHONES?
@searchinfluence #pubcon
AMERICANS ARE ON PHONES AND TABLETS 4.7 HOURS A DAY.
@w2scott #pubcon
60% OF ALL SEARCH OCCURS ON MOBILE
@searchinfluence #pubconhttp://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
@w2scott #pubcon
DETERMINING YOUR MOBILE
FOCUS
@searchinfluence #pubcon
@w2scott #pubcon
HOW MUCH OF YOUR TRAFFIC IS MOBILE?
BENCHMARKING IN ANALYTICS
@searchinfluence #pubcon
@w2scott #pubcon
HOW MUCH OF YOUR ADWORDS TRAFFIC IS MOBILE?
ADWORDS IMPRESSION SHARE
@searchinfluence #pubcon
SETTING TARGET KPIs
@w2scott #pubcon
PAID SEARCH KPI BENCHMARKS
http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks@searchinfluence #pubcon
@w2scott #pubcon
2 WAYS TO CALCULATE TARGET CPL
#1. BASED ON AVG. VALUE PER CUSTOMER, CLOSE RATE & DESIRED ROI
#2. BASED ON CPC & CONVERSION RATE
2 WAYS TO CALCULATE TARGET CPL
@searchinfluence #pubcon
SET YOUR CAMPAIGN FOR
MOBILE SUCCESS@w2scott #pubcon
@w2scott #pubcon
KEYWORD TARGETING1. “NEAR ME”2. LOCATION BASED3. THINK IN TERMS
OF SEARCHER4. LOOK AT DATA
FOR MOBILE IN KEYWORD PLANNER
@w2scott #pubcon
EXPANDED TEXT ADS1. DEVICE PREFERENCE NO
LONGER SUPPORTED2. FOCUS ON YOUR HEADLINE
& DO TESTING3. TAKE ADVANTAGE OF FINAL
MOBILE URLs4. UTILIZE MOBILE SPECIFIC
AD EXTENSIONS
DRIVE PHONE CALLS
@w2scott #pubcon
MOBILE BID ADJUSTMENTS1. START WITH + 20% BID ON
MOBILE2. AIM FOR POSITION 1 OR 2 ON
MOBILE3. USE DAY PARTING TO DRIVE
TRAFFIC DURING PEAK HOURS
NEW FEATURE: SET BID ADJUSTMENTS FOR ANY DEVICE
NOW THAT YOU BUILT IT, WILL THEY
COME?@searchinfluence #pubcon
@w2scott #pubcon
MOBILE LANDING PAGE BEST PRACTICES
1. SHORT TEXT2. LOAD QUICKLY3. NECESSARY INFO4. CALL BUTTONS5. CLICKABLE BUTTONS6. LESS FORM FIELDS
ANALYZING PERFORMANCE: CONVERSIONS
@searchinfluence #pubcon
@w2scott #pubcon
IDENTIFY PRIMARY & SECONDARY KPIs
WHAT ACTION DO YOU WANT USERS TO TAKE ON THEIR MOBILE DEVICES?
@searchinfluence #pubcon
TRACK CALLS● FROM YOUR ADS USING CALL
EXTENSIONS● FROM YOUR LANDING PAGES
○ CALL TRACKING○ CLICK-TO-CALL○ IMPORT ADWORDS GOALS
INTO ANALYTICS
@w2scott #pubcon
TRACK FORMS● USE AS FEW FIELDS AS POSSIBLE● OFFER ON-THE-GO USERS AN EASY
CONVERSION POINT AND SEND THEM ADDITIONAL INFO LATER
@searchinfluence #pubcon
IN-STORE VISITSUSE LOCATION EXTENSIONS TO GATHER DATA ABOUT USER INTENT
@w2scott #pubcon
PEOPLE START THEIR SEARCH ON THEIR PHONES.
https://www.thinkwithgoogle.com/articles/mobile-search-consumer-behavior-data.html
@searchinfluence #pubcon
ADWORDS ATTRIBUTION METRICS
@w2scott #pubcon
● CROSS-DEVICE
● MOBILE-ASSISTED
● STORE VISITS
MOBILE ADVERTISING IS NECESSARY FOR ALL TYPES OF BUSINESSES.
@searchinfluence #pubcon
MOBILE PPCCASE STUDY #1
@searchinfluence
Based in New Orleans, the National WWII Museum tells the story of the American Experience in the war that changed the world - why it was fought, how it was won, and what it means today.
ABOUT THE NATIONAL WWII MUSEUM
GOAL: DRIVE GENERAL ADMISSION TICKET
SALES TO IN-MARKET TOURISTS
OUR APPROACHFOCUS
ON MOBILE
● CREATE DUPLICATE CAMPAIGNS FOR MOBILE
● IMPLEMENT BID ADJUSTMENTS● AIM FOR 100% IMPRESSION
SHARE ON MOBILE
THE RESULTS
IN 6 MONTHS
● 78% MOBILE CLICKS (FROM 32%)
● INCREASED CTR FROM 5.63% TO 8.28%
● 24% DECREASE IN CPC
MOBILE PPCCASE STUDY #2
@searchinfluence
The Law Offices of Mark A. Vicknair focuses on handling personal injury and criminal defense cases. Our extensive experience in these areas guarantees our clients the best legal representation.
ABOUT THE LAW OFFICES OFMARK VICKNAIR
Implemented a paid search campaign, landing on mobile responsive pages to drive calls.
Created call-only ads to increase calls on mobile.
Had a basic desktop site that did not have an online presence.
Not receiving many leads through the internet, and client wanted more calls!
OUR APPROACH
THEIR SITUATION
74 LEADS DELIVERED(65 ON MOBILE WITH 46
CALLS)
470 CLICKS TO SITE(286 ON MOBILE)
MOBILE CONV RATE:
22.73%
THE RESULTS
MOBILE PPCCASE STUDY #3
@searchinfluence
Audubon Nature Institute is a 501(c)3 not for profit that operates a family of ten museums and parks dedicated to nature. We serve our visitors, our community and our world as an educational resource, an environmental guardian, a leader in economic development and a venue for family entertainment.
ABOUT AUDUBON NATURE INSTITUTE
OUR APPROACH● DRIVE MEMBERSHIP PURCHASES, PRIVATE
EVENT INQUIRIES AND TRAFFIC TO THE VENUES THROUGH MOBILE-OPTIMIZED PAID SEARCH
● UTILIZE POSITIVE MOBILE BID ADJUSTMENTS TO INCREASE PROMINENCE IN SERPS
THE RESULTS
IN 2 MONTHS
● 4,112 MOBILE CLICKS○ 80 GET DIRECTIONS○ 104 GET LOCATION DETAILS○ 103 CLICKS-TO-CALL
● 29 MOBILE CONVERSIONS○ 10 CROSS-DEVICE
CONVERSIONS
THANK YOU!Will Scott
Search Influence935 Gravier St STE 1300
New Orleans, LA 70112-1608(504) 208-3900
http://www.searchinfluence.com/