Learn how to boost mobile conversion rates with these actionable tactics.

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By Erin Sagin (with the help of Data Scientist, Mark Irvine)
DOMINATING MOBILE PPC: 3 TIPS
TO 3X YOUR CONVERSIONS

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 PPC Evangelist & Community
Manager at WordStream
 Has specialized in Paid Search
for 4 Years
 “From” Boston, Massachusetts
MEET ERIN

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I’m a nomad!

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Fun Fact! I
moonlight as
a bartender!

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Brace yourselves.

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HEY GUYS – 2015 is the year of
mobile!

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The problem is, most of us suck at it.

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Mobile
Conversion
Rates are
CONSISTENTLY
lower than their
desktop/tablet
counterparts!

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ERIN’S TOP 3 TIPS FOR MOBILE
PPC DOMINATION

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MOBILE PROBLEM #1:
YOU’RE USING A ONE-SIZE FITS
ALL STRATEGY

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Mobile is a different playing field.

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SEARCH IMPRESSION SHARE, BY DEVICE
It’s twice as hard
to get your ad on
the mobile SERP.
Wordstream Study across 1,200 SMB accounts.

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 Mobile ads are less likely
to be shown even in
position 1
 Below position 2, forget
about it
 No accounts had mobile
position below 4
MOBILE COMPETITION IS FIERCE
Mobile ad
real estate
is limited

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IT’S EASY TO BELIEVE WHAT YOU WANT TO

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OK, BE HONEST
 Who DOESN’T feel 100% confident
measuring offline/cross-device
conversions?

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Most of us are playing a mobile guessing game.

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SOLUTION #1: CUT YOUR
LOSSES; NIX YOUR NON-
CONVERTERS

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LET’S DO MATH!
Viewed Mobile Ads
Visited Landing Page
Captured Lead
Conversion Rate = (Captured Leads / Website Visitors) x 100%
Cut out
pricey,
useless
impressions/
clicks!

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UNDERSTAND WHAT’S WORKING

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HIGH PURCHASE INTENT KEYWORDS
Color!
Style! Brand!
Size!
I have
my wallet
out!
Emergency !

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HOW TO PRIORITIZE THESE KEYWORDS
 High-Intent Terms
 Organize in separate campaigns
 Assign specific budgets/CPA goals
 Use higher bid modifiers
 Low-Intent Terms
 Reduce bids or eliminate mobile
presence altogether using -100%
mobile bid modifier

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AND NOW YOU HAVE EXTRA CA$H!

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Adjust bids for
informational
keywords
Invest in other tactics
with higher
conversion rates Pizza!

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MOBILE PROBLEM #2:
SEARCHERS LOSE FOCUS
QUICKLY

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WHO HAS A LONGER ATTENTION SPAN?
seconds seconds
A GOLDFISH MY BOSS, LARRY

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LARRY’S PHONE IS A MINEFIELD
In the time in took me to
search for a local pizza joint,
Larry’s phone got:
 4 Twitter notifications
 2 LinkedIn notifications
 6 emails
 1 Facetime call
 1 re-engagement notification
(from WordStream’s BRAND
NEW App)

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NOW ADD IN EXTERNAL FACTORS

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How the heck has Larry ever completed
a purchase on his iPhone?!

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SOLUTION #2: ENGAGE
SEARCHERS DIRECTLY FROM
THE SERP

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Use unique ad copy to encourage the
searcher to take an action.

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SPEAK TO A MOBILE AUDIENCE
 Keep language
short & sweet
 Common themes
of the best mobile
preferred ad copy
included “Mobile”
or “Phone” specific
language

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UTILIZE AD EXTENSIONS

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APP EXTENSIONS

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CALL EXTENSIONS

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PHONE CALLS = HOT LEADS
Calls worth 3x more than clicks to the landing page!

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CALL ONLY CAMPAIGNS
*Pro-tip:
Bypass your
mobile landing
pages
altogether!

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NEW! MOBILE AD FORMATS

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FIND A HOTEL ROOM!

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GET A CREDIT CARD!

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Let’s take a glimpse into the future.

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THE BUY BUTTON

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MOBILE PROBLEM #3: YOUR
LANDING PAGES SUCK

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WE BUILT THESE CRAPPY LANDING PAGES ON
PURPOSE?!?!

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BECAUSE MOBILE IS SLOW

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BECAUSE MOBILE SCREENS ARE SMALL

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BECAUSE PEOPLE ARE DUMB

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% WHO SWITCHED TO FULL SITE

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CONVERSION RATES: MOBILE SITE VS. FULL SITE
ON MOBILE

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SOLUTION #3: SHAKE UP YOUR
MOBILE LANDING PAGES

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THERE’S NO RECIPE FOR THE PERFECT MOBILE
LANDING PAGE

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E-COMMERCE: ASOS

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LONG SALES CYCLE: BLINDS.COM

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LEAD GEN: GRUBER LAW

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Test, test, test!

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THE USER IS DRUNK TEST
Watch Squareweave’s here:
bit.ly/1fKSAc0

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SO GUYS, LET’S GET DRUNK

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AND ORDER A PIZZA

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THE USER IS DRUNK – DOMINO’S TEST
1. Your attention to detail
is…impaired
2. Your vision isn’t quite
20/20
3. You’re more apt to give up
4. You’re drunk, not dumb
Verdict: Domino’s has done a
pretty good job…but I’d still
rather just text an emoji
Ugh, another
barrier. This
does not feel
seamless.
Dom didn’t
deny me my
options!

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NOT ALL PHONES ARE CREATED EQUAL

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Moral of the story? Get your friends drunk and break
out your mobile landing pages.

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 Cut your losses - nix your non-converters
 Engage your searcher from directly within
the SERP
 Revamp your mobile landing pages
ERIN’S TIPS FOR MOBILE PPC DOMINATION

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THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016