the essentials for your 2016 mobile ppc strategy
TRANSCRIPT
#thinkppc&HOSTED BY:
The Essentials For Your 2016 Mobile PPC Strategy
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Presenters
• Blair Symes– Director of Content Marketing at DialogTech
– @DialogTech
• Carrie Albright– Senior Account Manager at Hanapin
Marketing– Blogger on PPC Hero
– @Albright_C
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Live Poll Question #2
How do you manage your account(s)?#thinkppc
a) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work for an agency.d) I’m a consultant.
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Agenda
- Mobile Stats
- How Much Does Mobile Matter?
- Pre-Click Strategy
- Post-Click Strategy
- Optimizations
- Targeting
- Mobile Calls
- Summary
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64%of US adults own
smartphones
>80%of US adults ages 18-49 own
smartphones
U.S. smartphone ownership
Source: Pew, 2015
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How mobile use impacts digital ads
Source: Google, Adobe, comScore, YouTube
SEARCHOver 50% of searches are
mobile
SOCIAL87% access
Facebook on a mobile device
DISPLAY60% of digital media time is
mobile
VIDEOOver 50% of
YouTube views on mobile
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Digital ad spend shifting to mobile
FacebookSearch
• In 2015, US mobile ad spending will increase 50% to $29 billion – 49% of all digital ad spending
• By 2019 mobile will account for 72% of digital ad spending – up to $66 billion
Source: eMarketer, 2015
Display
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Mobile PPC drives phone calls
76 billioncalls to U.S. businesses from
digital channels in 2014
162 billion calls expected from digital
marketing in 2019
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How Much Does Mobile Matter?
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Evaluating your mobile potential
Mobile presence may be 15-22% of existing desktop traffic.
Mobile conversion rates may range from 59% to 79% less than existing traffic, assuming all things are constant.*
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Understanding Your Mobile Users
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Understanding Your Mobile TargetsTargeting
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Pre-Click Mobile Strategy
Average position
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Pre-Click Mobile Strategy
Mobile-specific messaging
Mobile-preferred ads
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Pre-Click Mobile Strategy
Call Extensions
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According to Google, 70 percent of
people searching on mobile will
call a business directly from the
search results.
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Pre-Click Mobile Strategy
Optimize with bid adjustments
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Post-Click Mobile Strategy
If a desktop page is like a buffet, mobile is more like fast food.
- Andrew Maliwauki , Disruptive Advertising
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Post-Click Mobile Strategy Mobile friendly site (check it)
Mobile-selected landing page
Clear spacing (no accidental clicks)
Large font
Click to Call Button
CTA Front and Center
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Post-Click Mobile StrategyMobile friendly site [https://www.google.com/webmasters/tools/mobile-friendly/]
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Post-Click Mobile Strategy
Mobile-selected landing page
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Post-Click Mobile Strategy
Clear spacingLarge Font
Click to Call Button
Mobile-relevant information
CTAFront & Center
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The Mobile Checklist
Pre Click Post ClickTargeting Mobile friendly siteAverage position Mobile-selected landing pageMobile-specific messaging Clear spacingMobile preferred ad Large fontCall Extensions Click to Call ButtonOptimize with bid adjustments CTA Front and Center
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Mobile Ad Optimizations
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Display & Facebook ads fuel searches
27% perform a search after viewing display ad
Sources: Yahoo, Facebook
Conversions jump 59% when search relates to display ad
6.3% lift in mobile searches from Facebook ads
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Sources: IAS, xAd
Optimize display ads for right KPI• 40% of mobile display clicks
are accidental
• 19% of ads in mobile apps are never in view
STUDY ON DISPLAY AD CTR
• Optimizing for high clicks saw a 69% decrease in secondary actions (calls, direction lookups, and clicks for more info)
• Optimizing for secondary actions got 27% lower CTR but calls/directions/info actions up 219%
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Mobile Engagement Optimizations
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Target a radius
Remarketing targeting
Tailor ads and bids for searchers who have previously visited your site
Display & Facebook AdsShow specific ads and messaging based on a
consumer’s past interaction on your site
Paid Search Ads
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Target a radius
Geo-targeting
1. Country2. State3. County4. TV Markets5. City6. Zip Code7. Radius (shown)8. Congressional
District9. Airports10. Universities
Facebook AdWords
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Target a radius
Targeting with email lists
Facebook Custom Audience Target users by email address, phone
number, name, gender, etc.
Google Customer MatchTailor ads and bids for searchers whose
email address you upload to Google
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Your Data. Your Insights.
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Calls are a difficult conversion to track
X Can’t attribute caller back to search engine, keywords, ad, or landing page
X Can’t attribute lead (and resultant pipeline and revenue) to paid search spend
X Can’t prove how your marketing dollars are helping generate revenue
A prospects runs a search on his
smartphone, clicks your ad,
and calls to engage
Who took call? What
was said? Did it convert to pipeline or revenue?
Paid Search Example
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Use trackable phone numbers TRACK LEADS THAT CALLED
FROM LANDING PAGESTRACK LEADS THAT CALLED
DIRECTLY FROM ADS
See the keywords, ads & landing pages that drove every callerOptimize for what’s working – Eliminate spend on what isn’t
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Call attribution for mobile PPC
✓Get a complete understanding of what’s driving calls and sales
✓Works for any marketing source (search, social, display, email, video, offline)
You control where the call is
routed and capture the
conversation
You know who the caller is,
where they are calling from,
and when
You can attribute leads, pipeline, and revenue from calls
to the right marketing source
Attribute caller to exact marketing source (keyword search, ad, web session)
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Detailed data on every call & caller
MARKETING SOURCEExactly what drove thecall – works for every
mobile channel
WEBSITE ACTIVITYThe pages on your
website the caller visited before and after calling
OS & BROWSERThe operating system and browser the caller used to visit your site
WHO TOOK THE CALLExactly where the caller was routed
CALLER INFOGeographic location, day/time, and caller ID
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Optimize ad placement for best times
• Optimize bids & ad placements for the locations & days/time driving calls
• Ensure call centers and locations are staffed properly
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Route callers different based on data
CALLER LOCATION
KEYWORD QUERY
AD VIEWED
WEB PAGES VIEWED
TIME OF DAY
DAY OF WEEK
CALLER ID
CREATE RULES TO ROUTE CALLER TO
BEST PLACE:
DATA CAPTURED AT TIME OF CALL:
CALL CENTER
OFFICE
DEALERSHIP
STORE
FRANCHISEE
CAMPUS
SALES AGENT
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What’s said on calls from PPC ads?
Caller
Sales Agent
WHAT WORDS DO CALLERS
USE?
DO SALES AGENTS FOLLOW
SCRIPTS?
DID CALL CONVERT TO SALE & WHY?
ARE PROMOTIONS
HAVING IMPACT?
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Ways to measure phone leads quality
Call Duration ReportsSee which programs are driving the longest
conversations
CRM IntegrationTrack callers through the sales funnel to
see what programs drive revenue
Call RecordingsListen to what’s said on every
conversation
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Run keyword searches through callsConversation Insight
Search conversations from any campaign to find calls where words or phrases were spoken
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Zero in on key moments of calls
1. Find every call where certain words or phrases were spoken2. Understand why calls are converting3. Optimize keywords and ads/landing pages for words consumers actually use
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Key Quality Indicators
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Summary
EFFECTIVELY TARGET YOUR MOBILE USERS
PROVIDE THEM WITH A
CONVERSION-READY
EXPERIENCE
CALL ATTRIBUTION TO
MEASURE & OPTIMIZE ROI
ANALYZE CONVERSATIONS
FOR INSIGHTS
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PPC Retainers
Need some assistance for your PPC? We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/
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Get a personal demo of DialogTech
DIALOGTECH VOICE360™ The only end-to-end call attribution and conversion platform
for data-driven marketers
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Live Q&A Time!
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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
DialogTech Feedback: [email protected]