The Top 5 Mobile Advertising Hacks of All Time!Larry Kim, WordStream, Inc.

Download Slides Here:http://bit.ly/mobile-hacks

• (Slightly) Obsessed with Game of Thrones

• Had a Kid 12 Months ago (#ppckid)

• Founder of WordStream (World’s largest PPC marketing software & services company)

About Larry

@LarryKim #sascon

Warning: Mad Mobile PPC Marketing Science Ahead!

The Top 5 Mobile

Advertising Hacks of All

Time

Mobile Ads Hack #1Eliminate Your Landing Pages Using New PPC Call Campaigns

The Marketing Funnel is a Ridiculously Obsolete Concept.

You Can Bypass

this Funnel

Entirely!

Captured Lead

View Landing Page

Website Visitors

CLOSED DEAL!

@LarryKim #sascon

@LarryKim #sascon

@LarryKim #sascon

So Bypass the Landing Page Completely

@LarryKim #sascon

Click-to-Call is a Total Game Changer

MobileConversion Funnel

1.Sees Ad

2.Calls Business

3.Lead Captured

No Leaky Landing Page!

Desktop Search Conversion Funnel

1.Sees Ad

2.Clicks On Ad

3.Visits Website

Landing Page

4.Lead Captured

3% Average Conversion Rate!

Golden Rule of Mobile Traffic: “Calls to Businesses are Worth +3x More Than Clicks to Websites”

@LarryKim #sascon

Dramatically Increase Contact & Qualification Rates

Response Time From Creation by 5 Minutes

Contact rates significantly drop off after 5 minutes. Why? Declining interest, alternate solution, etc.

@LarryKim #sascon

Users are 9x more likely to place a call from a mobile SERP

than a desktop.

Force Mobile Searchers to Call You

@LarryKim #sascon

• Literally just pay for Calls to your Business!

• Wow. Amazing!

New Call-Only Campaigns in AdWords

@LarryKim #sascon

Use Facebook Click-to-Call Buttons

@LarryKim #sascon

Mobile Ads Hack #2Train your Telesales Team

Telesales (Call Center) Training

• Change your Business model to take calls

• Record phone calls to understand caller experience

• Ensure all calls are being handled. Sending calls to voice-mail is equivalent to Website being down.

@LarryKim #sascon

Call Center Training is to

Mobile as Landing Page Optimization

is to Desktop

Mobile Ads Hack #3Eliminate Your Landing Pages Using Facebook and Twitter Ads

More Than Half a Billion People Access Facebook Solely From Mobile

Leads Get Emailed or Posted to You

@LarryKim #sascon

@LarryKim #sascon

Skip Landing Pages With Twitter & Facebook Ads: Lead Capture Ad Formats

Leads Get Emailed or Posted to You

Entire Stage of Conversion Funnel Eliminated!!

@LarryKim #sascon

Mobile Ads Hack #4Pre-Qualify Mobile Clicks Using New Mobile Ad Formats

Conversion Rate is Defined as:(Captured Leads / Website Visitors) *100%

Huge leverage in

changing the “Website

Visitors” part of the

equation by sending

more qualified traffic.

How?

Captured Lead

View Landing Page

Website Visitors

CLOSED DEAL!

@LarryKim #sascon@LarryKim #sascon

Mobile Shopping Ads Steal All the Conversions

Expandable Product Card

Local Inventory ads

Reviews and Ratings

Price, Image, Review, and Availability Communicated *BEFORE* Clicking Ad!!

@Larry Kim #sascon

New Automotive Ad Formats More Likely to Inspire Actions

Image Carousel With Detailed Info

Call or Get Directions

@LarryKim #sascon

New Mobile Hotel Ad Experiences

Ratings Info! Click to Book!

@LarryKim #sascon

Compare and Buy Insurance Online

Expandable Product

Card

Call Local Agent

Detailed Reviews

@LarryKim #sascon

Use Google to Get a Credit Card

Compare Rates

Support for Regional Banks

@LarryKim #sascon

Get a Mortgage!

Latest Rates Ratings and Details

@LarryKim #sascon

@LarryKim #sascon

New Mobile Ad Formats Steal All The Conversions

@LarryKim #sascon

CRO Hack #1Take Advantage of the Great Mobile Ads Sale of 2015

Mobile Search Ads Clicks Are Worth More Than Desktop Clicks

@LarryKim #sascon

Yet They Cost 30% Less Than Desktop Clicks

@LarryKim #sascon

Mobile Ad Hacks:Super Important Key Takeaway@LarryKim #sascon

Rethinking CRO: 2 Key Takeaways

@LarryKim #sascon

@LarryKim #sascon

1. Eliminate Landing Pages: Using Call Extensions and Call-only Campaigns

2. Call Center Training: is like Landing Page Optimization for Mobile

3. Eliminate Landing Pages: Using Twitter & Facebook Ads = Mostly Mobile Ads. Use Lead-Gen Ad Formats.

4. Steal All The Mobile Conversions: Leverage the latest mobile-responsive ad formats.

5. Act Now: The Great PPC Mobile sale of 2015 won’t last.

Five Mobile PPC Hacks to Remember

@LarryKim #sascon

Thank You!

Slides: http://bit.ly/mobile-hacks

@LarryKim #sascon