Mobile Basics: SEO & PPCCarlton van Putten, VP Sales & Marketing

Why Mobile Matters

@logmycalls

The Evolution…

Enormous Tiny Enormous Again

Why Mobile Matters

@logmycalls

There are 6.8 billion people on the planet. 5.1 billion own a mobile phone. 4.2 billion own a toothbrush. Unysis, 2011

It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. CTIA.org, 2011

91% of all U.S. citizens have their mobile phone within arms reach 24/7. Morgan Stanley, 2011

Why Mobile Matters

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January 2011• 31% of all mobile subscribers own a smart phone

December 2011• 44% of all mobile subscribers own a smart phone

Late January 2012 • 48% of all mobile subscribers own a smart phone

Now• 57% of all mobile subscribers own a smart phone

72% of those who bought a phone in the last 3 months bought a smart phone• In the 18-34 age group, the number is 83%

Why Mobile Matters

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1. It is SCARY Effective• 9 out of 10 mobile searchers take action after a mobile search -

Google, 2011

• 7 out of 10 mobile searchers take action within 1 hour – Mobile Marketer, 2011

2. Room for Growth• “It is still very early in the mobile business,” Larry Page, Co-Founder,

Google, Oct. 2011, New York Times• Massive room for growth• The business world is largely unaware of mobile’s possibilities,

even fewer are utilizing mobile marketing effectively.

20102011

20122013

20142015

20160

2

4

6

8

10

12

0.71.4

2.6

4.3

6.4

8.6

10.6

U.S. Mobile Ad Spend (Billions)

$ Bi

llion

Morgan Stanley, 2011

Why Mobile Matters

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3. ‘Buying’ Demographics Use Mobile• The young and those with money to burn wealthy have smartphones.

Why Mobile Matters

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4. Growth of Mobile Search (and consequences) • Mobile search will surpass desktop search by 2013. (Google, 2012).

• Moved up from 2014 or 2015• “In three years time, desktops will be irrelevant,” John Herlihy, VP of Global

Ad Operations, Google, Digital Landscapes Conference, 2010.

AND YET The VAST majority (65% to 75%) of small businesses don’t

have a mobile site or landing page.

Many (35% to 44%) of medium and large businesses don’t have a mobile site or landing page.

Why Mobile Matters

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• It is important we fully ‘figure out’ mobile now.

Are we measuring the right things?

What are the goals of mobile marketing?

What are the basics of mobile SEO?

What are the basics of mobile PPC?

We need to find answers to these things NOW or we will be left behind.

Mobile SEO: The Numbers

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Mobile search will surpass desktop search in late 2013 - Google, 2012

80% of mobile searches have local intent - Google, 2012

61% of mobile searches result in a phone call - Google, 2012

Mobile SEO Basics

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Get Position #1 or #2 • CTR dropped 90% from position #1 to #3 – Google,

2012• For standard SEO the percentage is 50% to 60%• Far more ‘extreme’ than standard SEO• Remember: Majority of search will be mobile by end

of 2013. This is a BIG deal. Implications

• More intensive focus on SEO • No ‘Silver Bullet’ for mobile SEO, just same SEO ‘rules’ of

backlinking and content apply.

Mobile SEO Basics

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The Phone is Back• 61% of the time a mobile search results in a phone

call – Google, 2012 • Mobile searchers want immediacy after a search• The phone call is the most natural form of

engagement for mobile users

Mobile SEO Basics

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Implications of More Phone Calls• Better Leads – 64% of businesses say incoming

phone calls are better leads than web leads - BIA Kelsey, 2012

• Higher Close Rates – Our research indicates that close rates are 15 to 20 times higher if a prospect calls than if they fill out a web form.

Mobile SEO Basics

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Implications of More Phone Calls• Different Metrics – Instead of tracking CTR or

abandon rates for mobile we need to track phone calls.

• Landing Pages – Phone numbers on landing pages instead of form fields.

• Prepare to Handle Calls Efficiently – Prompt and polite—remember mobile callers are ready to buy.

Mobile SEO Basics

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Local Wins• 80% of Google searches on mobile phones have

local intent – Google, 2012

Implications

• Every company needs a local presence• Google Places – Only 42% of businesses have

completed their Google Places listing. Less have optimized that listing

Mobile PPC Fundamentals

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Before Getting Started What’s your goal? Define your mobile conversion. Lead-

Gen, App Download, Buy Now, Phone Call or In-Store Visit

Clean slate? Don’t assume any similarities with desktop campaigns

Are landing pages mobile ready? Emulate devices and browsers. Compatibility Android 2.x and iOS 3.x and later.

Target platforms and devices? Are your products specific to a device or OS

Driving Phone Calls? Google says Click-to-Call ads increase conversion rates by 6% to 8%.

Mobile PPC Fundamentals

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Getting Started• Separate your mobile campaign from desktop

campaign• Keywords, Ad Groups, Landing Pages and Offers are

distinctively different

• Exclude Adwords content network to start

• Bid for position 1-5 to be on page one

• Many searches will end up with only positions 1-3 on page one

Mobile PPC Keyword Strategies

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Mobile searches include more misspellings and shorter keyword phrases

Start broad to discover mobile keyword phrases then use negative keywords and phrase matching to optimize

Do mobile specific research using advanced options and filters

Mobile PPC Keyword Strategies

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Mobile PPC Bid Strategies

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Lower bids/ higher conversions are possible

Geo-targeting• Take advantage of location awareness

Device Targeting• Tablets, smartphones, wi-fi and carriers

Day-Parting• Desktop off-hours are mobile on-hours

Mobile PPC Ads and Offers

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Call-centric phrases• Ad copy that uses a phrase

like ‘call us now’ or ‘call on your mobile for a special offer’ converts more

Instant Gratification• Call, buy, download NOW• “1-click actions”

Consider mobile specific offers• Free works better than cheap• Deep discounted limited time

‘Call us today’ increases conversion rates by 4% to 8%

Mobile PPC Ads and Offers

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Smartphone Do’s• Click-to-call or map-to-

location• Use new HTML5 ad

formats (multi-panel, Interstitials etc.)

Smartphone Don’ts• Flash• Long Ad Copy

Tablet Do’s• Rich media landing

pages• Video advertising• Ad formats that take

advantage of screen size (be careful of image scaling)

Tablet Don’ts• Click-to-call

Adwords & Call Extensions

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Call extensions make it easier for customers to call you directly via your ad and allow you to measure the phone calls that your ads generate.

Call extensions are an ad feature that allows advertisers to include additional information about their offers within text ads.

Call extensions give you additional real estate within a search result, and allow searchers a way to connect with your business.

Call extensions increase both your CTR and your close rates.

Call Extensions Setup

1. Select the campaign for which you want to enable call extensions.

2. Go to the Ad extensions tab.

3. Select the Call Extensions view from the drop-down list.

4. Click New extension5. Type your business

phone number or your LogMyCalls tracking number, and the country where the number is based.

6. Click “Save and Continue.”

PPC & SEO: Mobile Differences

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In mobile PPC and SEO the most common action is a phone call.

User intent is different (decision v. research)

Mobile clicks are still selling slightly below marketing value.

By default, Google ads will be syndicated to mobile devices. You can assess success and then either change settings or create new campaigns.

PPC & SEO: Mobile Differences

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Remember: Mobile users absorb information quickly and tend to make phone calls. They want CONCISE everything.

Remember: Everything you know about PPC still works BUT targeting mobile can reach a whole new level of effectiveness.

Remember: Just like with desktop PPC, look at the data.

Remember: By default PPC campaigns are syndicated through mobile devices. Evaluate and consider disabling syndication and then changing settings or running separate mobile campaigns.

Mobile Marketing

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Download our White Paper: 6 Things You Need to Know Before the Impending Mobile Marketing Explosion

Request a Demo – logmycalls.com/request-demo

Call us at (866) 811-8880

Next Webinar

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Thursday, June 21 – 2 PM EDTTitle: Top Tips for Conversion Optimization

What’s a good conversion rate? Case studies Landing page and website tips to convert more Crazy awesome statistics Every business type

LogMyCalls.com/webinar