Instructed by Jonathan Kagan.

1. Mobile Search: Little Changes Can
Go A Long Way
Adapting Mobile Search Ads To Improve Performance
Jonathan Kagan
Associate Director, Search Marketing
Digitas

2. Failing to adapt for the mobile landscape
will ultimately hurt your bottom line
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3. What Goes Into Mobile Search?

4. About Me
•
Associate Director of SEM for Digitas
•
8 years in search marketing
•
Worked in nearly every vertical
•
Google & Bing Certified
•
Clients range in size from $2K annually to $30 million
annually
•
2013 Recipient of Google’s Search Excellence Award

5. Agenda
• Ad Copy
• Sitelinks & Extensions
–
–
–
–
–
Sitelinks
Location Extensions
App Extension
Click to Call
Day Parting
• What Should I do Next?
• Mobile Site Experience

6. Editing Ads for Mobile
•
Some of the easiest adjustments to
make are:
• Using the word “phone”
• Adjusting the display URL to be
device relevant
• Making CTA’s device specific
Performance from change
– Credit Services Client saw a:
• 62% increase in CTR
• 43% decrease in CPC
• 50% decrease in CPA
Addition of mobile specific ad copy
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7. Sitelinks & Extensions
Sitelinks: The extra little blue links you just recently noticed showing on another advertisers
mobile ad
Why Should I?
– Advertisers get to include additional
links to each ad
– Helps advertisers occupy a little
more of the “real estate” on the
SERP
– Consumers get the perception they
can “pick their own path”
– Google data indicates that when
present, CTR increases, as much as
30%*
Availability:
Yes
TBD (possibly Q2)
Tablet Relevant:
Yes
Yes, browser only
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*Google, 2/2013
Our Clients:
Home Appliance Client saw a 600% increase in
CTR when Sitelinks are visible

8. Sitelinks & Extensions
Location Extensions: When the mobile ad tells you where the competitions business is
located
Why Should I?
– Link Google Places location to the
ad unit, and display a map of the
location
– An absolute must for driving foot
traffic
– As much as 52% of consumers who
searched for a business on a mobile
device visited the location shortly
after*
– Google data indicates that when
present, CTR increases, as much as
10%**
Availability:
Yes
Yes
Tablet Relevant:
Yes
Yes, browser only
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*Drivers of Local Mobile Engagement”, 11/2011
**Google, 2/2013
Our Clients:
Restaurant Client saw a 52% increase in CTR
when Location extensions are visible

9. Sitelinks & Extensions
App Extension: When the mobile app icon shows in the SERP and you can click to
download it
Why Should I?
– Ideal for when your app is a better
experience than your mobile site
– Easy way to increase mobile app
downloads (great for those who get
paid for ad space on them)
– Google reports a 7% increase in
CTR when app extension is present*
Availability:
Yes
No
Tablet Relevant:
Yes
No
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*Google, 2/2013
Our Clients:
Home Appliance Client saw a 8% increase in
CTR when App extensions are visible

10. Sitelinks & Extensions
Click-to-Call: When you click a mobile ad, and it dials a phone number
Why Should I?
– Frequently call centers have a better
conversion rate than a website
(especially a mobile website)
– Gives searchers that often desired
“human touch”
– Better tracking of search to call
user path
– Google reports a 7% increase in
CTR when app extension is present*
Availability:
Yes
Yes
Tablet Relevant:
Yes
Yes, browser only
10
*Google, 2/2013
Our Clients:
Travel Service Client saw a 40% CVR when
using mobile Click-to-Call

11. Click-to-Call Reco’s
CTC can be an excellent way to tie your online traffic to your offline conversions, but there
is some legwork needed on your end to make it happen
What To Do
• Dedicate a unique phone # to the
effort
Why You Should Do It
• Easy and accurate way to
measure CTC success
• Run on non-brand exact and
phrase match keywords only
•
Reduces the number of
customer service based calls
• Make sure your ad has a CTA to
encourage the call
•
Helps take advantage of the
better CVR from calls
• Note and analyze content of call
•
Learn what searches are
encouraging customers to call
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12. Sitelinks & Extensions
Day Parting: When your ad, only shows at certain times of the day
Why Should I?
– Save’s precious budget
– Helps avoid time with less qualified
traffic
– Ideal to flight with radio/TV
– Customize ads for certain times of
the day
Our Clients:
Several of our clients are very ROI/CPA focused, so performance is tracked down to time of day and day
of the week. Late night hours, when sales are typically lower, campaigns are paused, for others, the ad
copy is adjusted, to align with the consumers thought pattern at certain times of the day.
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*Google, 2/2013

13. The Site Experience
• Always use a mobile optimized website for the destination URL
– Failure to do so, often leads to a poor user experience
– If a mobile experience is not available, do what you can for click alternatives:
• Click-to-Call, call function only
• Location extension with CTA for foot traffic
• App extension with download function only
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14. The Site Experience
When developing a mobile site, keep the following in mind:
What To Do
Why You Should Do It
•
Minimize the need for personal
information or registrations
• Collect what is needed for a
sale, to prevent abandonment
•
Keep it connected and aligned with
the desktop site
• Ability to access profiles on
mobile for expedited checkouts
•
Make information concise and to
the point
• Screen size; it just isn’t ideal
for reading large a lot of text
•
Make the conversion process as
easy as possible
• Mobile shopping carts have a
97% abandonment rate*
14
*Marketing Daily, 10/2012

15. What Should I Do Next?
With little effort, basic adjustments in the appearance of your ad can lead to big
improvements in efficiency, and positive results to your bottom line
Quick Changes
• Make sure your ads are
visible
• Only the first 2 positions get
visibility
• Introduce device specific
ad copy
• Phase out old copy slowly, don’t
just delete it
• Implement an extension
• Determine which will
produce the most value for
you (ie foot traffic =
Location extensions)
15
Simple change that can lead to
big results st (or 2nd), then
If you’re is an1extension for you
There not
may as well not even try
almost everyone

16. The Take Away
Mobile Search is Not Rocket Science
• Ultimately, you know your business better
than anyone else, and know what is best
for your bottom line
• All you need to do is adapt your business needs, to the consumer
mindset of what creates confidence and a positive experience when
using their phones for search
16

17. The End
Question? Email:
Jonathan.Kagan@Digitas.com
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18. Move The Needle

19. Thank You
www.onlinemarketinginstitute.org