Strategies for increasing pay-per-click and AdWords performance on mobile devices - Presentation from Sem Days 2015

@AnnStanley
Strategies for
increasing
performance of PPC
on mobile devices
By Ann Stanley

@AnnStanley
About Anicca
Generating Leads, Sales
and Profit
Educating Your Team Building Your Brand Technical Consultancy
Digital and Search
Marketing (Paid advertising,
SEO, PPC, ecommerce
marketing)
Marketing training (and
qualifications) for business
professionals
Owned and Earned media
(SEO, Content, PR, Social,
Email, MAS)
Technical consultancy in
web, Analytics,
conversions and
ecommerce

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Agenda
Part 1: Introduction (why mobile is important)
Part 2: Options for PPC for mobile
Part 3: Strategies for different types of business
Part 4: What’s new?

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Part 1: Introduction

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Global users by device

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Uptake of smartphones across EU and
the world
Worldwide figures –
“By the end of 2014, we
expect 1.76 billion people
to own and use
smartphones monthly, up
more than 25% over
2013”. –
http://www.emarketer.com/Article/World
wide-Smartphone-Usage-Grow-25-
2014/1010920#sthash.iHLqRB9E.dpuf

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Device ownership (Q3 2014)

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UK – Growth in Smart Phone and
Tablet ownership

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What device is important for linking to
the internet - UK Data
Ofcom UK data

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Increase in time spent by device
(US 2014 vs 2010)

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Google predictions for searches by
device in 2014

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Actual Search engine audience by
device (UK - March 2015)
54%

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Mobile share of web traffic by country
Q1 2015

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How we use devices is
different

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Mobile research – starting point

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Device preference by time of day

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Digital advertising

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Ad spend KPI by country 2014
(growth, total spend and per head)

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Digital advertising in the UK –
(2014 full year results)
• UK digital ad spend in 2014
reached record high of
£7.194 billion with 14% year-
on-year growth
• Mobile reached £1.62 billion
of this, representing 23% of
total. Mobile had 63% year-
on-year growth, driven by
social, video and in-app ads
• Social ads grew 65% year-
on-year to £922m with 56%
on mobile (£517m)
Source: www.iabuk.net/blog/digital-adspend-goes-stellar-in-2014

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Mobile growth by type

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Understanding the
Search results

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Google results for ‘sofa’*
Pay per
click ads
(via
AdWords)
Pay per
click text
ads (via
AdWords)
Organic or
natural
search
results
Shopping
Ads (paid
ads via
AdWords)
*sofa chosen to illustrate different types of results
Google
new Local
listings

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Mobile results – Shopping ads
This is actually a carousel
– but most people do not notice
Maximum of 2 ads at the top of the
results – can be 3 at the bottom

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April 21st 2015 – Mobilegeddon!
• Each page on your site will be
classed as either mobile friendly or
not – and tested every time there is
a relevant search
• Results can be marked as “mobile
friendly” or you can run pages
through mobile test
• After April 21st “unfriendly” pages
will get lower rankings on mobile
search results
• Get your mobile load speed to <1
second or all ranking will suffer
• Mobile apps (Android) will achieve
better rankings in mobile search
result (and its worth linking your app
to the your mobile pages)

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Google Mobile friendly sites and
speed tests

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“There is an
Elephant in the
room!”
We have all this
new mobile traffic –
but does it
convert?

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Add to cart and conversion rate by
device

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Analytics – ecommerce site selling to
consumers (wines)

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Analytics – ecommerce site selling to
businesses (office whiteboards etc)

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Before and after mobile responsive
site went live

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Summary of conversion rates
Total Desktops Tablets Mobile Mobile vs
desktop
Consumer site 2.38% 3.15% 2.33% 0.73% 23.2%
Business site 3.79% 4.84% 1.47% 0.81% 16.7%
Consumer site
(non-responsive)
1.61% 2.03% 1.45% 0.39% 19.2%
Consumer site
(responsive)
1.58% 2.14% 1.5% 1.04 48.6%

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Impact of responsive design

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Current situation/problems
• Many sites are still not mobile responsive (i.e mobile friendly)
• Traffic is increasing from mobiles – so should your mobile budget increase
• Use is different than desktops – more browsing and different times of day
• Conversion rate is lower (lead generation sites and ecommerce sites)
• Return on ad spend can be too low on mobile for many sites – if measured
purely on last click attribution
• Cross-device attributions in Analytics not accurate enough to know true
value of the visits to mobile
• How important are mobiles for driving visitors to store or off-line interaction
via calls
• How to send traffic to separate mobile site eg m. or .mobi sites
• Managing positions (with bids) as only 2 ads shown at top of mobiles (plus
PLA’s shown at the top)

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Part 2: PPC specific
features for mobiles

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Device specific features
• Data analysis – segmentation by device use of custom
columns
• Mobile preferred ads
• Call and location extensions
• Apps extensions
• Bid modifiers

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Why create mobile preferred ad
• Ads will perform differently by device
• Ads need different descriptions
• Mobile call for action should be mobile friendly
• Also need different ad extensions for mobile
• Can use url for mobile only sites e.g. m. or .mobi sites

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Loss of description line 2
Courtesy of Wordstream

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Calls to action which work best on
mobiles
• Call now vs contact us
• Buy in store
• Type of phone number –
eg free phone numbers
are not free on mobiles
in the UK
• Display URL
• Choice of extensions

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Segment data to see which device
performs the best

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Use Custom columns

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Call extensions and forwarding
• Best Practice
• Use call extensions in conjunction with location extensions for
geo-targeted campaigns or for mobile devices
• Use Google call forwarding number – there is no additional
charge for this (anymore)
• Add a mobile opted version
• Use scheduling to match your office opening hours
• Create “call conversion” for calls over >60 seconds
• Use in conjunction with site based call tracking technology
including Google’s own call tracking script

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Call extension set-up

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Segment by click type and use
columns to see call data

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Mobile app extension

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Do you want app downloads or
traffic to your site?

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Mobile bid modifiers

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Mobile bid modifiers
• Mobile bid modifier of +300 to -100% at campaign and ad
group level
• Desktops and tablets have same bid – despite differences in
performance for many sites
• -25% mobile bid modifier recommended as starting point to
achieve similar position as desktops and tablets
• Use -100% to turn mobile off
• Some propose autobidding to take into consideration varying
device performance at keyword level
• Most agencies still unhappy with this change and want tablet
bid modifier as well

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Use of mobile bid modifiers

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Stacking of bid modifiers
Each modifier applied to modified bid not base bid
1. Original bid £1
2. Geographical bid for London +25% = £1.25
3. Schedule bid for Monday 7am - 6pm +10% = £1.37
4. Mobile bid -20% = £1.10

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Part 3: Strategies for
different types of business

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Mobile for local
businesses

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Reasons for carrying out a local
search (data Dec 2013)

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Reasons for using PPC on mobile for local
businesses - If they already know you?
• Need phone number
• Need address
• Need directions
• Are you open?
• May use voice search
• May not appear in the local pack – now only 3 listings

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Tips for local PPC on mobiles
• Geo-target ads in its own campaign
• Use geo bid modifiers
• Use reviews (Google reviews for organic) 3rd party seller
ratings for PPC ads
• Use call and location extensions
• Use mobile preferred ads
• Consider using + mobile bid modifiers

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Mobile for researching
or buying products

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Year on year growth PC vs mobile for
major stores

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Visits to retail websites via mobile have
overtaken desktop
• Some 52% of visits were made via a mobile, while 36% of UK online sales
are now completed on a smartphone or tablet device
• Of sales completed on a mobile device, smartphones account for
around 18% and tablets 82%
• "Considering that as recently as 2010 mobile visits to e-retail sites
accounted for less than 3% of traffic, this latest milestone represents
staggering growth of 2,000% over the past four years."
• The report also shows that the total estimated online spend during May
to July was £24.2bn, with £8.7bn spent via smartphones and tablet
devices
Source: IMRG Capgemini Quarterly (September 2014)

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Shopping ads/PLA’s

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Strategies for Shopping Ads on Mobile
• Many users think there are only 3 ads on mobile as
they do not realise they can scroll horizontally
• Additional ads may not get clicked on (with negative
effect on CTR/Quality Score)
• Conversion rate is lower (typically <50% desktop)
• Use mobile bid modifiers to reduce CPC so the overall
ROAS is similar to desktops/tablets
• Try creating “device specific” ad groups:
• Ad groups for mobile – lower bid with high
+mobile bid modifier
• Ad group for desktop/tablets – higher bid with
-100% mobile bid modifiers (to drive mobile
traffic to the mobile ad group)
• Cross device conversions are still difficult to measure.
Users may research on mobile and buy on other
devices

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Typical results consumer site
• Similar impressions
• Lower cost per click
• Low conversion rate
• Lower ROAS

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Typical results business site
• Lower impressions
• Lower cost per click
• Low conversion rate
• Very low ROAS

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Creating ad groups focused on either
mobile vs desktop/tablets
• Mobile and desktop have to be in the same
campaign/ad group - use workaround so you can have
ad group for mobile only
• Create ad group targeted for desktop
• Set up mobile modifier to -100% in desktop
• Create ad group targeted for mobile
• lower bids in the mobile ad group, then use +300% mobile
modifier

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Competing ad extension – remove call
extensions for products on text ads
• Call extension was overriding site links on mobile ads
• Remove call extension on product level.
• Got reviews stars and Certified shops.
• Increase 77% of CTR
• Case study from SES London 2015 - Space48

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Driving in-store traffic from mobile
• Macy - $1 in google mobile $6 of sales in stores
• Local inventory ads (part of Shopping ads)

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Part 4: What’s new

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Local services ads

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Google Buy Button and marketplace
• Rumours started mid-May following an article by
the Wall Street Journal and a webinar titled
Virtual Shopping Summit (by CPC Strategy).
• These both predicted that Google will shortly
launch a Buy Button in order to provide a
marketplace service to compete with Amazon
and eBay
• CPC Strategy thought that the scheme may be
only available to Merchants that are in the
Certified Shopping Scheme (as this provides
some level of quality control)
• They also suspected that PayPal may be offered
as a payment gateway – which is now possible
due to eBay and PayPal being split into separate
trading companies

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Current “understanding”
• This will be called Purchases on Google – there is now a limited beta with specific retailers
• Retailers first have to integrate their ordering systems with Google to become eligible for the
“purchase” button to be displayed in their product listing ads.
• CommerceHub says it’s not necessary for a site to be verified as a Google Trusted Store, but
that it can help speed up the integration process
• The Buy Button will only be shown for certain advertisers next to Shopping Ads on mobile
devices (possibly Android only)
• Buyers that click on Buy button you will be taken to the Google Product Page where they can
choose product variants and pay with Google Wallet and possibly PayPal
• Buyers do not go to Merchant site but the buyer may be able to opt in for emails etc.
• Google will not take a commission but just the click cost
• Google may store buyers’ credit card details to improve conversion rates for future sales
• The merchant will still have to provide fulfilment but may receive limited details about the
customer

@AnnStanley
Product cards for voice search

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Google Now – In-store cards

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Strategies for increasing pay-per-click and AdWords performance on mobile devices - Presentation from Sem Days 2015