Larry Kim's Presentation on Mobile Advertising Hacks for SAScon (Search, Analytics and Social Conference) in Manchester, England - June 2015.

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

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

3. • (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

4. Warning: Mad Mobile PPC
Marketing Science Ahead!

5. The Top 5 Mobile
Advertising Hacks
of All Time

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

7. The Marketing Funnel is a
Ridiculously Obsolete Concept.
You Can Bypass
this Funnel
Entirely!
Captured Lead
View Landing Page
Website Visitors
@LarryKim #sascon

8. @LarryKim #sascon

9. @LarryKim #sascon

10. So Bypass the Landing Page
Completely
@LarryKim #sascon

11. Click-to-Call is a Total Game Changer
Mobile
Conversion 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

12. 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

13. Users are 9x more likely
to place a call from a
mobile SERP than a
desktop.
Force Mobile Searchers to Call You
@LarryKim #sascon

14. • Literally just
pay for Calls to
your Business!
• Wow.
Amazing!
New Call-Only Campaigns in AdWords
@LarryKim #sascon

15. Use Facebook Click-to-Call
Buttons
@LarryKim #sascon

16. Mobile Ads Hack #2
Train your Telesales Team

17. 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

18. Call Center
Training is to
Mobile as Landing
Page Optimization
is to Desktop

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

20. More Than Half a Billion People Access
Facebook Solely From Mobile
Leads Get Emailed or Posted to You
@LarryKim #sascon

21. @LarryKim #sascon

22. 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

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

25. 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
@LarryKim #sascon@LarryKim #sascon

26. 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

27. New Automotive Ad Formats
More Likely to Inspire Actions
Image Carousel
With Detailed Info
Call or Get
Directions
@LarryKim #sascon

28. New Mobile Hotel Ad Experiences
Ratings Info! Click to Book!
@LarryKim #sascon

29. Compare and Buy Insurance Online
Expandable
Product
Card
Call Local
Agent
Detailed
Reviews
@LarryKim #sascon

30. Use Google to Get a Credit Card
Compare
Rates
Support for
Regional Banks
@LarryKim #sascon

31. Get a Mortgage!
Latest Rates Ratings and
Details
@LarryKim #sascon

32. @LarryKim #sascon

33. New Mobile Ad Formats Steal All The Conversions
@LarryKim #sascon

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

35. Mobile Search Ads Clicks Are Worth More Than
Desktop Clicks
@LarryKim #sascon

36. Yet They Cost 30% Less Than Desktop Clicks
@LarryKim #sascon

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

38. Rethinking CRO:
2 Key Takeaways
@LarryKim #sascon

39. @LarryKim #sascon

40. 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

41. Thank You!
Slides: http://bit.ly/mobile-hacks
@LarryKim #sascon