It’s no secret that the mobile audience is on every marketer’s mind. With more than 2 billion people that will use mobile devices to access the internet in 2016, it’s imperative for businesses to have a strategy ready and optimized for the new year. In this webinar presentation, Carrie Albright from Hanapin and Blair Symes from Dialogtech discuss targeting strategies for search, display, and social, features you should absolutely be using already (hello call extensions!), best practices on tracking and routing phone calls, as well as more essentials you need for a successful 2016 mobile PPC strategy.

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&HOSTED BY:
The Essentials For Your 2016
Mobile PPC Strategy

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Presenters
• Blair Symes
– Director of Content Marketing at DialogTech
– @DialogTech
• Carrie Albright
– Senior Account Manager at Hanapin
Marketing
– Blogger on PPC Hero
– @Albright_C

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us
questions.

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work for an agency.
d) I’m a consultant.

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Agenda
- Mobile Stats
- How Much Does Mobile Matter?
- Pre-Click Strategy
- Post-Click Strategy
- Optimizations
- Targeting
- Mobile Calls
- Summary

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64%
of US adults own
smartphones
>80%
of US adults ages 18-49 own
smartphones
U.S. smartphone ownership
Source: Pew, 2015

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How mobile use impacts digital ads
Source: Google, Adobe, comScore, YouTube
SEARCH
Over 50% of
searches are
mobile
SOCIAL
87% access
Facebook on a
mobile device
DISPLAY
60% of digital
media time is
mobile
VIDEO
Over 50% of
YouTube views
on mobile

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Digital ad spend shifting to mobile
FacebookSearch
• In 2015, US mobile ad
spending will increase
50% to $29 billion –
49% of all digital ad
spending
• By 2019 mobile will
account for 72% of
digital ad spending –
up to $66 billion
Source: eMarketer, 2015
Display

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Mobile PPC drives phone calls
76 billion
calls to U.S. businesses from
digital channels in 2014
162 billion
calls expected from digital
marketing in 2019

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How Much Does Mobile Matter?

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Evaluating your mobile potential
Mobile presence may be 15-22% of existing desktop
traffic.
Mobile conversion rates may range from 59% to 79%
less than existing traffic, assuming all things are
constant.*

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Understanding Your Mobile Users

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Understanding Your Mobile Targets
Targeting

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Pre-Click Mobile Strategy
Average position

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Pre-Click Mobile Strategy
Mobile-specific messaging
Mobile-preferred ads

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Pre-Click Mobile Strategy
Call
Extensions

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According to Google,
70 percent of
people searching
on mobile will
call a business
directly from the
search results.

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Pre-Click Mobile Strategy
Optimize with bid adjustments

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Post-Click Mobile Strategy
If a desktop page is like a buffet,
mobile is more like fast food.
- Andrew Maliwauki , Disruptive Advertising

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Post-Click Mobile Strategy
 Mobile friendly site (check it)
 Mobile-selected landing page
 Clear spacing (no accidental clicks)
 Large font
 Click to Call Button
 CTA Front and Center

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Post-Click Mobile Strategy
Mobile friendly site
[https://www.google.com/webmasters/tools/mobile-friendly/]

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Post-Click Mobile Strategy
Mobile-selected landing page

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Post-Click Mobile Strategy
Clear spacing
Large
Font
Click to Call
Button
Mobile-relevant
information
CTA
Front & Center

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The Mobile Checklist
Pre Click Post Click
Targeting Mobile friendly site
Average position Mobile-selected landing page
Mobile-specific messaging Clear spacing
Mobile preferred ad Large font
Call Extensions Click to Call Button
Optimize with bid adjustments CTA Front and Center

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Mobile Ad Optimizations

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Display & Facebook ads fuel searches
27% perform a search after
viewing display ad
Sources: Yahoo, Facebook
Conversions jump 59% when
search relates to display ad
6.3% lift in mobile searches
from Facebook ads

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Sources: IAS, xAd
Optimize display ads for right KPI
• 40% of mobile display clicks are
accidental
• 19% of ads in mobile apps are
never in view
STUDY ON DISPLAY AD CTR
• Optimizing for high clicks saw a
69% decrease in secondary
actions (calls, direction lookups,
and clicks for more info)
• Optimizing for secondary actions
got 27% lower CTR but
calls/directions/info actions up
219%

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Mobile Engagement Optimizations

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Target a radius
Remarketing targeting
Tailor ads and bids for searchers who
have previously visited your site
Display & Facebook Ads
Show specific ads and messaging based on a
consumer’s past interaction on your site
Paid Search Ads

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Target a radius
Geo-targeting
1. Country
2. State
3. County
4. TV Markets
5. City
6. Zip Code
7. Radius (shown)
8. Congressional
District
9. Airports
10. Universities
Facebook AdWords

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Target a radius
Targeting with email lists
Facebook Custom Audience
Target users by email address, phone
number, name, gender, etc.
Google Customer Match
Tailor ads and bids for searchers whose
email address you upload to Google

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Your Data. Your Insights.

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Calls are a difficult conversion to track
X Can’t attribute caller back to search engine, keywords, ad, or landing page
X Can’t attribute lead (and resultant pipeline and revenue) to paid search spend
X Can’t prove how your marketing dollars are helping generate revenue
A prospects runs
a search on his
smartphone,
clicks your ad,
and calls to
engage
Who took call?
What was
said? Did it
convert to
pipeline or
revenue?
Paid Search Example

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Use trackable phone numbers
TRACK LEADS THAT CALLED
FROM LANDING PAGES
TRACK LEADS THAT CALLED
DIRECTLY FROM ADS
See the keywords, ads & landing pages that drove every caller
Optimize for what’s working – Eliminate spend on what isn’t

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Call attribution for mobile PPC
✓Get a complete understanding of what’s driving calls and sales
✓Works for any marketing source (search, social, display, email, video, offline)
You control
where the call is
routed and
capture the
conversation
You know who
the caller is,
where they are
calling from,
and when
You can attribute
leads, pipeline, and
revenue from calls
to the right
marketing source
Attribute caller to exact marketing source
(keyword search, ad, web session)

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Detailed data on every call & caller
MARKETING SOURCE
Exactly what drove the
call – works for every
mobile channel
WEBSITE ACTIVITY
The pages on your
website the caller visited
before and after calling
OS & BROWSER
The operating system
and browser the caller
used to visit your site
WHO TOOK THE CALL
Exactly where the caller was routed
CALLER INFO
Geographic location, day/time, and caller ID

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Optimize ad placement for best times
• Optimize bids &
ad placements
for the
locations &
days/time
driving calls
• Ensure call
centers and
locations are
staffed properly

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Route callers different based on data
CALLER LOCATION
KEYWORD QUERY
AD VIEWED
WEB PAGES VIEWED
TIME OF DAY
DAY OF WEEK
CALLER ID
CREATE RULES TO
ROUTE CALLER TO
BEST PLACE:
DATA CAPTURED AT
TIME OF CALL:
CALL CENTER
OFFICE
DEALERSHIP
STORE
FRANCHISEE
CAMPUS
SALES AGENT

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What’s said on calls from PPC ads?
Caller
Sales Agent
WHAT WORDS DO
CALLERS USE?
DO SALES AGENTS
FOLLOW SCRIPTS?
DID CALL CONVERT
TO SALE & WHY?
ARE PROMOTIONS
HAVING IMPACT?

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Ways to measure phone leads quality
Call Duration Reports
See which programs are driving the
longest conversations
CRM Integration
Track callers through the sales funnel to
see what programs drive revenue
Call Recordings
Listen to what’s said on every
conversation

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Run keyword searches through calls
Conversation Insight
Search conversations from any campaign to find calls where words or phrases were
spoken

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Zero in on key moments of calls
1. Find every call where certain words or phrases were spoken
2. Understand why calls are converting
3. Optimize keywords and ads/landing pages for words consumers actually use

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Key Quality Indicators

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Summary
EFFECTIVELY
TARGET YOUR
MOBILE USERS
PROVIDE THEM
WITH A
CONVERSION-
READY
EXPERIENCE
CALL ATTRIBUTION
TO MEASURE &
OPTIMIZE ROI
ANALYZE
CONVERSATIONS
FOR INSIGHTS

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PPC Retainers
Need some assistance for your PPC?
We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/

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Get a personal demo of DialogTech
DIALOGTECH VOICE360™
The only end-to-end call attribution and conversion platform
for data-driven marketers

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
DialogTech Feedback: bsymes@dialogtech.com