Closing The Loop On Mobile Search Marketing [Webinar]

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Closing The Loop On Mobile Search Marketing

Larry Kim

Founder & CTO, WordStream, Inc.

Nikki Lee

Marketing Manager, Hosted Numbers

April 11, 2013

Today’s Agenda

2

• Why mobile users are more ready to buy

• The newest mobile search best practices for 2013

• How to close the loop on mobile ROI measurement

with call tracking

Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #wordstream in your Google+ status updates,Twitter tweets,, etc.

3

Speaker Introductions #wordstream

4

• Larry Kim

– Founder, CTO, WordStream, Inc.

– Been doing PPC & SEO for 10 Years!

– Today we’re an industry-leading provider of PPC Management Software

• Nikki Lee

– Marketing Manager, Hosted Numbers

– 10 year career working in tracking and automation of all advertising channels.

– Author of “Five Steps to Successful Call Tracking”.

– Masters in Entrepreneurship from the University of Louisville.

Let’s learn a little about you….


Poll Question 1:

6

a) Yes

b) No

#wordstream

Do you have a Mobile Search Advertising

Strategy for generating calls to your business

and tracking the ROI of those calls?

Poll Question 2:

7

a) +50%

b) 25%-50%

c) 10%-25%

d) Less than 10%

e) No Idea!

#wordstream

What percentage of website traffic comes from

your mobile devices (excluding tablets)?

Case Study: Vehicle Parts Supplier

• Large Seller of Car Parts in

the USA

• How They Sell:

– Online Store

– National Call Center


Vehicle Parts Supplier: Ad Performance

• Mobile CPA is nearly 50% higher than Desktop

and accounts for just 17% of the conversions


Go Mobile Plan

• Implement a Mobile Search Strategy Using

Enhanced Campaigns

• Measure the Value of Mobile


Introducing User Context

• User Context

– Location

– Time

– Device

• Understanding

User Context =

Better ROI

• How is this

different?


New Bid Management Tools

• Day Parting

• Location Bidding

• Mobile Bidding

Manage your bids across location, time and device —

all within a single campaign!!


Location, Time and Device Bid Management

• Campaign settings have options for location, ad

scheduling and device-based bid adjustments.


Location Based Bid Management


Time Based Bid Management


Device Based Bid Management


New Smarter Ads

• Scheduled extensions

• Enhanced sitelinks

• Customized messages on mobile location


Ads Become User Context-Aware


Ad Extensions Become More Powerful


Summary of Vehicle Parts Company Mobile Ad

Strategy

• Time: Does better during

business hours.

• Location: Most business

comes from 10 metro areas.

• Device: Display click to call ads

for mobile while call center is

open, push to website and

disable click to call ads when

call center is closed.


Tracking ROI of Mobile (The Unsophisticated Way)

• Have calls go to a dedicated line

• Instruct everyone to write down what happens after

calls from the “google phone”


The Results:

• Calls convert 4x higher than Clicks to website

• Mobile generates 2x more conversions than we

thought

• Customer is super happy


Key Learning: Majority of SMB’s Undervalue Mobile

Search

• By a 10:1 margin, respondents valued desktop/tablet

clicks over mobile devices (March 21, 2013)


Poll Question 3:

37

a) WordStream Offer: A free 1-on-1 AdWords account assessment

b) Hosted Numbers Offer: A 30-day free trial

#wordstream

If you are looking for help your mobile search

marketing efforts...

Your Questions

38

Thank you for attending WordStream webinar on Closing The

Loop On Mobile Search Marketing. #wordstream

Don’t forget to sign up for a Free Trial of Hosted Numbers:

http://www.hostednumbers.com

Grade Your AdWords Account Today

http://www.wordstream.com/google-adwords

Or contact us directly: Larry Kim

[email protected]

http://twitter.com/larrykim

Nikki Lee

[email protected]

mailto:[email protected]

http://twitter.com/larrykim

mailto:[email protected]

Closing The Loop On Mobile Search Marketing [Webinar]

Technology

Transcript of Closing The Loop On Mobile Search Marketing [Webinar]