Mobile Metrics That Matter Final By Jaclyn Jordan
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Transcript of Mobile Metrics That Matter Final By Jaclyn Jordan
CONFIDENTIAL – DO NOT DISTRIBUTE 1
Mobile Metrics that
Matter
Jaclyn Jordan Paid Search Strategist
@WordStream
June 2014
Jaclyn Jordan
• Paid Search Strategist, WordStream, Inc.
• Experience managing 200+ accounts across 25+ industries
• Began PPC career in Germany
• Enjoy Nerf wars
@jjordanWS
Today’s Agenda
• SEM Metric Comparison
Across Devices
• 3 Mobile Metrics that
Matter
• How to Compete on
Mobile (without busting
the bank)
CTR
*Pulled from over 1,200 cross-industry accounts
All Devices: Ad Rank and CTR
y = -0.023ln(x) + 0.0529 R² = 0.162
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Sear
ch C
TR
Ad Position
Expected CTR
Higher Positions =
Higher CTRs
All Devices: Ad Rank and CTR
Ad Rank and CTR: Device Comparison
DESKTOP TABLET
MOBILE
Segmented Devices: Ad Rank and CTR
*Pulled from over 1,200 cross-industry accounts
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Sear
ch C
TR
Ad Position
Expected CTR, by device
Desktop
Mobile
Tablet
Log. (Desktop)
Log. (Mobile)
Log. (Tablet)
Mobile CTR drops
off 45% from
Position 1 to 2
Segmented Devices: Ad Rank and CTR
Mobile CTR drops off 45% faster than desktop or tablet!
Outside of Position 1, Mobile CTR =
Much Lower Positions on Desktop
QUALITY SCORE
Segmented Devices: Quality Score
Segmented by Device:
Segmented Devices: Quality Score
Impression
weighted QS
Share of clicks on mobile devices
*Data from over $9 Billion in Graded Spend
Do more mobile clicks mean lower quality scores?
Segmented Devices: Quality Score
Nothing to suggest that mobile plays into
Quality Score either way.
NOPE!
AWESOME
CPC
Segmented Devices: CPC
Data is from 406 USD clients consistently advertising on mobile since 1/1/12
Mobile
CPCs have
increased
150% since
2012.
Enhanced
Campaigns
Desktop
CPCs have
increased
50%
IMPRESSION
SHARE
Segmented Devices: Impression Share
*Pulled from over 1,200 cross-industry accounts
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Sear
ch Im
pre
ssio
n S
har
e
Ad Position
Search Impression share, by device
Desktop
Mobile
Tablet
Linear (Desktop)
Linear (Mobile)
Linear (Tablet)
Much less likely to
show on mobile vs.
desktop
Segmented Devices: Impression Share
• Mobile Ads are much less
likely to be shown, even in
position 1.
• Below position 2, forget it.
• No accounts had mobile
position below 4.3.
Segmented Devices: Impression Share
Mobile impression share penalty is more
dramatic than it’s desktop counterparts.
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Sear
ch Im
pre
ssio
n S
har
e lo
st t
o R
ank
Ad Position
Search Impression Share lost to Rank, by device
Desktop
Mobile
Tablet
Linear (Desktop)
Linear (Mobile)
Linear (Tablet)
So, what ARE the Mobile
Metrics that Matter?
Mobile Metrics that Matter
CTR CPC Impression Share
Mobile CTR drops off 50%
faster than desktop or
tablet.
Search CPCs have been rising
dramatically for mobile over
the past 12 months
Mobile impression share
penalty is more dramatic
than it’s desktop
counterparts.
1 2 3
What do we do about it?
Improve Mobile CTR
Speak to a mobile audience
• Cater to an audience on-the-run
• Keep language short & sweet
• Make it easy to interact with your
ad
• Don’t have a mobile website?
Turn off option to click through on
call extension setting.
Improve Mobile CTR
Present a mobile CTA
• Make sure your offer is possible
on a mobile device
• Avoid offering whitepaper
downloads or demo/trial
downloads
• Give option to call in and ask
questions
Improve Mobile CTR
Use all available extensions
Location
Call
Sitelinks
Improve Mobile CTR
Ecommerce: Google
Shopping or bust!
Budget for Increased Mobile CPCs
• Revisit search/mobile budget strategy
• Don’t be afraid to raise mobile bids
Device Search Clicks
Search CPC
Desktop 139 $0.30
Mobile 2,322 $0.12
Tablet 17 $0.35
CASE STUDY: A client targeting a mobile audience decided to
pivot more spend to the platform on certain campaigns. All of
these campaigns actually use a +300% MBA. Even with bids 3x
that of desktop, their actual mobile CPC is still considerably
cheaper than is on desktop:
Let’s recap
Bring it all together
1. Speak to mobile audience
2. Present a mobile CTA
3. Use all mobile extensions
4. Ecommerce: Have presence on Google Shopping
5. Make sure you have appropriate bid adjustments in place
6. Don’t be afraid to raise mobile bids