Increase Conversions & Maximize Your ROI with Mobile Search
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The document discusses the results of three phases of testing mobile search marketing campaigns. In each phase, the company separated mobile and desktop search campaigns and made adjustments to bidding and ad text for mobile. While impressions and clicks sometimes decreased with these changes, key metrics like conversion rate and cost per lead improved, showing that managing mobile campaigns separately can significantly improve results. The document provides best practices and recommendations for mobile search marketing.
Increase Conversions & Maximize Your ROI with Mobile Search
- 1. I N C R E A S E C O N V E R S I O N S & MAXIMIZE YOUR R O I W I T H MOBILE SEARCH SearchFest 2012 Hashtag: #SearchFest Twitter: @BrianAllenJones LinkedIn: /in/brianallenjones Email: brian.jones@dealer.com 2/27/2012 Dealer.com - All Rights Reserved 1
- 2. Mobile is BIG Mobile web adoption is 75M US adults go online via ramping up 8x faster than the mobile devices with over 1/2 desktop web did in the mid of them going online via their 1990s 2 mobile device at least 1x/day 1 Total ad spend on mobile to rise from $1.4B in 2009 to $6B in 2014 3 Source 1. searchengineland.com, Sept . 2010 Source 2. Mary Meeker Report Economy & Internet Trends 10/20/09 Source 3. Juniper Research, 08/09 2/27/2012 Dealer.com - All Rights Reserved 2
- 3. 2/27/2012 Dealer.com - All Rights Reserved 3
- 4. Yeah, Yeah, YeahWe Have Heard This Before Do You Have a Mobile Strategy? Have You Implemented a Mobile Strategy? How Often Do you Test Mobile? So Why if Mobile is so Big are so Many Companies Doing Nothing? 2/27/2012 Dealer.com - All Rights Reserved 4
- 5. The Hypothesis So, we (Dealer.com) posed the question: Do results change when search marketers separate their mobile and desktop search campaigns? Simple Right? 2/27/2012 Dealer.com - All Rights Reserved 5
- 6. The Test Separate Campaigns Phase I Separate Campaigns Phase II Increase Max CPC Bid 50% Separate Campaigns Phase III Increase Max CPC Bid 50% Mobile Specific Ad Text 2/27/2012 Dealer.com - All Rights Reserved 6
- 7. Why Test Ad Copy? 2/27/2012 Dealer.com - All Rights Reserved 7
- 8. Mobile Ad Copy vs. Desktop 2/27/2012 Dealer.com - All Rights Reserved 8
- 9. Mobile Ad Copy Best Practices 1. Highlight Click to Call Functionality 2. Mention The Fact The User & Site is on a Mobile Device/Site 3. Add Local Specific Ad Text 4. Include Immediate Calls To Action Find Directions or Store Nearby Call Find Coupons 1 in 3 Mobile Search Queries Have Local Intent 2/27/2012 Dealer.com - All Rights Reserved 9
- 10. Mobile Ad Formats 2/27/2012 Dealer.com - All Rights Reserved 10
- 11. Why Increase Bids? 2/27/2012 Dealer.com - All Rights Reserved 11
- 12. Mobile Bidding Best Practices 1. Bid Separately on Mobile 2. Max of Five Ad Spots vs. 10 Ad Spots on Desktop 3. Consider Bidding 2x Your Desktop Bids Click thru rates on mobile devices are 37% more than desktop 2/27/2012 Dealer.com - All Rights Reserved 12
- 13. Mobile Budget Best Practices 2/27/2012 Dealer.com - All Rights Reserved 13
- 14. Why Mobile Landing Pages? 2/27/2012 Dealer.com - All Rights Reserved 14
- 15. Mobile Landing Page CRO Strategy 1. Easy of Use/Simplicity 2. Mobile Video Integration 3. Mobile Call Tracking 4. Call Focus 5. Reduced Navigation 6. Mobile Specific Analytics 7. Mobile Specific Design 2/27/2012 Dealer.com - All Rights Reserved 15
- 16. Mobile Landing Pages Best Practices 1. Keep it Simple 2. Dont Use Flash 3. Put The Most Important Information at the Top 4. If Users Must Scroll Have Them Scroll Down, Not Across 5. Minimize Content 6. Minimize Load Time 7. Provide a Link to the Desktop Version 2/27/2012 Dealer.com - All Rights Reserved 16
- 17. The Results Phase I 40.0% 30.0% 20.0% 10.0% 0.0% -10.0% -20.0% -30.0% While separating the campaigns by device actually seemed to decrease impression count Key Performance Indicators including conversion rate , particularly phone conversions, seemed to increase to produce a more efficient overall campaign in terms of Cost Per Lead. 2/27/2012 Dealer.com - All Rights Reserved 17
- 18. The Results Phase II 20.0% 15.0% 10.0% 5.0% 0.0% -5.0% -10.0% -15.0% -20.0% -25.0% Again, while separating the campaigns by device actually seemed to decrease impression count, unlike Phase 1, clicks also decreased but the decrease in clicks did not out-weight the decrease in impressions and a higher CTR was still attributed to Phase II than baseline. As in Phase I, Key Performance Indicators including CTR and conversion rate combined to produce a more efficient overall campaign in terms of Cost Per Lead. 2/27/2012 Dealer.com - All Rights Reserved 18
- 19. *Note: During Phase III of testing, Dealer.com experienced a- typical, technical issues with our premium paid search advertising The Results tool, Total Control DOMINATOR (TCD). This could have, and likely did impact results. Phase III 20.0% 15.0% 10.0% 5.0% 0.0% -5.0% -10.0% -15.0% -20.0% Again, while separating the campaigns by device actually seemed to decrease impression count, unlike Phase 1, clicks also decreased but the decrease in clicks did not out-weight the decrease in impressions and a higher CTR was still attributed to Phase II than baseline. As in Phase I, Key Performance Indicators including CTR and conversion rate combined to produce a more efficient overall campaign in terms of Cost Per Lead. 2/27/2012 Dealer.com - All Rights Reserved 19
- 20. Key Takeaways 1. Managing mobile and desktop search campaigns separately has significant impact on results. 2. Despite global trends such as decreases in impressions and clicks, dealers generally experienced improvements in CTR, phone leads, CR, and overall number of leads - not to mention a decrease in CPC. The exception is, of course, evidenced in Phase III (the results of which, as previously mentioned, could have been swayed negatively by internal system errors). 2/27/2012 Dealer.com - All Rights Reserved 20
- 21. Case study with more details can be found at http://www.dealer.com/blog/2012/february/23/maximize- your-roi-from-search-campaigns.htm 2/27/2012 Dealer.com - All Rights Reserved 21
- 22. What You Can Do 1. Create separate mobile and desktop search campaigns. 2. If you don't have a mobile site - get one. You're missing a lot of valuable opportunities. 3. Make sure all campaigns are call-tracking enabled. Mobile users are much more likely to call than fill out a web form. 4. Bid appropriately on keywords and test ad copy according to best practices. Consider overall budget within a campaign. If a campaign budget is not significant splitting campaigns, and thus budgets could have a negative impact. Consult with your search specialist on this topic. 2/27/2012 Dealer.com - All Rights Reserved 22
- 23. Mobile Search Best Practices 1. Similar to desktop best practices 2. Strong mobile call to action 3. Be aggressive when bidding on mobile 4. Use click-to-call 5. Use click-to-download 6. Leverage analytics 7. Ensure landing pages are mobile-friendly 2/27/2012 Dealer.com - All Rights Reserved 23
- 24. Tracking & Performance Tips 2/27/2012 Dealer.com - All Rights Reserved 24
- 25. Tracking & Performance Tips 2/27/2012 Dealer.com - All Rights Reserved 25
- 26. Tracking & Performance Tips 2/27/2012 Dealer.com - All Rights Reserved 26
- 27. Quick 1:26 VideoI Promise 2/27/2012 Dealer.com - All Rights Reserved 27
- 28. Questions Twitter @BrianAllenJones LinkedIn: linkedin.com/in/brianallenjones Email: brian.jones@dealer.com 2/27/2012 Dealer.com - All Rights Reserved 28