Since last year, Mobile paid search advertising has increased by 55%. Crazy! Something even more mind blowing...Mobile PPC now accounts for one-fifth of total advertising spend. Which means, if you're not running Mobile PPC, you're being left behind. But here's your chance to become a Mobile PPC pro in no time! In this webinar, WordStream Founder and CTO Larry Kim and Paid Search Strategist Jaclyn Jordan share their years of PPC experience, teaching you the Ultimate Introduction to Mobile PPC Advertising. You'll learn: >Insane Mobile Ad Strategies for getting 3x more ROI than Desktop search >How Quality Score, Click Through Rate, Conversion Rates, Cost Per Click, Impression Share (etc.) is different on Mobile >And so much more! For more information, visit www.wordstream.com

1. CONFIDENTIAL – DO NOT DISTRIBUTE 1
The Greatest & Most
Complete Intro to Mobile
PPC EVER!
Brought to you by:
www.wordstream.com/learn
Larry Kim
Founder & CTO of WordStream
Jaclyn Jordan
Paid Search Specialist at WordStream

2. CONFIDENTIAL – DO NOT DISTRIBUTE 2
Go straight to the front of the class
with WordStream's PPC University.
You'll learn how to master pay-per-
click advertising and Google
AdWords in three guided courses,
from PPC 101 to Advanced PPC,
plus webinars, white papers, and
free tools to help you along the way.
Want to get smart in PPC?
www.wordstream.com/learn
PPC University
#wordstream

3. CONFIDENTIAL – DO NOT DISTRIBUTE 3
Include the hashtag
#wordstream
Take Part In Live Blogging
#wordstream

4. Today’s Agenda
• User Context in Mobile
Search
• SEM Metric Comparison
Across Devices
• 3 Mobile Metrics that Matter
• How to Compete on Mobile
(without busting the bank)
#wordstream

5. Larry Kim
• Founder & CTO of WordStream
• Leader of the Quality Score
Rebellion!
• Just Had First Kid 7 weeks ago
(#ppckid)
@larrykim
Meet Your Experts…
#wordstream

6. Jaclyn Jordan
• Paid Search Strategist,
WordStream, Inc.
• Experience managing 200+
accounts across 25+ industries
• Began PPC career in Germany
• Enjoy Nerf wars
@jjordanWS
Meet Your Experts…

7. CONFIDENTIAL – DO NOT DISTRIBUTE 7
 Search Marketing software company
founded in 2007 located in Boston, MA
 #184 fastest growing private company in
the US
 Winner of best Customer Engagement
Driver Award from MITX in 2012
 Leading provider of:
o PPC Advisor (PPC Management
Platform)
o The Free AdWords Performance Grader
o The Free AdWords Landing Page
Grader
o Expert PPC Management Services
About WordStream

8. Let’s learn a little about you….
#wordstream

9. Poll Question #1: Mobile Search Perceptions
What’s Your Opinion of the Value of Mobile Search
for your Business?
• Mobile search is worth less for me
• Mobile search is worth more for me
• No idea / No Opinion
#wordstream#wordstream

10. Poll Question #2: Mobile Search Readiness
Do You Have a Mobile Search Strategy?
• Yes! I have mobile specific ads, a mobile bid
strategy, mobile landing pages, call tracking, etc.
• No! I have nothing set up yet
• Somewhere in between
CONFIDENTIAL – DO NOT DISTRIBUTE 10#wordstream

11. Obligatory “Mobile Is Important” Slide
#wordstream#wordstream

12. User Context In Search: Location, Device, Time
User 1 User 2
Location At Home On the Go
Time 1PM 2AM
Device Desktop Mobile
Intent of Search? Probably
looking to
change the
locks on the
house.
Probably locked out of
his house and needs
help now.
#wordstream#wordstream

13. Why Mobile Rules!
Calls to Businesses worth on Average 3x More
Than Clicks to Websites!!
4. Captured
Lead
2. Calls
Business
2. Clicks On Ad
Desktop Search Conversion Funnel
3% Avg.
Conversion
Rate
Mobile Conversion Funnel
1. Sees Ad 1. Sees Ad
3. Visits Website
Landing Page
3. Lead
Captured!!
#wordstream#wordstream

14. What Metrics Matter in Mobile PPC??
#wordstream#wordstream

15. CTR

16. *Pulled from over 1,200 cross-industry accounts
All Devices: Ad Rank and CTR
y = -0.023ln(x) + 0.0529
R² = 0.162
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
1 2 3 4 5 6 7 8
SearchCTR
Ad Position
Expected CTR
#wordstream#wordstream

17. Higher Positions =
Higher CTRs
All Devices: Ad Rank and CTR
#wordstream#wordstream

18. Ad Rank and CTR: Device Comparison
DESKTOP
TABLET
MOBILE
#wordstream#wordstream

19. Segmented Devices: Ad Rank and CTR
*Pulled from over 1,200 cross-industry accounts
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
1 2 3 4 5 6 7 8 9
SearchCTR
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
#wordstream#wordstream

20. 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
#wordstream#wordstream

21. QUALITY SCORE

22. Segmented Devices: Quality Score
Segmented by Device:
#wordstream#wordstream

23. 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?
#wordstream

24. Segmented Devices: Quality Score
Nothing to suggest that mobile plays into
Quality Score either way.
NOPE!
AWESOME
#wordstream#wordstream

25. CPC

26. 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%
#wordstream

27. IMPRESSION
SHARE

28. Segmented Devices: Impression Share
*Pulled from over 1,200 cross-industry accounts
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
1 2 3 4 5 6 7 8 9
SearchImpressionShare
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
#wordstream#wordstream

29. 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.
#wordstream#wordstream

30. Segmented Devices: Impression Share
Mobile impression share penalty is more
dramatic than it’s desktop counterparts.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
1 2 3 4 5 6 7 8 9
SearchImpressionSharelosttoRank
Ad Position
Search Impression Share lost to Rank, by device
Desktop
Mobile
Tablet
Linear (Desktop)
Linear (Mobile)
Linear (Tablet)
#wordstream#wordstream

31. So, what ARE the Mobile
Metrics that Matter?

32. 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
#wordstream#wordstream

33. What do we do about it?

34. 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
#wordstream#wordstream

35. 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
#wordstream#wordstream

36. Improve Mobile CTR
Use all available extensions
Location
Call
Sitelinks
#wordstream#wordstream

37. Improve Mobile CTR
Ecommerce: Google
Shopping or bust!
#wordstream#wordstream

38. 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:
#wordstream#wordstream

39. Do I Need a Mobile Website?
CONFIDENTIAL – DO NOT DISTRIBUTE 39#wordstream

40. Let’s recap

41. 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
7. Don’t let lack of a mobile website hold you back
#wordstream#wordstream

42. Grade Your Quality Score with The AdWords Grader!
• A free, instant PPC audit in
under a minute!
• Grades your AdWords account
performance based on the 8
PPC metrics that really matter
• Compares how you’re doing
against other accounts of
similar size (monthly spend)
www.wordstream.com/google-adwords
Larry Kim (@larrykim)#wordstream

43. • We find all the low hanging
fruit in your account
• You just review / approve the
findings.
• Quick. Easy. Powerful.
• 20 Minutes a Week can
improve your ROI on
AdWords by 20% or more!™
WordStream’s
20 Minute PPC Work Week
www.wordstream.com/ppc-free-trial
Larry Kim (@larrykim)#wordstream

44. Leads & Landing Page Management Software
www.wordstream.com/ppc-free-trial
@larrykim#wordstream

45. New!! Call Tracking Software
www.wordstream.com/ppc-free-trial
@larrykim#wordstream

46. New!! Call Tracking Software
www.wordstream.com/ppc-free-trial
#wordstream#wordstream

47. Special Offers! Would you like…
a) A FREE live demo of WordStream PPC Advisor
including Call Tracking
b) Get a 1-on-1 AdWords Grader walk-through with a
PPC expert
c) Nothing at the moment
#wordstream#wordstream

48. Your Questions
Thank you for attending
WordStream’s webinar!
Benchmark your AdWords account today!
http://www.wordstream.com/google-adwords
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
Larry Kim (@larrykim)#wordstream