How to Handle the Mobile Influx for PPC This Holiday Season

How to Handle the Mobile Influx
this Holiday Season
Mobile Customer Acquisition & Conversion Strategies for Retailers
Lewis Brannon
CPC Strategy
Keith Leitzke
Unbound Commerce

Growing Mobile Addiction
 1/3 of cell internet users (34%) go online mostly using their phones, and not using some other device
such as a desktop or laptop computer. (1/3 of cell internet users) [Ref: Pew Research]
 62% of men and 44% of women have purchased something online within the last 30 days after
www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
researching on a table or phone [CPC Study]
 28% of men and 22% of women ditch checkouts on mobile phones due to sites not being optimized

Mobile and Ecommerce
The Trouble with Mobile…
 Hard to attribute success
 Doesn’t convert as well
 Ties in to the Local narrative
 Mobile adoption is only growing

We Turn Browsers Into Buyers
 More than $35 million a year in managed ad spend
 Founded in 2007
 Over +250 active clients
 Top 50 fastest growing companies in San Diego
 Official Google Shopping Partner
Services Include
 Retail-focused Paid Search (PPC)
 Google Shopping Management
 Amazon Sales Acceleration
 Product Feed Management
Visit CPCStrategy.com

Webinar Housekeeping
Logistics
Stay Tuned For Webinar Recording Email
Q&A Following The Presentation
Submit Questions In The Chat Box To The Right
Keith Lietzke
VP of Marketing
Unbound Commerce
Speakers
Lewis Brannon
Paid Search Strategist
CPC Strategy

What We’ll Cover
What We’ll Cover
What We’ll MCobiole Cvamepairgn Type & Goals
Mobile Bidding – Establish a Baseline
Insider Tips to Boost Performance
Local Targeting Tips
Measuring Mobile Success
Key Takeaways

CPC Strategy Speaker
Lewis Brannon
Paid Search Strategist | CPC Strategy
 5 Years SEM
 Senior Retail Search Manager
 Managed in-house SEM for top 10 travel company
 Has managed dozens of accounts across verticals ranging from travel sales, lead-gen, and retail
 AdWords & BingAds certified professional
 Avid Auburn Tigers fan
 www.linkedin.com/in/lewbrannon

Mobile Goals & Campaign Type
What Are Your Mobile Goals?
 Mobile Traffic Growth & Increased Conversion Volume
 Improving Mobile ROI / spend efficiency
 Driving foot traffic to a brick & mortar store
 Mobile-Only focus & suppression of other devices

Mobile Campaign Type
Mobile Campaign Type
Campaign Types?
 Standard (enhanced) campaign with mobile and location bid modifiers and mobile-preferred ads
 Most common for e-commerce retail, can also be effective for local
 Workaround campaign with customized bid modifiers to force mobile traffic
 Most common for device-specific business models
 Locally targeted, mobile-centric campaign focused on driving foot traffic
 Option for retailers with separate budgets for local or per-store

Device & Location Bid Modifiers
Understanding AdWords Enhanced Campaigns
 Ability to manage different targeting , bidding and ad types in one campaign
 Consolidates campaign management
 Made for the multi-device world
 Advertise to varying user contexts

Mobile Bidding Optimizations
Mobile Strategy Best Practices
 Understand Business Goal And Budget Structure
 Establish A Baseline Bid Modifier (Standard Campaigns)
 Set A Initial Bid Modifier Commensurate With Mobile Site-wide CVR
 Start Conservative, Gain Traction , Then Ramp Up
 Use Your Site Analytics Data (Like Google Analytics) As A Starting Point

Find Your Mobile Performance Baseline In G.A.
 Get an overall picture
 Segment further, by source/medium or even campaign

Boost Performance – Take Advantage of AdWords Features
Mobile-Optimized Text Ads
 Will Be Given Preference On Mobile Devices
 Write Ad Text That Highlights Mobile-specific Specials Or Deals
 Use A Mobile Optimized Display URL (Mobile.Cpcstrategy.Com)
 Keep Descriptions Short And Sweet
 Make Sure Description Line 1 Flows With The Headline (It’s Always Appended)

More AdWords Mobile Features
Ad Extensions
 Mobile-optimized sitelinks
 App extensions
 Call extensions
 Callout extensions
 Review extensions
Extension Tips
Link users to your store-locator page or highlight in-storeDeals with sitelink
extensions. Link to the open or download your app Page via App Extensions.

Link Your Locations for Local Advantage
Google My Business & AdWords Linkage
 Import your business location(s) from GMB into AdWords for location
extensions, filter for specific campaigns.
 More visibility on the SERP and Maps
 Get insights from GMB to inform your PPC targeting strategy

Mobile Display
AdWords Mobile Display Best Practices
Mobile Ad sizes
 Use mobile specific ad sizes for the GDN
 OS, Manufacturer specific targeting
HTML5 Revolution – Flash Templates can be boring
 Per DoubleClick – there are now more consumers using the web in HTML5 compatible
environments than Flash environments.
 Utilize Google Web Designer to create custom HTML5 rich media ads
 Reach the largest audience possible by doing this and stay unique

Local Targeting – Key Considerations
Campaign Type – to isolate mobile or not?
 Mobile-specific budget?
 Focus solely on foot-traffic?
Align Campaigns With Store Locations
 GMB Location Extensions
 Segment campaigns by store location
 Budget accordingly
 Correlate in-store sales reports
Local Google Shopping Inventory
 If able, send local product feeds
 Retailer store-fronts are coming
 Omnichannel is real; mobile preparedness helps

Measuring Success – Key Mobile Metrics
Determine Mobile Success Metrics
 Foot traffic to local store (in-store sales soon an AdWords metric?)
 Call Conversions (Use Google Call Forwarding or Call Tracking Platform)
 For online conversions, consider all metrics at disposal
 Converted Clicks & Conversions don’t always tell whole story
 Evaluate Cross-Device & Estimated Total Conversions
 Still ambiguous, but retailer are finding value
 Based on patterns and estimates
Per Google:
“9 out of 10 web browsers start in
one device and end in another”

Measuring Success – Science Experiment
Measure Impact Of Mobile Bidding On
Bottom Line
 Tinker With Mobile Bids
 Keep Other Variables Constant
 Test Mobile Modifiers On High Profile PPC Campaigns
 Measure Impact On Bottom Line
 Not During Peak Or Volatile Periods
 Find Out If Cross-device Conversions Are Big For Your Biz

Key Takeaways
 Understand How Adwords Enhanced Campaigns Work And What They Are Capable Of
 Determine The Campaign Structure That Best Fits Your Business Need
 Establish A Reasonable Baseline Bid Through Site-wide Device Analysis; Segment
 Take Advantage Of All Mobile-optimized Features In Adwords
 Try Your Best To Measure Local Campaign Success; Align With GMB
 Prepare For Future Of Google Retail, Get Out In Front
 Know The Key Metrics, See The Big Picture
 Experiment
 Prosper!

CPCStrategy.com
Also, feel free to send your questions after the webinar to contact@cpcstrategy.com
Shoot Over Your Questions
 Questions for Lew?
 Questions for Keith?
 Curious about bid modifications in AdWords?
 Wondering if a mobile site makes sense for your business?

Need Help Getting Exposure for Your Brand?
Product Listing Ads Paid Search (PPC) Amazon Sales Acceleration Program
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Questions? Shoot Us An Email

How to Handle the Mobile Influx for PPC This Holiday Season

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How to Handle the Mobile Influx for PPC This Holiday Season

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