For more information, visit www.wordstream.com In this webinar, Closing The Loop On Mobile Search Marketing, WordStream Founder and CTO Larry Kim will join Hosted Numbers’ Marketing Manager Nikki Lee to explain the how’s and why’s of mobile search marketing right now. You’ll learn: - Why mobile users are more ready to buy - The newest mobile best practices for 2013 - How to maximize clicks and conversions while minimizing CPC on mobile search ads - How to close the loop on ROI measurement with call tracking

1. Closing The Loop On Mobile Search
Marketing
Larry Kim
Founder & CTO, WordStream, Inc.
Nikki Lee
Marketing Manager, Hosted Numbers
April 11, 2013
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2. Today’s Agenda
• 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
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3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #wordstream in your Google+ status
updates,Twitter tweets,, etc.
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4. Speaker Introductions #wordstream
• 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.
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5. Let’s learn a little about you….
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6. Poll Question 1:
Do you have a Mobile Search Advertising
Strategy for generating calls to your business
and tracking the ROI of those calls?
a) Yes
b) No
#wordstream
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7. Poll Question 2:
What percentage of website traffic comes from
your mobile devices (excluding tablets)?
a) +50%
b) 25%-50%
c) 10%-25%
d) Less than 10%
e) No Idea!
#wordstream
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8. Case Study: Vehicle Parts Supplier
• Large Seller of Car Parts in
the USA
• How They Sell:
– Online Store
– National Call Center
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9. Vehicle Parts Supplier: Ad Performance
• Mobile CPA is nearly 50% higher than Desktop
and accounts for just 17% of the conversions
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10. Go Mobile Plan
• Implement a Mobile Search Strategy Using
Enhanced Campaigns
• Measure the Value of Mobile
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11. Introducing User Context
• User Context
– Location
– Time
– Device
• Understanding
User Context =
Better ROI
• How is this
different?
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12. New Bid Management Tools
• Day Parting
• Location Bidding
• Mobile Bidding
Manage your bids across location, time and device —
all within a single campaign!!
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13. Location, Time and Device Bid Management
• Campaign settings have options for location, ad
scheduling and device-based bid adjustments.
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14. Location Based Bid Management
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15. Time Based Bid Management
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16. Device Based Bid Management
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17. New Smarter Ads
• Scheduled extensions
• Enhanced sitelinks
• Customized messages on mobile location
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18. Ads Become User Context-Aware
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19. Ad Extensions Become More Powerful
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20. 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.
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21. 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”
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22. The Results:
• Calls convert 4x higher than Clicks to website
• Mobile generates 2x more conversions than we
thought
• Customer is super happy
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23. 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)
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37. Poll Question 3:
If you are looking for help your mobile search
marketing efforts...
a) WordStream Offer: A free 1-on-1 AdWords account
assessment
b) Hosted Numbers Offer: A 30-day free trial
#wordstream
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38. Your Questions
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
lkim@wordstream.com
http://twitter.com/larrykim
Nikki Lee
nikki.lee@patlive.com
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