Small and medium businesses have a size advantage. Discover new ways to be nimble and leverage your size and speed for a better Return On Ad Spend.

1. Faster, Lighter, Cheaper:
Increasing ROAS for SMB
Ecommerce
Lisa Raehsler
April 8, 2013

2. • New
ecommerce
• Considers
new
consumer
shopping
behavior
• Understanding
=
increase
ROI
@LisaRocksSEM
MOBILE IS OUR CONSTANT COMPANION

3. WHY CARE ABOUT MOBILE?
• Searching
+
conver=ng
from
all
devices
• Cross
devices
+
pla@orms
• No
longer
seeing
linear
purchase
path
with
ecommerce
purchase
on
same
device

4. Example

5. • Objec=ve:
Company
wants
to
capture
customers
by
loca=on,
on
mobile.
• Approach
1. Adjust
bid
by
device
2. Geo-­‐targe=ng,
storefront
3. Schedule
by
=me
of
day
4. Call
extensions-­‐
Upgraded
5. Device
ad
preference+
messaging
@LisaRocksSEM
MOBILE LOCAL CAMPAIGN WITH
ENHANCED FEATURES

6. BIDS BY
DEVICE
• Enhanced
campaigns
combines
all
devices
• Increase
mobile
exposure
with
new
bidding
op=ons
• Up
to
+300%
increased
bid
over
desktop
gives
mobile
searches
preference
@LisaRocksSEM

7. • Target
ads
to
people
searching/
located
around
business
loca=on.
• Set
different
bids
for
this
group
by
loca=on,
radius,
city,
state.
• Use
bid
adjustments
to
increase
é
your
bids
whenever
someone
located
near
your
business
searches
for
one
of
your
keywords.
• Example
by
state,
leads
from
states
on
east
coast
are
more
valuable
than
west
coast.
@LisaRocksSEM
GEO-TARGETING LOCATION BIDS

8. • Increase
é
bids
on
Thursday
+
Friday
aXernoons
to
capture
more
sales
when
the
CPA
is
lowest,
for
example.
@LisaRocksSEM
SCHEDULE BY TIME OF DAY

9. • Make
it
easy
for
them
to
order
• Campaign
or
Adgroup
level
allows
even
more
granularity.
• Google
forwarding
number
enables
call
repor=ng.
• Using
the
phone
number
only
enables
click
to
call
bu[on,
but
not
link
to
website.
• Schedule
a
=me
to
show
phone
numbers
during
business
hours
or
when
call
will
be
answered
@LisaRocksSEM
UPGRADED CALL EXTENSIONS

10. DEVICE PREFERENCE
& AD MESSAGING
• Check
mobile
box
to
specify
that
this
ad
is
catered
to
mobile.
• Create
ad
copy
knowing
the
user
is
on
mobile.
• Consider
mobile-­‐specific
specials
or
discounts.
Use
a
mobile-­‐op=mized
display
URL.
• For
our
pizza,
“Buy
online
and
pick-­‐up
only
$9.99”
@LisaRocksSEM

11. • Ad
promotes
downloadable
app
• Upgraded
app
extensions
with
enhanced
campaigns
• New
‘app
promo=on
ads’
to
replace
‘click-­‐to-­‐download’
ads
• Easier
to
manage
with
more
detailed
repor=ng
• Click
ad
headline
to
visit
website
• Click
to
download
it
@LisaRocksSEM
APP EXTENSIONS

12.
@LisaRocksSEM
APP EXTENSIONS

13. MOBILE LANDING PAGES
• Now
you
need
mobile
friendly
landing
pages
• Easy
to
view
+
navigate
for
users
on
mobile
devices
• Easy
for
mobile
users
to
sign
up,
purchase,
or
convert
• Design
for
visibility
+
usability
Grrrr,
I
can’t
see
their
site!

14. MOBILE LANDING PAGES
• On-­‐the-­‐go
=
immediate
info!
• Design:
fast
loading
images,
large
bu[ons,
bulleted
copy,
short
forms
• Local:
drive
conversions
in-­‐store
by
proving
store
locator,
maps
direc=ons,
stock
checker

15. MOBILE LANDING PAGES: CONVERSION TIPS
• Make
it
easy
to
buy
something
or
contact
• Focus
on
informa=on
that
will
aid
conversion
(i.e.,
product
details).
• Reduce
number
of
steps
needed
to
complete
a
transac=on
• Keep
forms
short
with
the
fewest
number
of
fields
• Use
check
boxes,
lists
and
scroll
menus
to
make
data
entry
easier
• Click-­‐To-­‐Call
func=onality
for
all
phone
numbers

16. FINAL THOUGHTS
• To
increase
ROAS,
consider
all
devices
• Target
audience
where
they
live
+
by
their
consumer
behavior
• Test
a
combina=on
of
tac=cs
for
best
results
• Mobile-­‐fy
your
ad
copy
• Don’t
forget
where
they
land

17. THANK YOU
Lisa Raehsler
Founder, SEM Strategy Consultant
Big Click Co.
lisa@bigclickco.com
(612) 424-1SEM
@LisaRocksSEM
www.linkedin.com/in/lisarockssem
Connect with me at bigclickco.com