Some reports say that 82% of smartphone owners search on the web every day. Mobile PPC can be your best option at targeting today’s consumer on-the-go.

1. Confidential, Property of Search Influence, LLC © 2016
THERE'S NOTHING
MORE LOCAL
THAN MY POCKET Will Scott
CEO & Co-Founder
@w2scott #pubcon

2. 55% WOULD RATHER
GIVE UP CAFFEINE FOR
A WEEK.
@searchinfluence #pubcon

3. 21% WOULD RATHER
GIVE UP SHOES FOR A
WEEK.
@w2scott #pubcon

4. 22% WOULD RATHER GIVE
UP THEIR TOOTHBRUSH
FOR A WEEK.
@w2scott #pubcon

5. 70% WOULD RATHER
GIVE UP ALCOHOL FOR
A WEEK.
@searchinfluence #pubcon

6. 33% WOULD RATHER
GIVE UP SEX FOR A
WEEK THAN THEIR
MOBILE PHONES.
@searchinfluence #pubcon
http://www.dailytech.com/Survey+33+of+Americans+Would+Rather+Give+
Up+Sex+for+a+Week+Than+Their+Cell+Phones/article22346.htm

7. SEARCH INFLUENCE
Helping customers successfully market online since 2006.
Search Influence
• 90 full and part-time
employees
• 120 contract writers
• Google AdWords & Analytics
Certified Staff
• Google Certified Partner
Reputation
• 2011 Inc. 500 honoree
• 2013 Inc. Hire Power Winner
• Recognized leader in search and social
for local business
• Two decades in online media
• Best Places to Work, 2014 & 2016
ABOUT
@searchinfluence #pubcon

8. ● Helping businesses succeed online
since 1994
● Started Search Influence in 2006 with
wife and COO Angie Scott
● 10-years in business
● 30,000 clients and 47 resellers served
● @w2scott
WILL SCOTTABOUT ME
@w2scott #pubcon

9. HOW MANY TIMES A DAY
DOES THE AVERAGE PERSON
CHECK THEIR PHONES?
@searchinfluence #pubcon

10. AMERICANS ARE ON
PHONES AND TABLETS
4.7 HOURS A DAY.
@w2scott #pubcon

11. 60% OF ALL
SEARCH
OCCURS
ON
MOBILE
@searchinfluence #pubcon
http://searchengineland.com/report-nearly-60-percent-searches-n
ow-mobile-devices-255025

12. @w2scott #pubcon

13. DETERMINING
YOUR MOBILE
FOCUS
@searchinfluence #pubcon

14. @w2scott #pubcon
HOW MUCH OF YOUR TRAFFIC IS MOBILE?

15. BENCHMARKING IN ANALYTICS
@searchinfluence #pubcon

16. @w2scott #pubcon
HOW MUCH OF YOUR ADWORDS TRAFFIC IS MOBILE?

17. ADWORDS IMPRESSION SHARE
@searchinfluence #pubcon

18. SETTING
TARGET KPIs
@w2scott #pubcon

19. PAID SEARCH KPI BENCHMARKS
http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-b
enchmarks@searchinfluence #pubcon

20. @w2scott #pubcon
2 WAYS TO CALCULATE TARGET CPL
#1. BASED ON AVG. VALUE PER CUSTOMER,
CLOSE RATE & DESIRED ROI

21. #2. BASED ON CPC & CONVERSION RATE
2 WAYS TO CALCULATE TARGET CPL
@searchinfluence #pubcon

22. SET YOUR
CAMPAIGN FOR
MOBILE SUCCESS
@w2scott #pubcon

23. @w2scott #pubcon
KEYWORD TARGETING
1. “NEAR ME”
2. LOCATION BASED
3. THINK IN TERMS
OF SEARCHER
4. LOOK AT DATA
FOR MOBILE IN
KEYWORD
PLANNER

24. @w2scott #pubcon
EXPANDED TEXT ADS
1. DEVICE PREFERENCE NO
LONGER SUPPORTED
2. FOCUS ON YOUR HEADLINE
& DO TESTING
3. TAKE ADVANTAGE OF FINAL
MOBILE URLs
4. UTILIZE MOBILE SPECIFIC
AD EXTENSIONS

25. DRIVE PHONE CALLS

26. @w2scott #pubcon
MOBILE BID ADJUSTMENTS
1. START WITH + 20% BID ON
MOBILE
2. AIM FOR POSITION 1 OR 2 ON
MOBILE
3. USE DAY PARTING TO DRIVE
TRAFFIC DURING PEAK
HOURS
NEW FEATURE: SET BID
ADJUSTMENTS FOR ANY DEVICE

27. NOW THAT YOU
BUILT IT, WILL THEY
COME?
@searchinfluence #pubcon

28. @w2scott #pubcon
MOBILE LANDING PAGE BEST PRACTICES
1. SHORT TEXT
2. LOAD QUICKLY
3. NECESSARY INFO
4. CALL BUTTONS
5. CLICKABLE BUTTONS
6. LESS FORM FIELDS

29. ANALYZING
PERFORMANCE:
CONVERSIONS
@searchinfluence #pubcon

30. @w2scott #pubcon
IDENTIFY PRIMARY &
SECONDARY KPIs

31. WHAT ACTION
DO YOU WANT
USERS TO TAKE
ON THEIR
MOBILE DEVICES?
@searchinfluence #pubcon

32. TRACK CALLS
● FROM YOUR ADS USING CALL
EXTENSIONS
● FROM YOUR LANDING PAGES
○ CALL TRACKING
○ CLICK-TO-CALL
○ IMPORT ADWORDS GOALS
INTO ANALYTICS
@w2scott #pubcon

33. TRACK FORMS
● USE AS FEW FIELDS AS POSSIBLE
● OFFER ON-THE-GO USERS AN EASY
CONVERSION POINT AND SEND
THEM ADDITIONAL INFO LATER
@searchinfluence #pubcon

34. IN-STORE VISITSUSE LOCATION EXTENSIONS TO GATHER DATA ABOUT
USER INTENT
@w2scott #pubcon

35. PEOPLE START THEIR
SEARCH ON THEIR
PHONES.
https://www.thinkwithgoogle.com/articles/mobile-search-consumer-behavior-data.html
@searchinfluence #pubcon

36. ADWORDS ATTRIBUTION
METRICS
@w2scott #pubcon
● CROSS-DEVICE
● MOBILE-ASSISTED
● STORE VISITS

37. MOBILE ADVERTISING
IS NECESSARY FOR ALL
TYPES OF BUSINESSES.
@searchinfluence #pubcon

38. MOBILE PPC
CASE STUDY #1

39. @searchinfluence
Based in New Orleans,
the National WWII Museum
tells the story of the American
Experience in the war that
changed the world - why it was
fought, how it was won,
and what it means today.
ABOUT THE
NATIONAL
WWII MUSEUM

40. GOAL: DRIVE GENERAL
ADMISSION TICKET
SALES TO IN-MARKET
TOURISTS

41. OUR APPROACH
FOCUS
ON
MOBILE
● CREATE DUPLICATE
CAMPAIGNS FOR MOBILE
● IMPLEMENT BID ADJUSTMENTS
● AIM FOR 100% IMPRESSION
SHARE ON MOBILE

42. THE RESULTS
IN 6
MONTHS
● 78% MOBILE CLICKS
(FROM 32%)
● INCREASED CTR FROM
5.63% TO 8.28%
● 24% DECREASE IN CPC

43. MOBILE PPC
CASE STUDY #2

44. @searchinfluence
The Law Offices of Mark A. Vicknair
focuses on handling personal injury
and criminal defense cases. Our
extensive experience in these areas
guarantees our clients the best legal
representation.
ABOUT THE
LAW OFFICES OF
MARK VICKNAIR

45. Implemented a paid search campaign,
landing on mobile responsive pages to
drive calls.
Created call-only ads to increase calls on
mobile.
Had a basic desktop site that did not
have an online presence.
Not receiving many leads through the
internet, and client wanted more calls!
OUR APPROACH
THEIR SITUATION
74 LEADS DELIVERED
(65 ON MOBILE WITH 46
CALLS)
470 CLICKS TO SITE
(286 ON MOBILE)
MOBILE CONV RATE:
22.73%
THE RESULTS

46. MOBILE PPC
CASE STUDY #3

47. @searchinfluence
Audubon Nature Institute is a
501(c)3 not for profit that operates a
family of ten museums and parks
dedicated to nature. We serve our
visitors, our community and our
world as an educational resource, an
environmental guardian, a leader in
economic development and a venue
for family entertainment.
ABOUT AUDUBON
NATURE INSTITUTE

48. OUR APPROACH
● DRIVE MEMBERSHIP PURCHASES, PRIVATE
EVENT INQUIRIES AND TRAFFIC TO THE VENUES
THROUGH MOBILE-OPTIMIZED PAID SEARCH
● UTILIZE POSITIVE MOBILE BID ADJUSTMENTS TO
INCREASE PROMINENCE IN SERPS

49. THE RESULTS
IN 2
MONTHS
● 4,112 MOBILE CLICKS
○ 80 GET DIRECTIONS
○ 104 GET LOCATION DETAILS
○ 103 CLICKS-TO-CALL
● 29 MOBILE CONVERSIONS
○ 10 CROSS-DEVICE
CONVERSIONS

50. THANK YOU!
Will Scott
Search Influence
935 Gravier St STE 1300
New Orleans, LA 70112-1608
(504) 208-3900
http://www.searchinfluence.com/