Published on October 1, 2014
1. Mobile Ad Copy What SEMs Should Be Doing with Mobile Insights into the mobile ad user and what marketers need to ensure they are doing to appeal to those users on mobile devices. Insights and case studies on mobile ad copy testing and landing page performance. Additional insights into what marketers can do in the mobile marketing space without a mobile website and/or a responsive website design
2. Introduction • Agenda – Who Am I? – Importance of Mobile Ads – What You Should Be Testing • List • Examples • Extensions
3. Nick Lindauer
4. Source: Google - The New Multi-screen World: Understanding Cross-Platform Consumer Behavior
5. MOBILE ADS DESKTOP ADS
6. Mobile Search Growth COPYRIGHT CERTIFIED KNOWLEDGE 2014 6 • By December 2015, mobile devices will account for 50% of all paid-search clicks (spending surpasses in 2017) • Average CTR is 3.7% (vs. 2.7 and 2.5 for tablets and desktops) Source: Marin Software, eMarketer (for mobile spend estimate)
7. Quality Score by Device
8. Mobile Ad Creation
9. What Should You Test?
10. Never stop testing, and your advertising will never stop improving. ~ David Ogilvy
11. What to Test Things to Test Now 1. Landing Pages 2. Display URLs 3. CTAs 4. Ad Copy/Message Intent 5. Sitelinks 6. Extensions 7. Ad Rotation 8. Day Parting
12. Mobile Landing Pages Source: Tecture
13. Display URLS COPYRIGHT CERTIFIED KNOWLEDGE 2014 13 Ad Desktop CTR Mobile CTR Desktop CR Mobile CR Winner <headline> <same description 1> <same description 2> Test.com/Widgets 1.27% 1.70% 2.52% 0.87% DESKTOP <same headline> <same description 1> <same description 2> Widgets.Test.com/Mobile N/A 9.45% N/A 1.56% <same headline> <same description 1> <same description 2> M.Test.com/Widgets N/A 8.75% N/A 1.63% <same headline> <same description 1> <same description 2> Test.com/Mobile N/A 11.75% N/A 3.26% MOBILE <same headline> <same description 1> <same description 2> Test.com/iPhone N/A 12.23% N/A 2.51%
14. 81 percent of conversions (defined as store visits, calls or purchases) triggered by mobile search occur within five hours Google – Creating Moments That Matter
15. CTAs Ad Desktop CTR Mobile CTR Desktop CR Mobile CR Winner Texas Maritime Lawyer <same description 1> Call Us for a Free Case Review! 4.3% 13.6% 4.2% 7.1% MOBILE Texas Maritime Lawyer <same description 1> Phone Us for a Free Case Review! 2.5% 11% 3.65% 4.3% Texas Maritime Lawyer <same description 1> Ring Us for a Free Case Review! 3.25% 9.75% 4.3% 5.3% Texas Maritime Lawyer <same description 1> Contact Us for a Free Case Review! 7.8% 3.2% 6.8% 5.3% DESKTOP
16. Including a city name in mobile ads increases click-through rates as much as 200 percent Source: MediaPost
17. Message Intent COPYRIGHT CERTIFIED KNOWLEDGE 2014 17 @bgTheory Ad Desktop CTR Mobile CTR Desktop CR Mobile CR Winner <headline> <same description 1> Buy <var> Now! 3.8% 1.1% 1.36% 0.98% DESKTOP <same headline> <same description 1> Find the Location Near You! 3.5% 8.7% 1.25% 6.25% MOBILE Why Consumers Use Mobile Devices (for purchase or purchase consideration): • Impulse buying (As seen on TV) • Influenced buying (Research – Instagram to Search, to Purchase) • Assisted buying moments (Purchase 1 leads to Purchase 2) • Assisted Sales – Mobile to In Store (location)
18. 77 percent of mobile searches occur at home or work—even if a PC is nearby and readily available Source: Search Engine Land
19. Ad Extensions “By eliminating the second line of ad text, we give businesses another point of engagement with customers in their ads - in this case, it's the additional location extension," - Senthil Hariramasamy, product manager at AdWords Starting October 15, Google says ad extensions may be displayed instead of the second line of ad text on its mobile search ads and the second description line may or may not show, depending on how well it is expected to perform.
20. Mobile Sitelinks & Extensions Location Extensions Click to Call Sitelinks
21. 40 percent of mobile searches happen between 6pm and 12pm Source: MarketingPilgrim
22. Ad Rotation & Day Parting
23. Smartphone use most often occurs during travel (72%) in restaurants (64%) and in stores (63%) Tablet use most often occurs in the living room (88%) or bedroom (79%) compared to at work (24%) Source: Vocus
24. Contact Company: Contact: Email: Web: Twitter: Forthea Nick Lindauer firstname.lastname@example.org Forthea.com @nlindauer
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