PPC Chat Streamcap – Mobile & Tablet PPC

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Mobile & Tablet PPC.” The following is the transcribed Streamcap from the live chat:

Q1: Do you create (and test) separate campaigns for mobile devices if you don’t have a mobile website? Why or why not?

  • Yes but only for click to call campaigns. – Harris Neifield (@HarrisNeifield)
  • Only if the client has the budget (and a conversion that is manageable on a mobile). – Robert Brady (@robert_brady)
  • Often – because ads are Click-to-call, so no web site is needed. – David Szetela (@Szetela)
  • Yes. But often they either fail or the difference in performance is too small to be worth the extra work. – Richard Fergie (@RichardFergie)
  • When it makes sense. Click To Call and Mobile Site Builder are lifesavers. – Aaron Levy (@bigalittlea)
  • Yes, so that u can compare keywords, compare different domains, layouts, £’s & of course conversions, mobile tends 2 be cheaper. – Anisha (@dotAnisha)
  • If you don’t have a mobile website, it’s almost even more important to test separate mobile campaigns (if budget allows). – Cassie Allinger (@CassieAllinger)
  • We have separate campaigns for our branded and top non-branded campaigns in Mobile. Mobile redesign is in the works. – Brian Gaspar (@BGaspar)
  • Yes, click to call, and to have the ability to bid separately on different platforms. – Kiko Correa (@obiwankikobi)
  • Yip – Click To Call in the ads. Quality Score is device specific now so regardless it’s good practice to split campaigns. – Andrew Baker (@AndrewBaker72)
    • True. But only when performance increase matches additional management effort. Doesn’t always work for me. – Richard Fergie
      • True, it’s about getting the return for your investment of time, where I can justify it I segment. – Andrew Baker
  • Mobile Branded does well & serves as a nice complement. However for our top non-branded, mobile campaign not so much. – Brian Gaspar
  • Always…if nothing else I don’t want to have one bid for all devices. Plus click-to-call and sitelinks on a mobile device are huge. – Matt Umbro (@Matt_Umbro)
  • Click To Call in Mobile is key. Got President/CEO of my comp to buy into it, giving me a dedicated 800 # to track for PPC. – Brian Gaspar

Q2: What do you believe to be the number one benefit of segmenting campaigns by device?

  • Specific bids for each device! Generally, mobile cost-per-clicks tends to be much less than computer/laptop CPCs. – Matt Umbro
    • really? I’ve seen Mobile be more expensive in most cases. – Jasmine Aye (@jazaye)
      • Same, b/c of being in 1-2 spot. – Luke Alley (@LukeAlley)
      • In some cases, yes, but in general I see lower average CPCs (even in the top 2 positions). – Matt Umbro
        • What are you seeing for Tablet prices? – Jasmine Aye
          • Roughly 8% – 10% lower than computer costs. – Matt Umbro
  • Different landing pages. – Harris Neifield
  • Day parting bid optimizations, language specific to device. – Brian Gaspar
  • Segmenting by device allows different budget; ad strategy & geo location / sitelinks. – BizwatchAnalytics (@bizwatchsearch)
  • Improving performance for bids/ads/keywords by seeing mobile behavior. – Luke Alley
  • Improved user experience. – Robert Brady
  • Granularity. better chance of being able to match search intent inherent in dif devices: relevant ads, landing pages, bids etc. – Kiko Correa
  • Proving to the client that they need a mobile friendly or version site. – Elizabeth Marsten (@ebkendo)
  • Bids. ALWAYS bid to 1-2 in Mobile (since thats all there is), desktop/tablets varies a lot. – Aaron Levy
    • Agree, bidding to top positions is key for mobile. – Harris Neifield
  • In several of my accts I’m seeing bids higher, as I try to get in 1-2 spots. Do you usually try to be in 1-2 spot? – Luke Alley
  • Separate bids, control over messaging, control over keywords, basically, CONTROL. – Melissa Mackey
  • Better engagement. I generally see Computer > Tablet > Mobile for CPC’s – Andrew Baker
    • I think he was referring to computer CPC costs being the highest and lowest on mobile. that’s what i see. – David Beltramini (@dbeltramini)
  • Ability to efficiently manage budgets & segment target goals by platform. – eliteSEM (@eliteSEM)
  • Tailoring the CTA’s & messaging in mobile ads is key for user engagement & managing expectations of conversion points on mobile. – OrangeOwl (@OrangeOwl_UK)

Q3: How does your ad copy differ by device (computers vs. mobile devices vs. tablets)?

  • For mobile – no DKI, short ads with clear CTA’s try to stay well under character limits. – Harris Neifield
    • Why is staying well under the character limit important? – Neil Sorenson (@iNeils)
      • Attention spans are so short on mobile, the shorter the better. i’ve seen good CTR’s for ultra short ads. – Harris Neifield
  • Mobile is more instant/direct, as it’s filling an immediate need. Desktop can be more research based/fluffy. – Aaron Levy
  • Desktop: Learn More. Tablet: Learn More. Mobile: Call Now! – James Svoboda (@Realicity)
  • I’d say biggest difference lies with the call to action. – Cassie Allinger
  • Mobile ads are focused on the call, computers and tablets are treated similarly at this point. – Kiko Correa
  • We typically shorten mobile copy instead of trying 2 use full 70 characters like desktop/tablet.goal=catch the eye & engage asap. – eliteSEM
  • CTA = “Call Now;” copy features sense of urgency. – David Szetela
  • I don’t always agree that less is more in mobile – I’ve duplicated desktop campaigns (and copy) and seen great CTRs and con. rates. – Matt Umbro
    • Agree, less may not ALWAYS be more depending on the product/conv. goal. – Harris Neifield
  • For tablets – use ‘tap here’, mention the i-pad, ‘for tablets’, image ads. – Mark Jensen (@Just_Markus)
  • Want to keep call extensions specific to mobile. No DKI in headline. Short, sweet and to the point. – Brian Gaspar
  • Having Click to Call ads for mobile as well as phone number in the ad copy always good to test, often the latter performs better. – OrangeOwl
  • Less is more in mobile is our gen philosophy. A|B testing still important. Main point is conveying a sense of urgency. – eliteSEM
  • My feeling is that being in positions 1 or 2 trumps length of copy – just make sure your ads contain urgency! – Matt Umbro
  • We use a lot of click to call in mobile, so the CTA is “call us” rather than “buy now”. – Melissa Mackey (@Mel66)
  • The conversion goal and the product are key to whether ‘less is more’ applies. – Harris Neifield
  • The only challenge w/ Click to Call – Mobile Ads? Make sure client is READY for this; good customer svc. – Laura Thieme (@bizwatchlaura)
  • Side question. Anyone notice any differences in success with using dates in ad copy to convey urgency for each medium? – Mark Jensen
    • I find dates in copy work extremely well. – Matt Umbro
      • Same here. Any difference in performance by device when using it? – Mark Jensen
    • Daypart accordingly. – James Svoboda

Q4: When auditing accounts, do you let clients know when campaigns aren’t segmented by device? Why or why not?

  • Yes. If budget can handle more campaigns, totally tell them. If budget is small, I still tell them, but say it’s not urgent. And then I tell them we need to stop adverts on mobile/tablet if it’s draining small account funds – Jasmine Aye
  • Yup! It’s one of those default settings that lots of people don’t know to change & can get ugly fast. – Aaron Levy
  • Yes, especially if mobile/tablet is performing poorly. – Melissa Mackey
  • When auditing new accounts, yes, as it helps upderstand their businesss model ad perferred contact method(s). – James Svoboda
  • Yes because it should fall under strategy. They can provide you with a reason why so when you make recco’s they aren’t off base. – Ira Kates (@IraKates)
  • Absolutely. best prac is always to seg esp mobile vs desktop. LP experience + goals can differ by devices. clients need to know. – eliteSEM
  • Yes i would. If someone is running things unsegmented they’re probably running with desktop in mind anyway. Almost seems that if you’re not targeting mobile specifically you’d maybe be better off turning it off. – Kiko Correa
  • Yes, it usually ends with the recommendation to exclude or do a mobile only campaign. – Elizabeth Marsten
  • Yes. New accounts may be missing opps depending on the nature of their business, but does depend on website capabilities too. – OrangeOwl
  • Our clients use our call center so click to call matters. Also will be part of opp strategy and they need to know what im doing. – Brett Stevens (@BrettStevens1)

Q5: How do you report AdWords call metrics to clients (click to call & manually dialed)

  • Excel. – Luke Alley
    • Same, also, I’ll sort calls by duration. – Matt Umbro
    • Same, also, provide list of all calls with call data so client can match to their own logs and reports. – James Svoboda
      • Been able to attribute more PPC revenue this way. – Matt Umbro
  • We break out call metrics in monthly reports, including call duration, etc. Chart it out for visual ease. – Melissa Mackey
  • Try to use call tracking solutions and automate the process. – Harris Neifield
  • Excel like others. Is CTC even in the API yet for software co’s to include it? – Aaron Levy
  • I prefer call tracking software to AdWords call metrics every time. Report in Excel. Not always possible but always preferable. With call tracking software, google analytics custom reports are nice, detailed, and clean way to report call ROI. – Mark Jensen
  • With having a dedicated 800 # to our call center, we can backtrack the revenue coming from those calls. I use a tick sheet. – Brian Gaspar
  • If using adwords call metrics break out report in excel. however prefer to use call tracking solution Mongoose Metrics. – eliteSEM

Q6: Do you envision targeting strategies to change for tablet specific PPC campaigns? Why or why not?

  • Yes when volume grows a bit more it’ll make sense to split it out almost all the time. – Harris Neifield
  • The varied screen sizes will be a big deal. 7 in. is way different than 10 in. – Robert Brady
  • Yes – Search volume will increase significantly, computer will decline so more emphasis and time required. – Andrew Baker
  • I feel that it is too early to tell whether a specific targeting strategy for tablet specific PPC campaigns are needed. – Brian Gaspar
  • Somewhat dependent on advertiser budget aka time & resources. – Laura Thieme
  • Absolutely, new medium that will grow a lot. New insights will change best practices. – Luke Alley
  • The easier it becomes for people to buy on tablets the more effective tablet targeting will become. Feel tablets are best for branding & multi attribution conv for products with big front end research. Weaker for sales. – Mark Jensen
  • I’ve had success w/tablet-only display campaigns. Images do well on tablets. – Melissa Mackey
  • Yes. I’m expecting them to be more tied into apps and social profiles that will affect targeting via Controled Environments. – James Svoboda
  • Yep. People use tablets on the couch, on the plane, on the go. they want instant gratification, no time for research. – Aaron Levy
  • Yes already ecom clients seeing stronger AOV tablet vs desktop affecting PPC strategies.budget distribution.target ROI, etc. – eliteSEM
  • Don’t forget Apps – I’ll be honest I rarely buy on anything other than my iPad or mobile now. – Andrew Baker
  • Someone will roll out something that will turn it all upside down. (cough, PLAs, cough.) So, yes, it’s coming. – Elizabeth Marsten

Resources

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This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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One Response to PPC Chat Streamcap – Mobile & Tablet PPC

  1. Paul Harvey says:

    I think splitting campaigns to target different devices is definitely the way to go. My Google contact recommended it, and although it was a copy of the desktop campaign initially, I soon changed the copy of the ads to show that when clicked it would take the user to the mobile site for example. Tablet campaigns will also generate a higher basket value generally, this is because tablet users have more disposable income. At http://www.paulsearch.co.uk we always try and split out the campaigns if a client has a mobile site, and to target tablet users too.

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