The Importance of Mobile Pay Per Click

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

Q1: Have you rethought your mobile strategy since the advent of Enhanced Campaigns? If so, what has changed?

  • Converting bid changes into % bid modifiers. – Gil Hong (@ghong_ssm)
  • Believe it or not, I’ve actually used EC as a way to get more into mobile. Even though bid modifiers are tough to swallow, there are some nice new features. – Matt Umbro (@Matt_Umbro)
    • Completely agree. It was easy to split out mobile and let it run, but now having to compare performance against devices. – Laura McDonald
  • Not that we weren’t doing before, but definitely pushing clients more toward responsive over a separate mobile site. – Timothy Jensen (@timothyjjensen)
  • Yup, pretty much everything! Having to look at good and poor performing mobile keywords to decide bid modifers. – Laura McDonald (@lauramcdonald0)
  • There is definitely a need to determine what mobile bids need to look like with the % modifiers and increases competition. – Jeff Loquist (@jmloquist)
  • Since the advent of Enhanced Campaigns I realized how important responsive web design is for mobile strategy. – Jonathan Levey (@jlevey)
  • Yes. “Mobile Only” AdWords search ppc campaigns are on life support and I’m considering going Kevorkian on them. – James Svoboda (@Realicity)
  • I think EC has definitely shown the difference in ROI for mobile to a lot of people who ignored it/didn’t notice before. – Jeff Loquist
  • Lack of device control is a huge issue for us. – Melissa Mackey (@Mel66)
  • Taken almost all consideration away from Tablets and pushed those efforts into mobile. Continued focus on responsive web design. – James Clayton (@jamesclayts)
    • Completely agree but Responsive has to be done well or it’s just awful. – Kirk Williams (@KECreate)
  • The features are nice, but they aren’t necessarily recouping lost time needing to make actionable maintenance. – Gil Hong
  • With mobile preferred ads I finally take the time to consider which calls to action are most appropriate for each device. – Chris Haleua (@chrishaleua)
  • Mobile analysis & bid adjustments are more complex. Bigger push on clients for responsive design. – Jennifer Vickery (@JennVick)
  • Go with the flow. Embrace Enhanced campaigns & features + utilize responsive design well = continued PPC success. – Nicole Mintiens (@Tregesy)

Q2: What are some ways you write mobile specific ads differently than you would for desktops?

  • Keep descriptions shorter than 60 characters to avoid getting truncated with … – Chris Haleua
    • Plus the ads are short and sweet. – Matt Umbro
  • Focusing on CTA’s that lead to mobile conversions, not desktop/tablet conversions. Mainly focusing on phone calls vs forms. – Gil Hong
  • We have good luck with call extensions in mobile – making that the main CTA. – Melissa Mackey
  • Keep them short, punchy, good C2A’s and of course mob extensions where appropriate. – Anisha Dattani (@AnishaDattani)
  • Mobile specific call to action E.g call now instead of enquire online. Use location extensions for local users! – Niki Grant (@TheNikiGrant)
  • Shorter ad text with mobile specific CTA’s i.e. Call Now! – Nicole Mintiens
  • I still try and utilize the extended headline on mobile, but do keep character counts under 60 in total. – Matt Umbro
    • You take up so much more % of the screen on mobile. Remember to qualify with ad copy! – Jeremy Brown (@JBGuru)
  • Different CTA’s mainly. Call us from your mobile, shop on your mobile today etc. – Laura McDonald
  • “Call Now” and similar CTAs are replacing “Learn More” for mobile targeting. – James Svoboda
  • Concise with a clear Call-to-Action. – Jonathan Levey
  • Accounting for time of day and day of week in ad copy strategy has become more critical. – DataPop (@DataPop)
  • Just wish they wouldn’t have taken the ability to add phone numbers outside the extension. I want Sitelinks AND a number! – Jeff Loquist
  • You also have to be in top 2 to be at the top – no ‘down the side’ ads so position 4 just wont perform! – Niki Grant
  • Call exts. are a must. Incl. location-based copy if geo-tgting. Mobile-intent CTAs like “Get Directions” & “Call Now”. – Jennifer Vickery
  • Mobile hurts–the limited # of ad slots. W/inattentive advertisers bidding 100%, getting positioned is getting harder. – Theresa Zook (@I_Marketer)

Q3: Are you writing mobile specific ads for every ad group in Enhanced Campaigns? Why or why not?

  • Have started on accounts where we’re getting lots of mobile traffic. Plan is to do it eventually for all accounts. – Luke Alley (@LukeAlley)
  • Only for the adgroups that make sense to drive mobile conversions. Certain products/leads aren’t profitable on mobile. – Gil Hong
  • When possible, yes. Granularity is always preferred when time resources are available. – Nicole Mintiens
  • Most of the ad copy is the same, but the Destination URL is different due to native mobile landing pages. – Jonathan Levey
  • No. Should rarely do anything for ‘everything’. Often not worth the time investment. Do when it’s justified. – Jeremy Brown
  • Not all. Some Ad Groups do not get enough volume to run & test mobile ads. Start w/ higher volume, them run winners in Low AGs. – James Svoboda
  • Nope. Not enough time in the day. Mobile simply does not perform well enough to worry about it for everything for me. – Jeff Loquist
  • I have been writing mobile specific ads for the answer I gave in Q2…I don’t want my ads truncated! – Matt Umbro
  • Would like to get there eventually for all groups. For now high volume groups with conversion types most appropriate for mobile. – Chris Haleua
  • No. Typically for shorter-tail kw ad groups, location-modified kws, high intent & urgent kws like “find mechanic now”. – Jennifer Vickery
  • Probably only on ad groups that already perform well on mobile and have real benefits to having a different mobile message. – Laura McDonald

Q4: What are some tips for capturing showrooming traffic? For example, should you bid on more individual SKUs, etc?

  • If you have a lower price, then shout that out loud. – Jeremy Brown
  • Probably using exact match on the product names and/or SKUs. – Gil Hong
  • Store locator queries are the new navigational search. Great opportunity to capture showrooming. – DataPop
  • Using ‘price comparison’ prices (if you know you’re cheaper!). – Niki Grant
  • If you can, emphasize free shipping – showroomer will take into account shipping costs when determine whether to buy in store. – Matt Umbro
  • Study saw Wifi use peaking in Oxford street clothing shops changing rooms – They were sending photos to friends for opinions! – Niki Grant
  • Immediate & Time Sensitive call-to-actions can help. They’re like roadside accidents… people can’t resist looking. – James Svoboda
  • Bidding on SKUs and product names is imperative to capture showrooming traffic. – Matt Umbro
  • This is where the conversation moves towards PLAs. Whenever I hear SKU, I think about the ROI lift from granular product targets. – Chris Haleua
    • Yes! Especially because of the comparison image they can see to ensure they’re looking at same product as in hand. – Kirk Williams
    • Great point, and even more reason to make sure your PLAs are showing on mobile devices! – Matt Umbro
  • Not a fan of showrooming, but setting precise geo-targeting around brick&mortar stores, using discounts in ad copy. – Jennifer Vickery
  • Still depends if the product names/SKU’s warrant enough searches to overcome the dreaded “too little searches” warning. – Anisha Dattani
    • True, have to make sure it’s worth your time to bid on all these SKUs and write specific ads. – Matt Umbro
  • Our initial research on Mobile PLA shows that similar to regular mobile ads brevity in feed titles matter. – Jason Lehmbeck (@jasonlehmbeck)

Q5: Does the theory of multi device attribution play into your strategy and/or optimizations? Why or why not?

  • It doesn’t, but it should. This could be the next wave of attribution management. – Melissa Mackey
  • Definitely. Excited to see Google roll this out. Mobile becomes a lot more viable. – Jeremy Brown
  • Limited by current analytics data. Highly anticipating Universal Analytics! – Jennifer Vickery
  • It should, but I haven’t seen/researched how to best do this. Goes back to time management. – Luke Alley
  • Not until cross-device tracking gets better. Google+ anyone? – Gil Hong
  • Yes. Calls are often a solid conversion for non-ecom campaigns and mobile is great for that. Always considered, not always used. We use call tracking on all PPC campaigns to close the attribution loop. – James Svoboda
  • Conceptually. Do understand value of multi-device but can only optimize what I can see. – Theresa Zook
  • Can show clients value w/ Analytics device data. Huge accounts are needed to fully access every aspect of mobile behaviour IMO. – Niki Grant
  • And how do you convince your client of multi-device attribution? – Kirk Williams
    • Data. Once Google rolls that out, even cases studies and actual tests will help. People are researching on mobile. – Jeremy Brown
    • Ask them to consider the way they make their own purchase decisions. – Jennifer Vickery
    • You could pitch it as an area for testing and set aside a limited budget with goals. – Gil Hong
  • Anyone find the call lag with dynamic #’s and goog fwd #’s to cause significant drop offs in call duration? – Gil Hong
    • No, but we’ve switched out goog fwd #’s for local area code dynamic #’s & inc. call volume exponentially. – Jennifer Vickery

Q6: Talk about the importance of mobile traffic in lead generation campaigns. Is mobile as important for these campaigns? Why?

  • Depends on the overall product. Ex. Mobile lead gen for Automotive industry is huge! whereas for SaaS less so. – Gil Hong
  • Calls are critically important. Close ratio for phone leads much higher–searcher intent much more focused. – Theresa Zook
  • For our clients, yes. Many potential B2B customers like to talk NOW rather than wait to be contacted. – David Szetela (@Szetela)
  • Really depends. Mobile can be awful for long B2B lead forms. – Jeremy Brown
  • Differences in intent. Short-tail keywords. Fewer ads on mobile SERPs. – Jonathan Levey
  • Mobile lead gen often = more calls, but we have seen a surprising number of info request forms completed too. – Julie Bacchini (@NeptuneMoon)
  • Depends! Extremely imprt in service industries where urgency exists, e.g., plumbing, windshield repair, electrical, etc. – Jennifer Vickery


More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Anisha Dattani (@AnishaDattani)
• Chris Haleua (@chrishaleua)
• DataPop (@DataPop)
• David Szetela (@Szetela)
• Gil Hong (@ghong_ssm)
• James Clayton (@jamesclayts)
• Jason Lehmbeck (@jasonlehmbeck)
• Jeff Loquist (@jmloquist)
• Jennifer Vickery (@JennVick)
• Jeremy Brown (@JBGuru)
• Jonathan Levey (@jlevey)
• Julie Bacchini (@NeptuneMoon)
• Kirk Williams (@KECreate)
• Laura McDonald (@lauramcdonald0)
• Luke Alley (@LukeAlley)
• Melissa Mackey (@Mel66)
• Nicole Mintiens (@Tregesy)
• Niki Grant (@TheNikiGrant)
• Theresa Zook (@I_Marketer)
• Timothy Jensen (@timothyjjensen)

The Importance of Streamcaps

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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