Increase Conversions & Maximize Your ROI with Mobile Search

I N C R E A S E
C O N V E R S I O N S
&

MAXIMIZE YOUR
R O I W I T H
MOBILE SEARCH

SearchFest 2012 Hashtag: #SearchFest

Twitter: @BrianAllenJones
LinkedIn: /in/brianallenjones
Email: brian.jones@dealer.com
2/27/2012 Dealer.com - All Rights Reserved 1

Mobile is BIG
Mobile web adoption is
75M US adults go online via ramping up 8x faster than the
mobile devices with over 1/2 desktop web did in the mid
of them going online via their 1990s 2
mobile device at least 1x/day 1

Total ad spend on mobile to
rise from $1.4B in 2009 to $6B
in 2014 3

Source 1. searchengineland.com, Sept . 2010
Source 2. Mary Meeker Report – Economy & Internet Trends 10/20/09
Source 3. Juniper Research, 08/09


Yeah, Yeah, Yeah…We Have Heard This Before

Do You Have a Mobile
Strategy?

Have You Implemented
a Mobile Strategy?

How Often Do you Test
Mobile?

So Why if Mobile is so Big are so
Many Companies Doing Nothing?

The Hypothesis

So, we (Dealer.com) posed the question:
Do results change when search marketers
separate their mobile and desktop search
campaigns?

Simple Right?


The Test

• Separate Campaigns
Phase I
Phase II • Increase Max CPC Bid 50%

Phase III • Increase Max CPC Bid 50%
• Mobile Specific Ad Text


Why Test Ad Copy?


Mobile Ad Copy vs. Desktop


Mobile Ad Copy Best Practices

1. Highlight Click to Call Functionality
2. Mention The Fact The User & Site is on a Mobile Device/Site
3. Add Local Specific Ad Text
4. Include Immediate Calls To Action
• Find Directions or Store Nearby
• Call
• Find Coupons

1 in 3 Mobile Search Queries Have Local
Intent


Mobile Ad Formats


Why Increase Bids?


Mobile Bidding Best Practices

1. Bid Separately on Mobile
2. Max of Five Ad Spots vs. 10 Ad Spots on Desktop
3. Consider Bidding 2x Your Desktop Bids

Click thru rates on mobile devices are
37% more than desktop


Mobile Budget Best Practices


Why Mobile Landing Pages?


Mobile Landing Page CRO Strategy

1. Easy of Use/Simplicity
2. Mobile Video Integration
3. Mobile Call Tracking
4. Call Focus
5. Reduced Navigation
6. Mobile Specific Analytics
7. Mobile Specific Design


Mobile Landing Pages Best Practices

1. Keep it Simple
2. Don’t Use Flash
3. Put The Most Important Information at the Top
4. If Users Must Scroll Have Them Scroll Down, Not Across
5. Minimize Content
6. Minimize Load Time
7. Provide a Link to the Desktop Version


The Results

Phase I
40.0%

30.0%

20.0%

10.0%

0.0%

-10.0%

-20.0%

-30.0%

While separating the campaigns by device actually seemed to decrease impression count Key
Performance Indicators including conversion rate , particularly phone conversions, seemed to
increase to produce a more efficient overall campaign in terms of Cost Per Lead.


The Results

Phase II
20.0%
15.0%
10.0%
5.0%
0.0%
-5.0%
-10.0%
-15.0%
-20.0%
-25.0%

Again, while separating the campaigns by device actually seemed to decrease impression
count, unlike Phase 1, clicks also decreased but the decrease in clicks did not out-weight the
decrease in impressions and a higher CTR was still attributed to Phase II than baseline. As in Phase
I, Key Performance Indicators including CTR and conversion rate combined to produce a more
efficient overall campaign in terms of Cost Per Lead.

*Note: During Phase III of testing, Dealer.com experienced a-
typical, technical issues with our premium paid search advertising

The Results tool, Total Control DOMINATOR (TCD). This could have, and
likely did impact results.

Phase III
20.0%

15.0%

10.0%

5.0%

0.0%

-5.0%

-10.0%

-15.0%

-20.0%

Again, while separating the campaigns by device actually seemed to decrease impression
count, unlike Phase 1, clicks also decreased but the decrease in clicks did not out-weight the
decrease in impressions and a higher CTR was still attributed to Phase II than baseline. As in Phase
I, Key Performance Indicators including CTR and conversion rate combined to produce a more
efficient overall campaign in terms of Cost Per Lead.

Key Takeaway’s

1. Managing mobile and desktop search campaigns
separately has significant impact on results.
2. Despite global trends such as decreases in impressions
and clicks, dealers generally experienced
improvements in CTR, phone leads, CR, and overall
number of leads - not to mention a decrease in CPC.

The exception is, of course, evidenced in Phase III (the results of which, as
previously mentioned, could have been swayed negatively by internal
system errors).


Case study with more details can be found at
http://www.dealer.com/blog/2012/february/23/maximize-
your-roi-from-search-campaigns.htm


What You Can Do

1. Create separate mobile and desktop search campaigns.
2. If you don't have a mobile site - get one. You're missing a lot of
valuable opportunities.
3. Make sure all campaigns are call-tracking enabled. Mobile users
are much more likely to call than fill out a web form.
4. Bid appropriately on keywords and test ad copy according to best
practices.
Consider overall budget within a campaign. If a campaign budget is not
significant splitting campaigns, and thus budgets could have a negative
impact. Consult with your search specialist on this topic.


Mobile Search Best Practices

1. Similar to desktop best practices
2. Strong mobile call to action
3. Be aggressive when bidding on mobile
4. Use click-to-call
5. Use click-to-download
6. Leverage analytics
7. Ensure landing pages are mobile-friendly


Tracking & Performance Tips


Quick 1:26 Video…I Promise


Questions

Twitter @BrianAllenJones
LinkedIn: linkedin.com/in/brianallenjones
Email: brian.jones@dealer.com


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