More Mobile and Your Paid Search Campaigns

August 15th, 2016 by Jeff Kramer

BLOG-mobile-and-your-paid-search-campaigns-take-2Mobile has long been emphasized and data is increasingly showing the importance of mobile in the conversion process.

2015 proved to be a big year in that mobile has surpassed desktops as the primary device for searches. Mobile has changed consumer behaviors and the use of mobile phones is different than PCs. Data shows that mobile is used heavily in the research and evaluation process while PCs are used to complete transactions. That means bounce rate on desktop is dropping, as is number of pages visited, while conversions are going up. Simply stated, if you do not see conversions attributed to mobile devices, it does not mean mobile has not played a critical role in the conversion process. Looking at device conversions only could cause you to miss the importance of mobile in the decision process.

What steps can you take with mobile to help with conversions?

Have a mobile friendly site. Follow best practices such as having calls-to-action front and center, keeping menus short and sweet, and making sure site search is visible will make for a better mobile experience. You can read all 25 principles of mobile site design based on research done by Google and AnswerLab.

Have a fast site. The average impact of a one-second delay means a 7% reduction in conversion. Pages that load in three and five seconds compared to pages that load in one second converted 22% and 38% less respectively. The bottom line is the speed of your mobile site is important, even more than a slow desktop site, as it directly relates to higher conversions.

As an example, for an ecommerce site that earns $100,000/day, a one second delay in site loading equals $2.5 million in lost revenue for the year. Just one second. For Amazon, having pages load 100ms faster equals 1% more revenue, and their 1% can equal billions of dollars.

Optimize your Google AdWords and Bing Ads campaigns for mobile. Call extensions, mobile bid adjustments, mobile optimized ads and making sure your ads are pointing to mobile-friendly landing pages are factors to consider while optimizing your campaigns.

If you do not have a mobile strategy in place, you should strongly consider a plan to get you there. A path to converting may start on a mobile phone, jump to a tablet, then over to a PC, back to a phone and finally converting on a PC. The point being that providing a great experience with all devices is important to success and conversions. Do not ignore the importance of your mobile presence even if you are not seeing conversions directly tied to mobile devices.


Mobile and Paid Search – Why It’s a Big Deal

August 1st, 2016 by Nikki Kuhlman

BLOG-mobile-and-paid-search-why-its-a-big-dealOur Google AdWords reps came to visit us recently, and they brought along a mobile expert. She spoke to us for two hours about the importance of mobile to our clients businesses and shared some very eye-opening statistics.

  • A one second increase in your mobile site load time causes a 7% drop in conversions. For a company that does $100,000 in revenue per day – 1 second leads to $2.5 million in lost revenue per year.
  • A three second increase in page load time on mobile causes a 22% drop in page views, and 50% increase in bounce rate and 22% drop in conversions.
  • Fathead.com made their mobile site 37% faster and saw a 70% increase in mobile revenue per user.

Mobile searches have eclipsed the number of desktop searches in the US as well as in nine other countries world-wide. Mobile is here and it’s affecting your business. I’m seeing desktop impressions decreasing, regardless of increased desktop spend, and I’m seeing mobile increases in the 100% to 200% as the norm. If your business is not doing as well as it did last year, I would look long and hard at how your site is on mobile, because it’s very likely that your site is the cause. There’s a whole slew of data that shows how a poor mobile site experience can turn off a potential customer, not just for the moment but for the long term (see the thinkwithgoogle.com link below for the research).

Wondering how your site stacks up? You can check how your site ranks using two tools:
1. Check how friendly your site is on mobile devices: https://www.google.com/webmasters/tools/mobile-friendly/

2. See how fast it loads and what is causing issues at Page Speed Insights: https://developers.google.com/speed/pagespeed/insights/

One more place to get information: Google has launched an entire micro-site dedicated to helping you as business owners and marketing managers understand more about what it is and how it affects your business: http://thinkwithgoogle.com/micromoments


Enhance Your Google Ads with AdWords Structured Snippets

July 12th, 2016 by Cary Goldstein

BLOG-enhance-your-ads-with-adwords-structured-snippets (1)Google introduced an Ad Extension type awhile back, which allows advertisers to include additional content highlighting specific aspects of your products and services. This feature provides the ability to call attention to a variety of data elements that should be applicable to most business models within a number of pre-defined Headers listed below:

  • Amenities
  • Brands
  • Courses
  • Degree Programs
  • Destinations
  • Featured Hotels
  • Insurance Coverage
  • Neighborhoods
  • Service Catalog
  • Shows
  • Styles
  • Types

You have the flexibility to choose which specific customized values to then include under a particular Header such as the individual Brand names of the products you offer, or the styles of clothing, as two examples. In addition, AdWords Structured Snippet extensions allow the flexibility of scheduling options which include specific start and end date, day of the week and hours of the day which can be valuable controls. You also have the ability to produce Mobile preferred snippets, if desired.

These additional insights into your specific products and services can help increase click-through rates in addition to improving the quality of traffic to your website. It’s important to remember that Ad Extensions typically boost the performance of your Ads, and are also a factor in the overall Ad Rank. While Ad Extensions are not always eligible to show, the more you have implemented, the better each auction is able to select the most effective combinations of extensions to help improve overall performance. Adding these new Structured Snippet extensions into the mix provides another opportunity to further enhance the impact of Google AdWords Ad Extensions on your account performance.