Our 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
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:
- Degree Programs
- Featured Hotels
- Insurance Coverage
- Service Catalog
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.
Currently, we cannot use specific keywords as targeting mechanisms in Shopping campaigns (other than those keywords you use in your Titles and Descriptions), but that doesn’t mean you still can’t harness the power of keywords to improve the performance of your Shopping campaigns.
The power of negative keywords, that is.
Use the Search terms report available to you in the Google AdWords interface to run a report which will show you which search terms were actually used by an end user to trigger your Shopping Ads to show in the search results. The Search terms report for Google AdWords is found under Keywords>>Search Terms when you are within a Shopping campaign. Once you pick the desired time-frame you want to view, you can simply put a check-mark into the selection boxes of those keywords you want to add as negative keywords, then add them as either Campaign negatives or Ad Group negatives. By culling through these keywords, you will be able to exclude those keywords that don’t convert , or exclude those keywords that are simply not a good fit for the products your client is trying to sell, and thus avoid wasting your PPC spend on non-productive traffic.
For Bing, you will need to navigate to the Dimensions tab and look under the Search Term column to see the actual search terms being used that trigger for Bing Shopping ads to show in the search results. You can export this data, filter through the data to find the appropriate negative keywords, and then copy and paste the desired negative keywords into the appropriate Bing Shopping campaign.
So don’t forget to use the negative power of keywords in your Google Shopping and Bing Shopping campaigns.