This interview with Rachael Law of Hanapin Marketing is part of the Convirza Webinar Series. The following is the Q&A portion of the presentation.
Host: All right, okay. Well, if you guys have any questions just type them in, and we can get started with those, and we’ll try to answer them before we end the webinar today. I have a question for you, Rachael. So, you discussed the different types of conversions that you can get from mobile, and a lot of those were on the phone. So, how would you measure, what would qualify as a conversion on mobile? Is that just a phone call for you or are you thinking where someone actually calls and sets an appointment, what types of things do you look for there?
Rachael: Yeah, that’s a great question. So this I think really depends on the account. So I’ve seen some accounts where they count a phone call from a mobile ad that’s over, say, two and a half minutes or whatever that typical threshold is for a good quality phone call. I’ve also seen lead forms from mobile phones. So it can be in really almost anything that you would track as a desktop conversion, with the addition of those phone calls too.
Host: Okay, good. We have a question that’s asking, “Do we have any significant changes in approach from Google to Bing or Facebook?”
Rachael: Ooh, that’s another great question. I would say in general, Google and Bing strategies are going to be very similar. Bing doesn’t always have the cool extensions, and betas, and everything that Google has. So keep that in mind, but generally, the approach will be the same. And Facebook is a whole other beast of strategy. Yeah, I can’t really speak to that directly. We have a Facebook guy here at Hanapin that’s our Facebook guru.
So I’m not really sure what the mobile strategy looks like for that. I know Carousel ads have been pretty big recently, but I can follow up about that. I don’t have any more information for that specifically.
Host: Yeah. It seems with Facebook that they’re getting more mobile-focused with their advertising, with their “call” buttons for local businesses. So that’s probably a big area to look into. Okay, here’s another question from Dante. He is asking if you can recommend a good source for mobile-friendly copywriting examples.
Rachael: So, I’m sure we have a few articles on PPC Hero about mobile specifically. I’m trying to think of any other resources that we use in house. We also have a resource library that has a lot of whitepapers, tool kits, guides, things like that. Search Engine Land is also just in general a great place to look for any advice PPC.
Host: Great. So, I mean they can probably find some good stuff on your blog, right?
Rachael: Yeah and we actually just launched a whitepaper about five ways to deliver the best in mobile experience. So it fits and it has ad copy examples in there if you’d like to check that out.
Host: Good, okay. We have another question from Natalie. She’s asking, which is better practice when writing a display URL for a mobile ad? Should you use example.com/mobile or m.example.com?
Rachael: I’ve definitely seen both work. That’s something that I really recommend testing against each other. So either just do a split test with two different ads, or you can use, Google just released an ad variations beta, where you can split your traffic 50/50 and test different display URLs. I can’t give a blanket statement and say one always works better than the other because every account is different. So I’d say definitely test it.
Personally, I think I prefer the /mobile rather than the m., that’s just me. It might not work for you. Test it out.
Host: Dante is asking again if you have the URL for your blogs that he can check out those copywriting resources?
Rachael: Sure. So the blog is just ppchero.com, and then whitepapers and all that are in our resource library, that’s at hanapinmarketing.com, and then you’ll click on resources in the top menu.
Host: All right and we have another question from Bill. He’s asking for home remodeling, would you expect that the conversion would be higher or lower than desktop?
Rachael: That’s an interesting question. I would think that that would have a good chance of performing well on mobile, but again, I can’t really say whether or not it would work better, or worse. So again, you just have to test it out. Sorry, that’s kind of a cop out answer, but you have to test everything.
Host: Yeah. All right, how do you start tracking through AdWords for phone calls? That’s from Ian.
Rachael: Sure. So, if you go into the Conversions tab in AdWords, if you go to Add a New Conversion, there is actually an option to add a conversion action as calls from ads. And it’s pretty easy to set up. Once you get into that menu it kind of walks you through it.
Host: All right, awesome. Let’s see. We’ve got one more question here. It says, “We are running call-only ads for lawn care companies and we aren’t getting much action. Bad vertical for lawn care, we’re testing between form, call-only in mobile.” So do you have any suggestions for them?
Rachael: I guess my only suggestion without actually looking at the account would be to take a look at what kinds of keywords you’re running those call-only ads from. Because some keywords might work better for a call-only ad, just because the user intent’s a little bit different. So if someone’s searching for “find a lawn care company,” that person’s probably going to want to call, whereas someone just looking for a price list might not want to actually, they might not be ready to call. So think about your funnel that way. If someone’s ready to schedule a service, that might be good for your call-only ads, but if they’re just wanting to see what their options are, then they might want to go to your website first.
Host: Okay, and we’ve got another question from Devon. He’s asking, how do you find, what’s the difference between B2B and B2C clients when it comes to mobile performance?
Rachael: That’s kind of tricky to answer. I think generally, we’ve seen more success on mobile with B2C, because B2B, it’s more people searching while they’re at work and they’re on their computer. Generally, I would imagine they’re not searching on their phones as much. And again, you don’t want to completely exclude mobile, because it still could be happening. But generally, I think we get a lot more mobile action from B2C.
Host: We have another question from Thomas. He’s asking, how do you start if you are just starting to use Google Analytics and getting ready to do your first paid campaign on desktop and mobile?
Rachael: So I would say if you’re just starting a campaign, I wouldn’t do any mobile modifiers or anything, but have mobile specific ads. And I would generally start with the same copy that you’re running for all devices, and then once you get some data, then I would go in and start testing those mobile ads separately from your desktop ads. Because different messaging works on different platforms and devices. So that’s where I would start. And then again, just making sure you’re keeping an eye on all those important metrics in AdWords and in Analytics.
And make sure you’ve got call tracking if you don’t have that yet. It’s really important.
Host: Yeah, for sure. All right, it looks like we’ve got all the questions. We’re getting some good feedback on that. So, thanks for sharing that with us, Rachael. That was a good 45 minutes, and is there anything you’d like to add before we close up shop?
Rachael: No. Thank you all for attending. We really appreciate it. And again, tweet at us, #thinkppc. Follow me on Twitter if you want to, and then we have two avenues for feedback for Hanapin and Convirza, and those websites or those emails are listed here.
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