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Driving Mobile Search Revenues

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Driving Mobile Search Revenues With Innovative Advertising Initiatives.

Driving Mobile Search Revenues With Innovative Advertising Initiatives.

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  • 1. Driving Mobile Search Revenues With Innovative Advertising Initiatives By Farhad Divecha AccuraCast © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 2. Introduction
    • Name: Farhad Divecha
    • Age: 31
    • Position: Director
    • Company: AccuraCast
    • Skills: SEO, PPC, Mobile, Social Media
    • Hobbies: Snowboarding, Music, Movies
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 3. About AccuraCast
    • London’s leading search engine marketing agency
    • First & foremost mobile search marketing agency in UK
    • One of the first Google Qualified Companies in UK
    • Registered 100% Ethical SEO ®
    • Offices in the UK and India
    • Over 100 clients worldwide
    • Founded in February 2004
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 4. AccuraCast Services
    • Search engine optimisation (SEO)
    • Paid search advertising (PPC)
    • Mobile search marketing
    • Web 2.0 / social media marketing
    • Multilingual marketing
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 5. AccuraCast’s Clients © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 6. Contents
    • Mobile search user behaviour
    • Mobile search results pages
    • Optimising the results page
    • Creating effective ads
    • Local search advertising
    • Innovation
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 7. Mobile Search User Behaviour
    • Search characteristics on Google Mobile (Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)
    • Data from 1 Million+ page view requests from mobile phones randomly sampled during 1 month in 2007 from a single US carrier
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing Words / query on mobile 2.7 Words / query on PC 2.4 % queries with at least 1 click >50.0 % of queries that went to 2nd page 10.4 Queries per session 2.0 % query pairs in the same category 66.3 % of times 2nd query was a refinement 58.6
  • 8. Mobile Search Results Page © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 9. Mobile Search Results Pages
    • Yahoo! Ask Live
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 10. Why Bother Getting It Right?
    • Search Engine
      • Build customer base
      • Earn money through ad clicks
    • Content Owners
      • Get traffic
      • Build visibility
      • Provide service to clients
    • More mobile searches
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 11. Advertising On Mobile
    • Ads shown on Search & Content network
    • Pay per click & pay per call
    • 2 ads per page
    • Ad format:
      • Headline (18 characters)
      • Description (18 characters)
      • Display URL (20 characters)
      • Phone number (Call [phone number])
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 12. Tracking Results
    • AdWords reporting
      • Keywords
      • Placement
      • Cost
      • Conversions
      • Calls
      • Detailed visitor stats from Analytics
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 13. Local Search Advertising
    • 4-5% of mobile searches on Google are classified as local
    • Mobile PPC not geo-targeted on Google
    • Mobile PPC not available on Yahoo!
    • Mobile PPC not available on Microsoft
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 14. So Where’s The Innovation? © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 15. Any Questions? Farhad Divecha Director, AccuraCast [email_address] Phone: 0800 019 6813 © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 16. Appendix A
    • Search characteristics on Google Mobile (Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing Data from 1 Million+ page view requests from mobile phones randomly sampled during 1 month in 2007 from a single US carrier 2005 2007 Words per query 2.3 2.7 Word per query on computer 2.4 Characters per query 15.5 16.8 % of queries that had at least 1 click <10.0 >50.0 % of queries that went to 2nd page 8.5 10.4 Queries per session 2.0 % query pairs that are in the same category 66.3 % of times 2nd query was a refinement of 1st query 58.6 % Unrelated queries per session 22.0 38.1 % Identical consecutive queries 31.7 4.5 Top query as a % of total queries 1.2 0.8 Time to enter a query (seconds) 56.3 39.8 Time between receiving results and clicking on a search result 29.1 30.0 Time between receiving results and clicking on a spelling correction 15.6 15.1
  • 17. Appendix B
    • Top 5 Google Mobile Search Categories (Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing