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Driving Mobile Search Revenues With Innovative Advertising Initiatives By Farhad Divecha AccuraCast © 2008 AccuraCast Limi...
Introduction <ul><li>Name: Farhad Divecha </li></ul><ul><li>Age: 31 </li></ul><ul><li>Position: Director </li></ul><ul><li...
About AccuraCast <ul><li>London’s leading search engine marketing agency </li></ul><ul><li>First & foremost mobile search ...
AccuraCast Services <ul><li>Search engine optimisation (SEO) </li></ul><ul><li>Paid search advertising (PPC) </li></ul><ul...
AccuraCast’s Clients © 2008 AccuraCast Limited – Search  Engine  Optimisation,  Paid  Search  Advertising , Mobile Search ...
Contents <ul><li>Mobile search user behaviour </li></ul><ul><li>Mobile search results pages </li></ul><ul><li>Optimising t...
Mobile Search User Behaviour <ul><li>Search characteristics on Google Mobile (Source:  Google – Deciphering Trends in Mobi...
Mobile Search Results Page © 2008 AccuraCast Limited – Search  Engine  Optimisation,  Paid  Search  Advertising , Mobile S...
Mobile Search Results Pages <ul><li>Yahoo! Ask Live </li></ul>© 2008 AccuraCast Limited – Search  Engine  Optimisation,  P...
Why Bother Getting It Right? <ul><li>Search Engine </li></ul><ul><ul><li>Build customer base </li></ul></ul><ul><ul><li>Ea...
Advertising On Mobile <ul><li>Ads shown on Search &  Content network </li></ul><ul><li>Pay per click & pay per call </li><...
Tracking Results <ul><li>AdWords reporting </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Placement </li></ul><...
Local Search Advertising <ul><li>4-5% of mobile searches on Google are classified as local </li></ul><ul><li>Mobile PPC no...
So Where’s The Innovation? © 2008 AccuraCast Limited – Search  Engine  Optimisation,  Paid  Search  Advertising , Mobile S...
Any Questions? Farhad Divecha Director, AccuraCast [email_address] Phone: 0800 019 6813 © 2008 AccuraCast Limited – Search...
Appendix A <ul><li>Search characteristics on Google Mobile (Source:  Google – Deciphering Trends in Mobile Search, M. Kamv...
Appendix B <ul><li>Top 5 Google Mobile Search Categories (Source:  Google – Deciphering Trends in Mobile Search, M. Kamvar...
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Driving Mobile Search Revenues

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Driving Mobile Search Revenues With Innovative Advertising Initiatives.

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  1. 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. 2. Introduction <ul><li>Name: Farhad Divecha </li></ul><ul><li>Age: 31 </li></ul><ul><li>Position: Director </li></ul><ul><li>Company: AccuraCast </li></ul><ul><li>Skills: SEO, PPC, Mobile, Social Media </li></ul><ul><li>Hobbies: Snowboarding, Music, Movies </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  3. 3. About AccuraCast <ul><li>London’s leading search engine marketing agency </li></ul><ul><li>First & foremost mobile search marketing agency in UK </li></ul><ul><li>One of the first Google Qualified Companies in UK </li></ul><ul><li>Registered 100% Ethical SEO ® </li></ul><ul><li>Offices in the UK and India </li></ul><ul><li>Over 100 clients worldwide </li></ul><ul><li>Founded in February 2004 </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  4. 4. AccuraCast Services <ul><li>Search engine optimisation (SEO) </li></ul><ul><li>Paid search advertising (PPC) </li></ul><ul><li>Mobile search marketing </li></ul><ul><li>Web 2.0 / social media marketing </li></ul><ul><li>Multilingual marketing </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  5. 5. AccuraCast’s Clients © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  6. 6. Contents <ul><li>Mobile search user behaviour </li></ul><ul><li>Mobile search results pages </li></ul><ul><li>Optimising the results page </li></ul><ul><li>Creating effective ads </li></ul><ul><li>Local search advertising </li></ul><ul><li>Innovation </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  7. 7. Mobile Search User Behaviour <ul><li>Search characteristics on Google Mobile (Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja) </li></ul><ul><li>Data from 1 Million+ page view requests from mobile phones randomly sampled during 1 month in 2007 from a single US carrier </li></ul>© 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. 8. Mobile Search Results Page © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  9. 9. Mobile Search Results Pages <ul><li>Yahoo! Ask Live </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  10. 10. Why Bother Getting It Right? <ul><li>Search Engine </li></ul><ul><ul><li>Build customer base </li></ul></ul><ul><ul><li>Earn money through ad clicks </li></ul></ul><ul><li>Content Owners </li></ul><ul><ul><li>Get traffic </li></ul></ul><ul><ul><li>Build visibility </li></ul></ul><ul><ul><li>Provide service to clients </li></ul></ul><ul><li>More mobile searches </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  11. 11. Advertising On Mobile <ul><li>Ads shown on Search & Content network </li></ul><ul><li>Pay per click & pay per call </li></ul><ul><li>2 ads per page </li></ul><ul><li>Ad format: </li></ul><ul><ul><li>Headline (18 characters) </li></ul></ul><ul><ul><li>Description (18 characters) </li></ul></ul><ul><ul><li>Display URL (20 characters) </li></ul></ul><ul><ul><li>Phone number (Call [phone number]) </li></ul></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  12. 12. Tracking Results <ul><li>AdWords reporting </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Placement </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Calls </li></ul></ul><ul><ul><li>Detailed visitor stats from Analytics </li></ul></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  13. 13. Local Search Advertising <ul><li>4-5% of mobile searches on Google are classified as local </li></ul><ul><li>Mobile PPC not geo-targeted on Google </li></ul><ul><li>Mobile PPC not available on Yahoo! </li></ul><ul><li>Mobile PPC not available on Microsoft </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  14. 14. So Where’s The Innovation? © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  15. 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. 16. Appendix A <ul><li>Search characteristics on Google Mobile (Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja) </li></ul>© 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. 17. Appendix B <ul><li>Top 5 Google Mobile Search Categories (Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja) </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
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