Driving Mobile Search Revenues

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

Introduction

Name: Farhad Divecha

Age: 31

Position: Director

Company: AccuraCast

Skills: SEO, PPC, Mobile, Social Media

Hobbies: Snowboarding, Music, Movies

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

AccuraCast Services

Search engine optimisation (SEO)

Paid search advertising (PPC)

Mobile search marketing

Web 2.0 / social media marketing

Multilingual marketing

Contents

Mobile search user behaviour

Mobile search results pages

Optimising the results page

Creating effective ads

Local search advertising

Innovation

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

Mobile Search Results Pages

Yahoo! Ask Live

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

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])

Tracking Results

AdWords reporting

Keywords

Placement

Cost

Conversions

Calls

Detailed visitor stats from Analytics

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

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

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

Appendix B