• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Driving Mobile Search Revenues
 

Driving Mobile Search Revenues

on

  • 1,728 views

Driving Mobile Search Revenues With Innovative Advertising Initiatives.

Driving Mobile Search Revenues With Innovative Advertising Initiatives.

Statistics

Views

Total Views
1,728
Views on SlideShare
1,723
Embed Views
5

Actions

Likes
2
Downloads
56
Comments
0

1 Embed 5

http://www.slideshare.net 5

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Driving Mobile Search Revenues Driving Mobile Search Revenues Presentation Transcript

    • 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
      © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
    • 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
    • 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
    • AccuraCast’s Clients © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
    • 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
    • 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 Page © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
    • Mobile Search Results Pages
      • Yahoo! Ask Live
      © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
    • 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
    • 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
    • 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
    • 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
    • So Where’s The Innovation? © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
    • 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
      • 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