Examining The Importance Of Mobile Web Analytics In Delivering Mobile SEM

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  • 1. Examining The Importance Of Mobile Web Analytics In Delivering Mobile SEM By Farhad Divecha AccuraCast © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 2. Introduction
    • Name: Farhad Divecha
    • Position: Director
    • Company: AccuraCast
    • Skills: SEO, PPC, Mobile SEM, SMM
    • Work:
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 3. Contents
    • Analyse the success of mobile search activities and identify techniques to effectively track ROI.
    • Navigation patterns
    • Click paths
    • PPC Referrals
    • Landing pages
    • Conversion rates
    • Bounce rates
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 4. Mobile Search Metrics
    • Visitors
      • Clicks, visits, unique visitors, return visitors
    • Referral
      • Source, keywords, ad text, cost
    • Stickiness
      • Page views, pages / visit, time spent
    • Interaction
      • Conversions, video views, subscriptions
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 5. Why Bother?
    • Track return on investment
      • Identify which ad platforms provide returns
      • Quantify value of referrers
    • Improve forward strategy
      • Eliminate low-ROI channels, keywords, ads
      • Identify SEO strategy
      • Stop visitor attrition
      • Retain audience in the long-term
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 6. Problems With Analytics On Mobile
    • Use JavaScript
    • Rely on cookies
      • Often blocked
      • Expire faster than on desktop
    • Operator blocks
      • Personal information
      • IP addresses
    • Need operator cooperation
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 7. Mobile Analytics Options
    • Google AdWords
      • Conversion tracking doesn’t always work
    • Google Analytics
      • Not 100% accurate on mobile
    • Bango Analytics
    • AdMob
    • NedStat Sitestat Mobile
    • Amethon, Mobilitics, DeckStats...
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 8. Navigation Patterns
    • Determine usage – where users click next
      • De-emphasize unnecessary click points
      • Emphasize conversion path
    • Can determine site-links / 2 nd ary listings
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 9. Click Paths
    • Analyse conversion paths
    • Identify visitor attrition points
    • Eliminate barriers to conversion
    • Split test
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 10. PPC Referrals
    • Keywords & Ads
      • Clicks
      • Conversions
      • Time spent
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 11. Landing Pages
    • Dedicated pages delivering users to exactly what they looked for and guiding them toward conversion
    • Manual split-tests with mobile analytics
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 12. Conversion Rates
    • Determine via analytics & actual sales
    • Numbers often don’t tie
    • Most important factor in determining ROI, and hence budgets, CPC, SEO time
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 13. Bounce Rates
    • Review bounce rate & time spent
      • Are users finding what they want?
    • Can negatively influence Google rankings (for SEO) and ad placement (for PPC)
    © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 14. Any Questions? Farhad Divecha Director, AccuraCast Phone: 0800 019 6813 © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing