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

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

Name: Farhad Divecha

Position: Director

Company: AccuraCast

Skills: SEO, PPC, Mobile SEM, SMM

Work:

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

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

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

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

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

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

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

Use JavaScript

Rely on cookies

Often blocked

Expire faster than on desktop

Operator blocks

Personal information

IP addresses

Need operator cooperation

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

Google AdWords

Conversion tracking doesn’t always work

Google Analytics

Not 100% accurate on mobile

Bango Analytics

AdMob

NedStat Sitestat Mobile

Amethon, Mobilitics, DeckStats...

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

Determine usage – where users click next

De-emphasize unnecessary click points

Emphasize conversion path

Can determine site-links / 2 nd ary listings

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

Analyse conversion paths

Identify visitor attrition points

Eliminate barriers to conversion

Split test

PPC Referrals Keywords & Ads Clicks Conversions Time spent © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

Keywords & Ads

Clicks

Conversions

Time spent

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

Dedicated pages delivering users to exactly what they looked for and guiding them toward conversion

Manual split-tests with mobile analytics

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

Determine via analytics & actual sales

Numbers often don’t tie

Most important factor in determining ROI, and hence budgets, CPC, SEO time

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

Review bounce rate & time spent

Are users finding what they want?

Can negatively influence Google rankings (for SEO) and ad placement (for PPC)

Any Questions? Farhad Divecha Director, AccuraCast Phone: 0800 019 6813 © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing