Presentation from the LA Digital Boot Camp for business owners April 19, 2015.

1. Mobile Search: What You Need to Know

2. 2 Yahoo Confidential & Proprietary
Faith Murphy
Yahoo Sales Director

3. Why Mobile Matters
Mobile Ad Best Practices
1
2
Agenda

4. Why Mobile Matters
1

5. (Anecdote)

6. Effectiveness of digital marketing according to
small business owners
Source: BrightLocal, “SMB Internet Marketing Survey 2014” in partnership with ChamberofCommerce.com, January 2015
20%
43%
32%
Effective
Not Effective Very
Effective
4% n/a

7. Small businesses plan to spend more on
digital marketing
Source: BrightLocal, “SMB Internet Marketing Survey 2014” in partnership with ChamberofCommerce.com, January 2015
16%
37%
47% Yes
Maybe
No

8. Mobile search is overtaking desktop search
BIA Kelsey (2012)
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Mobile Desktop
Billions

9. The total number of US mobile search
users is growing
Source: eMarketer, September 2014
% of mobile
phone users
Mobile phone
search users
2014
53%
134M
2015
61%
157
M
2016
68%
177M
2017
74%
197M
2018
77%
208M

10. Yahoo 2014 Confidential & Proprietary. 1010Yahoo 2015 Confidential & Proprietary.
Mobile search is key to online marketing
Source: *eMarkerter Mobile Search Trends, November 2014, **Nielsen/ Google, March 2013; Internal Data January 2013-201
50%
of digital search ad
spending will occur on
mobile in 2015
of mobile searches trigger
follow-up actions, such as
further research, a store visit, or
a purchase**
73%

11. Mobile brings utility, convenience, and
locality to search
Of mobile internet users use
search from their mobile
device
Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you access the Internet on each of your devices,
either via an app or the mobile web? How often do you use a search engine on your device, either via an app or the mobile web? (n=544)
9
Billion
Minutes
Spent a month, or
more than an hour
each, on search.
86%
Mobile search activity
peaks at the weekend
and early evening

12. Mobile search is a daily habit
87%of smartphone owners
access the Internet daily
Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you access the Internet on each of your devices,
either via an app or the mobile web? How often do you use a search engine on your device, either via an app or the mobile web? (n=544)
45%conduct 2+ mobile
searches per day
96% use a search engine
at lease once per
day

13. Mobile search has become an integral part
of shopping for many consumers
Research products on their
device weekly
83%
Research products
daily
49%
Make a purchase on their
mobile device weekly
24%
Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you research products on your [Device] (including
browsing, reading reviews, making a purchase, etc.)? And how often do you actually make purchases on your [Device]? (n=544)

14. 60%
Mobile search is a point of discovery
said that mobile search has introduced
them to new brands
70% said that mobile search helps them make
better buying decisions
50%
Source: “Mobile Search – The Point of Influence,” August 2014. Please indicate how much you agree or disagree with each of the statements below (n=544). Thinking
specifically about your recent mobile searches, how much do you agree or disagree with each of the following? (n=401)
of searchers say that mobile search ads
sometimes remind them of brands to consider
while shopping

15. Mobile shopping queries. 1 in 4 are related
to an immediate purchase
At home
54%
On the go
22%
At Work
13%
In Store
7%
At School
1%
6%
10%
13%
17%
18%
24%
52%
Wanted to find news on something
Other general reference
Passing time
To find deals for a product I was considering…
To find location/hours/phone number
I intended to buy something at that moment
Needed info about a product
Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. Please confirm which device you used to conduct this search.
Where were you when you conducted this search from your [Device]? Why did you conduct this search? (n=851 mobile shopping queries)

16. 16
Mobile shopping searchers took several follow-
up actions after searching
CONTINUED
RESEARCH66%
CONDUCTED
RELATED SEARCHES59%
SHARED
INFORMATION50%
VISITED A
RETAILER WEBSITE79%
CHECKED
PRICES ONLINE69%
FOUND DIRECTIONS TO
A STORE28%
CALLED A BUSINESS18%
DISCUSSED INFO
RELATED TO SEARCH
WITH SOMEONE ELSE
65%
Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. Since conducting a search on [DAY] about [CATEGORY], which of
the following have you done from {DEVICE, PC, IN PERSON} and how long after your search did you do so? (n=278 mobile shopping queries)

17. Mobile search ads = Increased brand awareness &
consideration
Source: Ipsos mobile respondents December 2014
40%of people exposed to both search ads
& organic were more likely to mention
a brand top of mind than those
exposed to organic only.
46%say search ads can persuade
them to consider new brands,
even when they had other brands
in mind.

18. › selected a listing that was near the top of
the search results page – first or second
listing
69%
22%
Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. When you conducted a search on your mobile device on [DAY] about [CATEGORY],
did you click on a listing that was near the top of the search results page (first or second listing), or further down? (n=278 mobile shopping queries)
Mobile shopping searchers were more likely
to click near the top of the SERP
› selected a listing that was further down on
the search results page
A D S A N D R E S U L T P L A C E M E N T

19. Mobile Ad Best Practices
2

20. 20 Yahoo Confidential & Proprietary
Mobile Ad
Best Practices
2
Objective
Targeting
Costs
Ad Creative
Landing Page

21. The Search Sales Funnel
Awareness
Consideration and
Engagement
Buying
Engagers
Shoppers

22. • Get your message or
brand out
• Cost-per-click (CPC)
• Optimize by bids,
budget, targeting
• Drive clicks, visitors & sales
• Cost-per click (CPC)
• Optimize by CTR, bids,
budget, targeting

23. • Get your message or
brand out
• Cost-per-click (CPC)
• Optimize by bids,
budget, targeting
• Drive clicks, visitors &
sales
• Cost-per click (CPC)
• Optimize by CTR, bids,
budget, targeting

24. Targeting
Be strategic – don’t over do it
and limit your reach.
People located in…
People searching for…
TARGETING

25. 1. Try campaigns without location targeting alongside
campaigns with location targeting.
2. Test ad copy to reflect the location target.
3. Optimize top performing locations
People located in…PEOPLE LOCATED IN…

26. 1. Add more keywords to appear more often.
1. Carefully review top performing keywords and consider
their intent to help inform your targeting.
2. Optimize top performing keywords
3. Don’t limit your reach by being too specific. Go big and
broad with your keywords.
People searching for…PEOPLE SEARCHING FOR…

27. 1. Analyze your bidding strategy so that it’s set to hit
your goal.
2. Set a competitive bid by monitoring your performance
and using bid tools.
3. Use conversion tracking to know what happens after
your ad gets clicked.
Budget StrategyBUDGET STRATEGY

28. There are only three main components that people
see in an ad:
Title Description
AD CREATIVE
URL

29. 1. Ask a question
2. Solve a problem
1. Use Title Case
2. Make use of character max
3. Leverage targeting
Ad Text
Guidelines
TITLE

30. Description
1. Make sure it reads naturally
2. Directly relate to your product or
service
1. Use sentence case
2. Make use of character max
3. Don’t look cheap (SAVE$!)
Ad Text
Guidelines
DESCRIPTION

31. 1. Reflect your product or service
2. Be mobile friendly
3. Be user friendly
1. Have a page title and a product
description
2. Make your call to action easy
3. Show signs of trust
Tips
Guidelines
LANDING PAGE

32. AD TESTING
1. Test various components and monitor the
performance.
2. Refresh your ads on a weekly basis.
3. Create separate campaigns for seasonal of
limited-time offers.

33. SEO & SEM Tips for the Small Business
• Set Specific Goals
• Define a Conversion
• Leverage Online Tools
• Always A/B Test (especially
in SEM)
• Ensure Quality Landing
Pages
• Create Specific Campaigns
• Monitor performance and adjust
• Leverage Professionals
• Do Your Homework
• Stay True to your Business

34. Q&A
4

35. Thank you!