Targeting & Tracking
Across Devices
11 June 2014
THREE PROBLEMS
WITH MOBILE
2
3
The more devices we have,
the bigger this problem
becomes.
SEM auction
is broken
An auction with only two valuable
spots...
4
The other panelists are going to cover conversion rates in depth
But let’s take a moment and revisit some very basic res...
5
Which Fortune 100 companies have a mobile site in 2011?
6
Which Fortune 100 companies have a mobile site in 2014?
7
Really, Apple?
menu
8
What’s this about a broken auction?
9
And now for a better auction
CROSS-DEVICE
ATTRIBUTION
10
11
Here’s the problem
Source: Nielsen, 2013
12
And it’s going to get worse and worse
13
Some possible solutions
Google’s Estimated total conversions can help fill
the void. However, Android users are not the...
14
Facebook’s dirty little secret
= ultra-precise reach and frequency capping
…across all devices
Me,
too!
15
• Full suite of Core Audiences targeting capabilities
• Cross-device
• Easier setup (3rd party vendor not required)
• A...
16
• WCA becomes an acquisition tool when
you expand with lookalikes
• 1% for best performance
• 5% for additional reach
L...
17
And retargeting from inside mobile apps
United Frank & Oak Open Table
• 34 hours/month spent on smartphones
• 86% of th...
FACEBOOK
AUDIENCE NETWORK
MOBILE 7.0
18
19
What is this Facebook Audience Network?
• Goal: mobile app installs & mobile
engagement (for now)
• Only fires inside m...
THANK YOU
R E I D S P I C E
R E I D . S P I C E @ I C R O S S I N G . C O M
@ R E I D S P I C E
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Three Problems With Mobile By Reid Spice

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SMX Advanced 2014 Session #SMX #13C - What Advanced SEMs Should Be Doing About Mobile -Three Problems With Mobile By Reid Spice @Reidspice Of Icrossing

Read more on SEM at http://searchengineland.com

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Three Problems With Mobile By Reid Spice

  1. 1. Targeting & Tracking Across Devices 11 June 2014
  2. 2. THREE PROBLEMS WITH MOBILE 2
  3. 3. 3 The more devices we have, the bigger this problem becomes. SEM auction is broken An auction with only two valuable spots is not a healthy auction. Mobile doesn’t convert as well as desktop or tablet. Can’t track across devices Low conversion rates
  4. 4. 4 The other panelists are going to cover conversion rates in depth But let’s take a moment and revisit some very basic research from 2011: Which Fortune 100 companies have mobile versions of their websites?
  5. 5. 5 Which Fortune 100 companies have a mobile site in 2011?
  6. 6. 6 Which Fortune 100 companies have a mobile site in 2014?
  7. 7. 7 Really, Apple? menu
  8. 8. 8 What’s this about a broken auction?
  9. 9. 9 And now for a better auction
  10. 10. CROSS-DEVICE ATTRIBUTION 10
  11. 11. 11 Here’s the problem Source: Nielsen, 2013
  12. 12. 12 And it’s going to get worse and worse
  13. 13. 13 Some possible solutions Google’s Estimated total conversions can help fill the void. However, Android users are not the same as other smartphone users and not all paths start with Google.com. Emergence of other network identifiers for cross- device and cross-OS tracking. Statistical IDs determine user & device by stitching together lots of different signals.
  14. 14. 14 Facebook’s dirty little secret = ultra-precise reach and frequency capping …across all devices Me, too!
  15. 15. 15 • Full suite of Core Audiences targeting capabilities • Cross-device • Easier setup (3rd party vendor not required) • And more! Better than FBX! Meet Website Custom Audiences (or Custom Audiences for Your Website) Website Custom Audiences
  16. 16. 16 • WCA becomes an acquisition tool when you expand with lookalikes • 1% for best performance • 5% for additional reach Lookalike expansions Retargeting 1% expansion 5% expansion Retargeting 1% expansion 5% expansion Retargeting 1% expansion 5% expansion Retargeting 1% expansion 5% expansion Retargeting 1% expansion 5% expansion Female, 25-34 Engaged < 6 mos. West Coast + Hip Hop Existing customers + yoga
  17. 17. 17 And retargeting from inside mobile apps United Frank & Oak Open Table • 34 hours/month spent on smartphones • 86% of that time spent in apps (Nielsen)
  18. 18. FACEBOOK AUDIENCE NETWORK MOBILE 7.0 18
  19. 19. 19 What is this Facebook Audience Network? • Goal: mobile app installs & mobile engagement (for now) • Only fires inside mobile apps at the moment External mobile ad network • It’s Facebook ads outside of Facebook! • Target users based on both what they’ve done and who they are What’s the big deal? • Custom Audiences • Core Audiences • Lookalike Audiences How can I target?
  20. 20. THANK YOU R E I D S P I C E R E I D . S P I C E @ I C R O S S I N G . C O M @ R E I D S P I C E
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