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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 …

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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  • 1. Targeting & Tracking Across Devices 11 June 2014
  • 2. THREE PROBLEMS WITH MOBILE 2
  • 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 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 Which Fortune 100 companies have a mobile site in 2011?
  • 6. 6 Which Fortune 100 companies have a mobile site in 2014?
  • 7. 7 Really, Apple? menu
  • 8. 8 What’s this about a broken auction?
  • 9. 9 And now for a better auction
  • 10. CROSS-DEVICE ATTRIBUTION 10
  • 11. 11 Here’s the problem Source: Nielsen, 2013
  • 12. 12 And it’s going to get worse and worse
  • 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 Facebook’s dirty little secret = ultra-precise reach and frequency capping …across all devices Me, too!
  • 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 • 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 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. FACEBOOK AUDIENCE NETWORK MOBILE 7.0 18
  • 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. 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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