Trends And Strategy For Mobile Search In 2014 By Jeremy Evans

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SMX Advanced 2014 Session #SMX #13C - What Advanced SEMs Should Be Doing About Mobile - Trends And Strategy For Mobile Search In 2014 By Jeremy Evens Of Marin Software

For more on SEM visit http://searchengineland.com

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Trends And Strategy For Mobile Search In 2014 By Jeremy Evans

  1. 1. Trends and Strategy for Mobile Search in 2014 Jeremy Evans Vice President, Product Consulting
  2. 2. • Traffic Trending 2014 • 10 Mobile Strategy Refinement Tips • RLSA & Mobile • Tracking 2 Agenda
  3. 3. Remember 2012 – AH the good old days of Marketing 3
  4. 4. 4
  5. 5. THE DATA
  6. 6. 1. Ad position: Across all devices, click-through rates drop by 50% after position 2, from roughly 5% to 2.4%. 2. Mobile experience: Many websites still lack a robust mobile-optimized experience. 3. Mobile conversions: Difficulties recording Non-standard pathway, such as a call or in-store visit that are mobile influenced. 6 Mobile Benchmarking Around the Globe 2014: Key Findings
  7. 7. 7 US – Mobile Search Trends 21.8% 21.9% 23.2% 23.5% 25.0% 26.7% 27.4% 29.2% 29.4% 29.6% 32.1% 34.2% 12.1% 12.0% 12.8% 12.9% 14.1% 15.5% 16.0% 17.4% 17.9% 18.4% 19.4% 20.3% 9.6% 9.9% 10.4% 10.7% 10.9% 11.3% 11.4% 11.8% 11.5% 11.2% 12.8% 13.9% Share of Clicks from Mobile Devices - 2013 Mobile Smartphones Tablet 19.3% 19.6% 20.1% 19.3% 20.7% 22.2% 22.9% 23.7% 24.4% 24.2% 26.6% 27.9% 9.5% 9.7% 10.3% 9.4% 10.2% 11.3% 11.8% 12.5% 13.2% 13.3% 13.9% 14.4% 9.8% 9.9% 9.8% 9.9% 10.5% 11.0% 11.0% 11.3% 11.2% 10.9% 12.7% 13.6% Share of Spend from Mobile Devices - 2013 Mobile Smartphone Tablet 10.7% 20.8% 22.6% Computers Smartphones Tablets CPC Change (2012 vs 2013)
  8. 8. MOBILE STRATEGY REFINEMENT
  9. 9. 1. Leverage Ad Extensions
  10. 10. Test Click to call only vs. allowing the user to click through to the website: • Call volume • Cost per Call • More calls, same click cost 10 2. Test Click to Call Only vs. Click to Website 20% 30%
  11. 11. • Accurately report revenue – Device – Phone Number • Optimize mobile bids 11 3. Track Mobile vs. Desktop Call Extensions Separately
  12. 12. Append indicators for mobile • m.att.com vs. att.com/TV Pre-append By Service: • call.att.com • internet.att.com • phone.att.com 12 4. Display URL – Test the Sub domain
  13. 13. • Shorten descriptions line 1 & 2 • Call to action always showing • Sitelinks mobile vs. desktop 13 5. Test how ad copy appears on devices
  14. 14. 14 6. WAP text ad campaigns - Yes, people still use flip phones • Different ad groups for WAP campaigns – Tracking and bid management • Head terms: High conversion rate, low cost per call • International audience
  15. 15. Testing the impact of granular geo targets to click and conversion volume. • Zip Code vs. Metro Level • Pull back on granularity 15 7. How low can should you target?
  16. 16. 8. Pay Attention to the User Experience
  17. 17. 9. Local phone numbers vs. 800, 866, 855 numbers. Why? • Psychological? • Build better credibility? • User more comfortable calling a local business 17 Conspiracy Theory
  18. 18. MOBILE & RLSA
  19. 19. Audiences are the New Keywords
  20. 20. Normal RLSA Practices: • Exclude Audiences • Cross Sell / Up Sell to Existing Customers • Nurture Leads and Engage Current Customers 20 Mobile Benefits from RLSA
  21. 21. Option 1: Selectively firing RLSA Pixels • Screen Resolution(<640px) • User Agent Option 2: Google Analytics • Create a Custom Audience Based on Traffic 21 RLSA Device Level Targeting Campaign Exclude Normal Search Campaign N/A RLSA Desktop Only Tablet and Mobile Lists RLSA Mobile Only Desktop and Tablet RLSA Tablet Only Desktop and Mobile
  22. 22. • Different Ad copy for Different Devices • Bid more aggressively • Set Different Goals & Budgets • Remove Brand Campaigns = $$$$avings • Cast a wide net – Broad match 22 RLSA Device level targeting Best Practices
  23. 23. Adjust Messaging based on Audience Data Non-member Member
  24. 24. MOBILE TRACKING
  25. 25. 25 Cross Device Attribution
  26. 26. THREATS TO MOBILE ADVERTISING
  27. 27. 27 Threats to Mobile Tracking
  28. 28. Thank you! Jeremy Evans Vice President, Product Consulting

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