We work as an affiliate and as an agency, been around for 7 years, picked up a few awards along the way and most Most importantly we love PPC.
Situation:Mobile advertising is a huge potential and we all know it. And western europe is going to take a big piece of it.Mobile retail sales growth from 2010-2011 in the uk is 584% , 2010-2012 is 2000% (imrgcapgemini)46% of all mobile phones in the uk are smartphones – that’s 24.6M smartphonesTablets are set to overtake laptop sales by 2015
Growing at diff rates in diff markets but lots of growth to go in EU and UK in direction of JapanSo mobile including mobile search is clearly important and a fast growing marketing channel
But we see Cost per conversion not as low as we would like on smart phones (and better than we anticipated on tablets)So mobile and mobile search is growing fast but it’s not as effective as we’d like it to be.(Why is it that smartphone cost per conversion is as high as it is and how could tablet performance be better?We get answers like, we don’t have a mobile site in place, the payment method isnt easy enough (eg not one click like on amazon)But I think it’s more fundamental than that. )
Complication:With a new channel you also get a new layer of complexity …because of 2 reasons:1.The customer is the same but you now have this new dimension called location.People arent attached to a cable and a desk (and acting predictably)People are on the internet on :-On the move-At home on their mobiles-Shopping on the high street 2.And we don’t fully understand how this customer thinks , their mindset, in these different locations - because this is a new and evolving channelBut whilst we don’t understand fully how the new customer behaviours:- Because customer is different to desktop (and different hats) and we don’t understand them - because this is a new channel
We do understand what the mobile users wants (and its different to desktop user):On my mobile deviceI wants 3 things:Simplicity – it’s just got to work – click, pinch, scroll, checkout …(nice simple buttons that he can press with his thumb)Immediacy – I expect Information at my finger tips’ – literally – eg just as I’ll call on my mobile and not wait till I get home to my landline, I will expect immediacy in my online world too , 70% of mobile searchers take action within 1 hour (bing)Context – relevant to where I am,what I am looking for, who I amQuestion:So we have a growing opportunity called mobile that could be massively more effective. How do we harness this channel to improve performance?
Answer:I think it comes down to 4 things:It’s through putting the customer at the centre – just as you would for any market approachTaking a granular approach – so being willing to get into the detail/invest time and effort to seek out opportunity (this is more work, more complex – more dimensions)And being really creative / ideas leadAnd iteratively testing – its new so we have to keep testing and learningSo today is about looking at examples from our clients and a few other good ones of where this approach/these principles are applied with a clear view of the client’s strategic objectives and how mobile can achieve it---So would like to share some ideas on how we look at tech setup for mobile campaigns (and associated tools) and then some creative ideas
ROI is what we wantTargeting enables thatScreen shows plethora of targeting optionsGoing back to understanding the customer, by understanding your customer and targeting them exclusively you improve roi
So by targeting devices seperately we are able to see that :- 55% of all sales on tablet devices happen between 6pm to 8amThat tells us that from a sales perspective that the tablet customer (more than half the time) isnt always truelly mobile. Recognise that they are coming from the home where the customer is relaxed, safe in their own environment, have time on their hands.So recommendation from that:Recognise that the tablet customer isnt just one type of customer (and today volume may not say this is important but with tablet sales to overtake desktop sales in 2015 this will be important - Don’t mixup the tablet consumer in the train station with the tablet consume who’s lying back on his couch watching tv and on his tablet too)Messaging should reflect that their state of mind - research orientated/detailed rather than short and succinct (- customer is more likely to be researching than on a smart phone, show reasons to buy as, not just ‘buy now’.) Messaging more similar to desktop search.
So for O2 we drive new customers. As soon as google launched network targeting, we excluded o2’s networkROI by not targeting O2 networks was 15% higher (ie – so there was a cost saving)Simplicity - best performing mobile ad that had a 35% higher CTR than using desktop adsImmediacy - Mobile click to sale was x3 shorter an on desktop – that means that on a mobile device, the time taken from first click through to a sale was x3 shorter than on desktop device – stressing just how immediate mobile customers are
Latest feature - out in may2012
Peak times - lots of other ways to be more targeting - geo (low vol), time
As affiliates our sites are brands and in the mobile world we want potential customers to be aware of our site. If you think your customer may be surfing the internet on the high street, eg to compare prices, to find reviews (and we know that 25% of mobile users do this) then Google’s tool called proximity bidding could be usefulThe way it works:As the user got closer a location eg a store, the Ads increased in position
Multiple radius - if targeting 250 locations, don’t have to have 250 campaigns which takes a lot more time to setup
Did three thingsTarget people who could potentially be interested to find their nearest store– and not bother targeting people who are miles away from a store (10m radius of their nearest store)Increase visibility – a beta trial with Google we used from winter 2011 to drive higher positions (increase ad positions by 60%) when that 10mile radius of store locations) – called proximity biddingMessaging - Provide option of shopping on mobile or directions to the closest stores
As mobile bridges the online world with the offline world, I think affiliates will be increasingly remunerated for it and Google Offers provide a means for affiliate based in-store sales promotion.So wanted to show you how it works and examples of how we’ve done it before
Extension The extension replaces the other sitelinks (so risk of reducing ctr)You can set to redeem in-store or onlineType can be barcode or discount code
Offer extension replaces sitelinks. Can print or take instore to be scanned.
Geotargeted campaign so certain locations only - around where the stores are. That’s what another client did.
Then viewed on brand’s website or on google offers
So the same basis if we are targeting stores in barcelona we would only run the mobile campaign for barcelonaDown side is that manual process to count sales in store - waiting for google wallet and nfc
Affiliates can get google offersLocal - eg store locations
(CTR 39.6%)We some times think that because we have the keyword in the title and we have the offers clear that we have the best ads possible.Well going back to tapping into the customer mindset, for PJ we wondered if we could improve the campaign ctr, conv rate and aov.
And we asked ourselves these questionsReally want - no.1 reason they buy is because they are hungry and cant be bothered to cook (not because of an offer)For PJ - working late, commuting home, going home from the pub - all very different mindsets - factors inc time, location, device(Device - on mobile then mindset diff to sitting in the office late night)
Started targeting through message totally diff the late night worker at the office, the commuter, the man going home from the pubResults:CTR increased 11%AOV increased +13%
Not just for pizza. Even in retail space - product as well as the offers as well as the mobile site fact. Describing why the clothes are right for them is more powerful than just an offer.Results:CTR increased 16%
10% higher ctr of call out that mobile site
People on the go want to talk. So give them what they want.If we are trying to do that then mobile opportunities in the aff space have to growSo wanted to show how Google click 2 call works and examples where it has given great results
No conv tracking if no call forwarding - but expensiveSet to send customer to mobile site + tel no or just tel no
Click 2 call - much more for merchants
Background -Mobile site rubbishResearch told us that higher conv rate for this skin care consultant if talked to someone firstApproach - we tested call extensions with our own numbers (not google’s) and blocked access to the website entirely.Results - spk for themselves
You can have both callextension+sitelinks, call ext only, sitelinks only
Because it’s googletv - monitoring the impressions and the ip address, we can analyse the no. of impressions of the tv commercial and then see the actual increase in search activity online measurablyHigher quality insights for brands/merchants and for us as affiliatesWhat keywords worked
9 stages we think about in our Optimisation Cycle when we do paid search. I wont go into each one but we need to think in this way for each device independently. I would like to call out a few key stages and share some suggestions.Campaign structure- spreading your keywords across the right structure of accounts/campaigns/adgroups to get the best relevancy, ctr and conv rate and save time in the futureKeyword refinement - expanding keyword lists (research) and revisionAdcopy refinement - improving ctr and conv%Bid mgmt - automating to save time and improve roi
Mobile vswifi - different customermindset (lie back on couch v different to out and about)2 site links - sitelinks set at campaign level. To make keyword as relevant to the sitelinks, minimise the no. of keywords in a campaign
Extensions - sitelinks, location, social, download, click2call…Increase CTR - 12% higher for one retailer
DC Storm for conversion (ROI, Rev)based optimisationGoogle Automated rules for pre conversion based optimisation eg positional - eg to hold me in position 2 on ‘shoes’ , day parting to increase bids when desktop searches decline
And positional strategy is important. For tablet devices you need to be in position 1-2 to drive volume