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Mobile Search: The Landscape, testing, & Getting results
 

Mobile Search: The Landscape, testing, & Getting results

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Presented at Charlotte, NC's 2011 Search Exchange, Resolution Media's Jeff Campbell showed attendees why their marketing plans should incude Mobile. From the changing consumer landscape, through ...

Presented at Charlotte, NC's 2011 Search Exchange, Resolution Media's Jeff Campbell showed attendees why their marketing plans should incude Mobile. From the changing consumer landscape, through planning testing, to comparing results....the time is now.

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  • For Big Box Retailers: Mobile Queries are 12% of Total Search Traffic Today*, compared to 5%a Year Ago
  • Mobile searches mostly incremental to desktopDaily: Mobile searches/use starts & ends the day…and slight uptick during lunchtimeWeekly: Mobile searches higher than desktop on the weekends
  • marketers have an exciting opportunity on their hands with mobile. that's because mobile offers unique advantages as a marketing channel for both brand advertisers and DR.smartphones now allow users to interact with devices in new & exciting ways -- larger screens, touch sensitive screens, all set the stage for immersive, touch-based interactions as we'll see in examples later on.  these new interactions are translating into success for branding campaigns as we'll touch upon soon as well. On the direct response side, we’re seeing advertisers see enhanced conversion rates by tapping into mobile specific capabilities such as click-to-call ads.another unique aspect of mobile is that when people search for info from their phones, we know that 1 of 3 searches are local in nature. and that makes sense since users are on the go with their mobile devices. as we'll see in examples later on, the tendency toward local searches represents a powerful direct response opportunity for advertisers to connect with nearby or on-the-go customers who tend to be last-minute buyersfinally mobile phones have a unique advantage of always being with the consumer. we've seen mobile activity remain steady throughout the day whereas desktop PC, TV, print activity have their respective peaks and valleys throughout the day & week. the always on aspect of mobile is another exciting and unique opportunity for marketers
  • Make sure your ads & site focus on the local information consumers seek
  • Plan the work and work the Plan
  • Navigate to what level you would like to set targeting toHowever, keeping mobile and desktop campaigns separate is still the best practice
  • Emergency Dentist vs. Child DentistInsurance example: Desktop = 3% CTC vs. Mobile = 55%

Mobile Search: The Landscape, testing, & Getting results Mobile Search: The Landscape, testing, & Getting results Presentation Transcript

  • MOBILE SEARCH: THE LANDSCAPE, TESTING, & GETTING RESULTS Jeff Campbell – Co-Founder & Head of Retail Resolution Media October, 2011 CJeffCampbell 1 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • WHY MOBILE, WHY NOW? 2 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE BECOMING JUST AS PREVALENT AS DESKTOP Global Mobile vs. Desktop Internet Population, 2007-2015 Mobile Internet Users Desktop Internet Users 2000 1600 Global Internet Users 1200 (MM) 800 400 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 3 Source: Morgan Stanley Research, April 2010 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • THE MOBILE AUDIENCE IS SIGNIFICANT TODAY 314M Population of US1 239M Online Population2 134M Mobile Web & App Population3 1) US Census 2010 2) Internet WorldStats, June ‘10 4 3) Includes active smartphone, mobile Internet device (iPod touches & iPads) and feature PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company phone devices on mobile web or apps. Source: comScore, CTIA, analyst reports
  • MOBILE SEARCHES SURPASS DESKTOP IN YEARS, NOT DECADES “Mobile search is definitely going to surpass desktop search. The lines will pass, and I think they’ll pass before anyone thought they would.” -- Google 5 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE SEARCH COMPLEMENTS DESKTOP & IS ALWAYS ON Daily View Weekly View Desktop Searches vs. Mobile Searches Desktop Searches vs. Mobile Searches Source: Citi Investment Research and Analysis; iCrossing Mobile 6 U.S. Google Internal Data, 2010 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE RESEARCH INFLUENCES IN-STORE SHOPPING 51% of holiday shoppers used mobile phones for in-store activities Source: Motorola, January 2010 7 7 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE USER BEHAVIORS POSE UNIQUE MARKETING OPPORTUNITIES New Interfaces Always Near Always On Touchscreen, video, CTC 1 in 3 searches are local Mobile usage prevalent 8 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE BEST PRACTICES 9 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • IS YOUR SITE READY FOR MOBILE? 10 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE SEARCH PERSONAS DIFFERmlb.com m.mlb.com 11 PROPRIETARY AND CONFIDENTIAL An Omnicom Media Group Company
  • MOBILE CONSUMERS LOOKING FOR LOCAL INFORMATION 1 in 3 mobile search queries have local intent Search near Find local My Location store hours Find friends Get driving nearby directions Browse Call a local What’s business Near Me Now Locate a business on maps 12 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE AGENCIES/DEPARTMENTS/TOOLS NOT PRIORITIZING SEARCH • Mobile designers not always considering mobile search as part of the design process • Mobile Transcoders have their own unique SEO problems 13 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE SEARCH RANKINGS ARE MORE COMPETITIVE • Google Desktop result for [home • Google mobile result for [home depot generators] depot generators] 14 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE SEO ≠ DESKTOP SEO • More trackable entry points give additional signals for ranking • QR Codes • Mobile links vs desktop links • SMS • Mobile bookmarks • Social bookmarking for mobile: Stumbleupon • Mobile social networking: Facebook • and Twitter • Different behaviors & interfaces • Keyword use, intent, expectations, volume • Visual, Voice, Gesture, App, etc. 15 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • ENSURE SITE IS CRAWLABLE, RELEVANT AND INDEXED PROPERLY • Verify site in Google and Bing Webmaster Tools and correct errors • Validation unnecessary for indexing and ranking but improves user experience • Submit mobile sitemap of mobile- specific content 16 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE PAID SEARCH 17 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • DESIGNING A MOBILE TEST OBJECTIVE: Drive Mobile Revenue / On-site Action / Drive Store Visits / Etc. Strategy Tactics Measurement Understand mobile Separated Mobile Click demand & behavior Campaigns volume, CTR, Revenue Improve targeting & CTR, ROAS, On-site Copy Testing & Site Links engagement Actions/CVR Drive increased Ad Extensions: Offer, CTR, Actions conversion Location 18 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • BENEFITS OF CREATING A SEPARATED MOBILE CAMPAIGN You will have the ability to… • Report on pure mobile performance • Have control of how your budgets are being spent • Control your messaging & have specific Mobile call to actions • Adjust your bids for Mobile separate from Desktop • Create separate reports specifically for Mobile High- End Devices • Use unique tracking URLs • Create specific targeted ad groups to target mobile content more effectively 19 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE SETUP FOR GOOGLE ADWORDS • Navigate to the ‘Settings’ tab in AdWords and scroll down to ‘Networks and devices’ Select “Mobile devices with full browsers” to ensure you are appearing on high-end devices, like iPhone/iPod, Android and Palm devices 1 Best Practice: Target tablets separately Choose “Advanced device and carrier options” to refine operating systems based on message or customer offering 2 Best Practice: Based on messaging strategy, you may want to target platforms separately Selections to target specific carriers will vary by country and is based on the campaign’s country targets; can also choose to target Wi-Fi traffic only Best Practice: Based on messaging strategy, you may want to target carriers separately 20 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE SETUP FOR MICROSOFT ADCENTER • Device targeting can be set at either the campaign or adgroup level within adCenter • Unlike Google, adCenter can only target mobile devices as a whole • Tablets are included with desktop/laptops • MSN/Yahoo does have plans for further targeting options in 2012, such as tablet only targeting and OS specific targeting 21 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • KEYWORD & MESSAGING SELECTION • Start with a subset of campaigns • Utilize the 80/20 rule for keyword selection • Utilize your desktop copy & test • We’ve seen… • Not much difference in Mobile-specific copy • Not much difference in OS Targeted copy 22 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • UTILIZE MOBILE AD EXTENSIONS Click to Call Site Links Location Extensions 5 to 30% More options, Location marker & CTR increase more conversions expandable map 23 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • CLICK-TO-CALL • Ability to have a clickable phone number below your ad • Instant connectivity for consumers • Focus for keywords showing urgency • Use trackable 800 numbers • Marchex, Telemetrics 24 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • GOOGLE SITE LINKS • Ability to add up to 10 additional links • Only two will show at a time • Link text has a 35 character limit • Test Directions/Hours/Store Locator vs. Promotions 25 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • LOCAL EXTENSIONS • Ability to link Google Places account to mobile search ads • Adds relevant location information to the ad based on user’s physical location • Expandable map view which can open smartphone’s map 26 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • GOOGLE CLICK-TO-DOWNLOAD ADS FOR APP PROMOTION • Enables users to download app directly from the App Store or Android Market • Ads will target by OS • Trademark approval needed for “iPhone”, “iTunes” use in copy 27 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • YAHOO/BING: THE BEST IS YET TO COME…? • To-date, Yahoo/Bing’s mobile ad format is very basic • Served from AdCenter • Format similar to Desktop • Same character limits & editorial policies • Improved mobile offerings in early 2012 28 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • THE RESULTS 29 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE VS. DESKTOP 30 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • MOBILE VS. DESKTOP SEARCH • Mobile site visitors are less expensive and seem more likely to visit – but less likely to purchase online 31 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • IN SUMMARY… • Build a solid mobile site foundation • Mobile consumers wants/needs are likely different • Desktop SEO ≠ Mobile SEO • Start testing advertising, history counts • Plan the work, work the plan • Test, test, test & expect different results vs. Desktop 32 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • THANKS! Jeff Campbell Co-Founder & Head of Retail JCampbell@ResolutionMedia.com CJeffCampbell 33 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • BEYOND SEARCH Display, Pre-roll, SMS & tablets…oh my 34 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • NIKE ENGAGING USERS WITH RICH MEDIA ADS Graphical Interstitial 35 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • (View in Slide Show) BEST BUY ENGAGING USERS WITH RICH MEDIA ADS Fullpage Expandable 36 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • TARGET DRIVING USERS TO MOBILE COUPON OPT-INS CPM Banner Mobile Opt-In Page SMS Confirmation 37 3 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company
  • CRATE & BARREL ENGAGING IPAD USERS iPad Display Ad (mRec) iPad Display Ad (Leaderboard) 38 PROPRIETARY AND CONFIDENTIALAn Omnicom Media Group Company