Presentation from SMX East in October, 2013. Covers click-to-call, offline response to mobile advertisements and best practices.

1. Mobile Search Trends
October 1st, 2013
John Busby, SVP Marchex Institute
@johnmbusby @marchex #smx #11c

2. You May Have Heard Of These Guys
@johnmbusby @marchex #smx #11c
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3. Can You Believe This?!
@johnmbusby @marchex #smx #11c
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4. 3 Million Americans Work in Call Centers
3M
149K
Workers at
Starbucks
Workers at
Call Centers
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5. In 2016, Mobile Search Will Produce 70 Billion
Consumer to Business Phone Calls
Internet Call Volumes by Channel
70000
60000
50000
40000
Calls generated from
desktop search
30000
Calls from mobile search
20000
10000
0
2010
Source: BIA/Kelsey (2012)
2011
2012
2013
2014
2015
2016
@johnmbusby @marchex #smx #11c
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6. “Online to Offline” is Massive, & Way Bigger Than
E-Commerce
55%
40%
of shoppers use
smartphones to
find stores
of retail sales are
„research
online, buy offline‟
($1T)
1,660
Online-to-Offline
50% Growth
Pure Offline
1,812
Pure Online
<10% Growth
327
2011
Source: Forrester Research
2012
2013
2014
2015
2016
@johnmbusby @marchex #smx #11c
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7. 6 Things You Need
To Know About
Phone Calls
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8. 1. Why Consumers Call Travel Companies
Source: Marchex Data 2013
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9. You Should Be A Call Advertiser If…
 You take appointments or reservations
 You address urgent needs
 You have a physical location
 You sell something expensive
 You sell a complex product
 Your product has multiple choices
 On the desktop, your prospective
customers fill out forms
 Your customers want to know your
hours or if products are in stock.
@johnmbusby @marchex #smx #11c
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10. 2. Mobile: Calls vs. Forms
Calls: 10
Source: Marchex Data 2013
Forms: 1
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11. 3. There are Four Types of Calls From Search Ads
26%
Sales Calls
42%
Robocalls & Spam
2%
Misdials
Customer Service
30%
Source: Marchex Data 2013
@johnmbusby @marchex #smx #11c
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12. 4. Measuring The 4 Types of Phone Calls From Search
Step 1: Order Tracking Numbers
We supply local and toll free
tracking numbers that ring
seamlessly into your or your
client‟s business.
Step 2: Embed Tracking Numbers Campaign Assets
Any ad/creative/channel
Phone numbers are
dynamically presented on sites
or landing pages based on the
source of the traffic
Source: Marchex Data 2013
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13. 4. Measuring The 4 Types of Phone Calls From Search
Track Calls Across Ad
Campaigns, devices and
Media
Measure Results to improve
performance
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14. Dynamic Tracking: How It works
@johnmbusby @marchex #smx #11c
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15. 5. Enhanced Campaigns: What You Need to Know
About Balancing Mobile & Desktop
Google Enhancements
Challenges
 Google decides budget allocation
 One account for all device types
 One keyword list across both
mobile and desktop means ONE
budget for both
 Day-parting, proximity and device type
messaging promises to help
advertisers target the right consumer
at the right time
 Advertisers will need to locate the
trigger points for budget allocation
if device targeting is a strong
requirement for success
@johnmbusby @marchex #smx #11c
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16. 6. How to Measure (Advanced)
Source: Marchex Data 2013
@johnmbusby @marchex #smx #11c
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17. Marchex is a Mobile Advertising &
Technology Company
=
+100K
100Ms
Customer
scale
Annual Call
Scale
21
Patents Granted and
Pending
CALLS
400 / 50%
+$130M
Total People /
Engineering
Annual Call
Revenue
17