This document discusses strategies for succeeding in mobile search. It recommends focusing on granular targeting using geo, device, user intent, day parting, demographic and real life solutions area bid modifiers. It also recommends adopting assisted conversion bidding and focusing on first party data and cross-device tracking to measure attribution and optimize mobile search campaigns. The goal is to drive more traffic to the most profitable channels and locations to increase lifetime customer value.

1. Succeeding in Mobile Search
Alex Otrezov

2. 2
Hotwire SEM
>75%

3. 3
Hotwire SEM
>70%

4. External Mobile Influencers
4

5. Adoption

6. Faster

7. Cost of Mobile Service

8. Screen size

9. SERP

10. Mobile Ad Revenue

11. 1st Party Data/Attribution
11

12. 1st Party Data

13. Cross-device Tracking

14. Attribution

15. Product
15

16. mWeb

17. App

18. App

19. Targeting
19

20. Granularity
Geo bid modifier:
Tourist areas,
airports, etc
+10%
Device bid
modifier:
Mobile +20%
User intent bidding:
“Last minute hotels”
– $1.5
“hotels near me” -
$1.75
“hotels san
francisco” – $1.7
“hotels” - $1
Day parting bid
modifier: 4PM-
11PM+5%
Demographics bid
modifier:
Male +10%
Age 30-25 +5%
RLSA bid modifier:
Billing page+20%
Assisted Conversion
Bidding
DTA
0-3 +30%

21. 21
Hotwire SEM
LTV

22. 22
Hotwire SEM
App vs mWeb