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SES Singapore 2011 - Mobile SEM for Smartphone and Tablet Devices
 

SES Singapore 2011 - Mobile SEM for Smartphone and Tablet Devices

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    SES Singapore 2011 - Mobile SEM for Smartphone and Tablet Devices SES Singapore 2011 - Mobile SEM for Smartphone and Tablet Devices Presentation Transcript

    • SEM for Smartphone andTablet DevicesSamuel Goh,SEM Manager, SingTel Digital Media @samuelgohmh
    • AgendaMobile SEM Trends USA and SingaporeDesktop SEM vs Mobile SEMMobile SEM Basics & OptimizationFuture Developments in Mobile SEM
    • No Two Mobile Devices Are Made Equal
    • Mobile SEM Trends U.S.A Share of Computer & Non-computer Traffic Source: comScore Device Essentials, U.S., August 2011 6.8% of All Traffic in August 2011
    • Mobile SEM Trends Breakdown of Non-Computer Device Traffic (U.S.A.) Source: comScore Device Essentials, U.S., August 2011End June 2011, 6.2% -> End August 2011, 6.8%
    • Mobile SEM Trends U.S.A Share of Non-Computer Traffic Source: comScore Device Essentials, U.S., November 2011 Mobile – 63.3% Tablets – 30.4%
    • Mobile SEM Trends Mobile Search Advertising Spending in USA Source: Efficient Frontier data, Macquarie Capital (USA), November 2011 2012 Projection -Mobile SEM to contribute 16% - 22%! -14.2% in October 2011!
    • Mobile SEM Trends Breakdown of Mobile Search Advertising Spend by Property Source: Efficient Frontier data, Macquarie Capital (USA), November 2011 Google controls 96% of Mobile SEM searches!
    • Mobile SEM Trends Household Devices Ownership Source: The Next Web, November 2011 - Singapore among the top in Non-computer devices ownership.
    • Mobile SEM Trends Share of Traffic from Non-Computer Devices Source: comScore Device Essentials, August 2011 - Singapore Leads in Non-PC Traffic (7.2%)
    • Mobile SEM Trends Mobile Share of Non-Computer Traffic Source: comScore Device Essentials, August 2011 - Singapore among the top in Mobile Traffic (4.4%)
    • Desktop SEM vs Mobile SEM Key Differences Desktop SEM Mobile SEM Number of Ads 11 5 Length of Search Query Longer Shorter Localized Results No Yes Average Cost Per Click (CPC)* Lower Higher Click Thru Rate (CTR)* Lower Higher Conversion Rates* Higher Lesser
    • Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.
    • Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.2. Include Call-to-Action in Ad Text*.
    • Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.2. Include Call-to-Action in Ad Text*.3. Create a “Mobile” Only Campaign*.
    • Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.2. Include Call-to-Action in Ad Text*.3. Create a “Mobile” Only Campaign*.4. Choose only “Mobile Devices” and/or “Tablets”.
    • Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.2. Include Call-to-Action in Ad Text*.3. Create a “Mobile” Only Campaign*.4. Choose only “Mobile Devices” and/or “Tablets”.5. Turn on Call Extensions.
    • Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.2. Include Call-to-Action in Ad Text*.3. Create a “Mobile” Only Campaign*.4. Choose only “Mobile Devices” and/or “Tablets”.5. Turn on Call Extensions.
    • Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.2. Include Call-to-Action in Ad Text*.3. Create a “Mobile” Only Campaign*.4. Choose only “Mobile Devices” and/or “Tablets”.5. Turn on “Call Extensions”.6. Create a Mobile Landing Page.
    • Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.2. Include Call-to-Action in Ad Text*.3. Create a “Mobile” Only Campaign*.4. Choose only “Mobile Devices” and/or “Tablets”.5. Turn on “Call Extensions”.6. Create a Mobile Landing Page.
    • Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.2. Include Call-to-Action in Ad Text*.3. Create a “Mobile” Only Campaign*.4. Choose only “Mobile Devices” and/or “Tablets”.5. Turn on “Call Extensions”.6. Create a Mobile Landing Page.
    • Mobile SEM Basics & Optimization1. Keyword Generation Always2. Ad Text*. Ongoing3. Mobile Landing Page. Effort
    • Mobile Campaign OptimizationTips1. Keyword Generation for Mobile Devices.- Search Term Report Always- GA Reports- Conversions, Clicks, Ongoing CTR etc.2. Ad Text. Effort- Always Test, Test and Test- Ad Report3. Mobile Landing Page.
    • Future Developments in Mobile SEM1. Clickable Phone Number.
    • Future Developments in Mobile SEM1. Clickable Phone Number.2. Phone Thru Rate (PTR) and Phone Call Quality Score.
    • Future Developments in Mobile SEM1. Clickable Phone Number.2. Phone Thru Rate (PTR) and Phone Call Quality Score.3. Mobile Landing Page Quality Score.
    • Any Questions?
    • The End & Thank You for Your Time.