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 Development...
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.,...
Mobile SEM Trends   Breakdown of Non-Computer Device Traffic (U.S.A.)              Source: comScore Device Essentials, U.S...
Mobile SEM Trends      U.S.A Share of Non-Computer Traffic          Source: comScore Device Essentials, U.S., November 201...
Mobile SEM Trends     Mobile Search Advertising Spending in USA         Source: Efficient Frontier data, Macquarie Capital...
Mobile SEM Trends Breakdown of Mobile Search Advertising Spend by Property          Source: Efficient Frontier data, Macqu...
Mobile SEM Trends          Household Devices Ownership               Source: The Next Web, November 2011 - Singapore among...
Mobile SEM Trends      Share of Traffic from Non-Computer Devices               Source: comScore Device Essentials, August...
Mobile SEM Trends        Mobile Share of Non-Computer Traffic              Source: comScore Device Essentials, August 2011...
Desktop SEM vs Mobile SEM                                 Key Differences                                       Desktop SE...
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. Crea...
Mobile SEM Basics & Optimization1. Keyword Generation   for Mobile Devices.2. Include Call-to-Action   in Ad Text*.3. Crea...
Mobile SEM Basics & Optimization1. Keyword Generation   for Mobile Devices.2. Include Call-to-Action   in Ad Text*.3. Crea...
Mobile SEM Basics & Optimization1. Keyword Generation   for Mobile Devices.2. Include Call-to-Action   in Ad Text*.3. Crea...
Mobile SEM Basics & Optimization1. Keyword Generation   for Mobile Devices.2. Include Call-to-Action   in Ad Text*.3. Crea...
Mobile SEM Basics & Optimization1. Keyword Generation   for Mobile Devices.2. Include Call-to-Action   in Ad Text*.3. Crea...
Mobile SEM Basics & Optimization1. Keyword Generation   for Mobile Devices.2. Include Call-to-Action   in Ad Text*.3. Crea...
Mobile SEM Basics & Optimization1. Keyword Generation     Always2. Ad Text*.                          Ongoing3. Mobile Lan...
Mobile Campaign OptimizationTips1. Keyword Generation   for Mobile Devices.- Search Term Report                          A...
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. ...
Any Questions?
The End & Thank You for Your Time.
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SES Singapore 2011 - Mobile SEM for Smartphone and Tablet Devices

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

  1. 1. SEM for Smartphone andTablet DevicesSamuel Goh,SEM Manager, SingTel Digital Media @samuelgohmh
  2. 2. AgendaMobile SEM Trends USA and SingaporeDesktop SEM vs Mobile SEMMobile SEM Basics & OptimizationFuture Developments in Mobile SEM
  3. 3. No Two Mobile Devices Are Made Equal
  4. 4. 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
  5. 5. 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%
  6. 6. 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%
  7. 7. 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!
  8. 8. 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!
  9. 9. Mobile SEM Trends Household Devices Ownership Source: The Next Web, November 2011 - Singapore among the top in Non-computer devices ownership.
  10. 10. Mobile SEM Trends Share of Traffic from Non-Computer Devices Source: comScore Device Essentials, August 2011 - Singapore Leads in Non-PC Traffic (7.2%)
  11. 11. Mobile SEM Trends Mobile Share of Non-Computer Traffic Source: comScore Device Essentials, August 2011 - Singapore among the top in Mobile Traffic (4.4%)
  12. 12. 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
  13. 13. Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.
  14. 14. Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.2. Include Call-to-Action in Ad Text*.
  15. 15. Mobile SEM Basics & Optimization1. Keyword Generation for Mobile Devices.2. Include Call-to-Action in Ad Text*.3. Create a “Mobile” Only Campaign*.
  16. 16. 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”.
  17. 17. 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.
  18. 18. 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.
  19. 19. 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.
  20. 20. 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.
  21. 21. 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.
  22. 22. Mobile SEM Basics & Optimization1. Keyword Generation Always2. Ad Text*. Ongoing3. Mobile Landing Page. Effort
  23. 23. 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.
  24. 24. Future Developments in Mobile SEM1. Clickable Phone Number.
  25. 25. Future Developments in Mobile SEM1. Clickable Phone Number.2. Phone Thru Rate (PTR) and Phone Call Quality Score.
  26. 26. Future Developments in Mobile SEM1. Clickable Phone Number.2. Phone Thru Rate (PTR) and Phone Call Quality Score.3. Mobile Landing Page Quality Score.
  27. 27. Any Questions?
  28. 28. The End & Thank You for Your Time.

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