Comscore - Mobile Search
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Comscore - Mobile Search

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comScore and the search agency are presenting some key points of mobile search marketing....

comScore and the search agency are presenting some key points of mobile search marketing.

Searches on mobile devices have increased 300% since 2010 and Google estimates that, in the next 18 months, 15-30% of searches will take place on mobile devices. Now that mobile search has reached such a critical mass and agencies and marketers alike have real opportunities to drive traffic via mobile phones, learn what you can do to attract customers and stay ahead of the competition.

By Eli Goodman & Mike Solomon
27 Avril 2011

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Comscore - Mobile Search Comscore - Mobile Search Presentation Transcript

  • Mobile Search: Techniques and Tactics for MarketersFollow along using #mobileppcEli Goodman & Mike Solomon*Note: A copy of this presentation will be sent to all attendees within 2-3 business days
  • Our Presenters Eli Goodman Mike Solomon Search Evangelist VP Marketing Strategy comScore, Inc. The Search Agency © comScore, Inc. Proprietary. 2
  • comScore Customer Knowledge Platform: A granular 360° view of themultitude of online activities for 2 million global users Designed to be representative of the total online population. © comScore, Inc. Proprietary. 3 TRUSTe certified for information privacy & security.
  • © comScore, Inc. Proprietary. 4
  • Agenda• State of Mobile • Carrier, OEM, Platform Share • iPad & Tablet Loyalty• Mobile Search • Size • Frequency • Demographics• Mobile Strategy• Campaign Setup• Optimization• What can I do Monday morning? © comScore, Inc. Proprietary. 5
  • 43.9% of US Mobile Phone Owners Browse the Mobile Internet, UseApplications or Download Content (Mobile Media Users) The number of people who are just using voice has declined 16% year on year. Mobile Media usage has grown 20% year on year with February 2011 seeing 16.8 million additional mobile media users Mobile Market Segments Mobile Market Segments – February 2010 February 2011 Mobile Mobile Media Media 36.7% 43.9% Voice & 85.7 million Voice & SMS Only 102.5 million SMS Only 63.3% 56.1% Product: MobiLens © comScore, Inc. Proprietary. 6
  • Carrier Market Share: United States – February 2011In the US, Verizon and AT&T control over half of the mobile phone carrier market. Operator Share (US) US Cricket Cellular 2% 2% MetroPCS 3% Other 2% Sprint Prepaid 4% Tracfone 6% Verizon 31% T-Mobile 10% Sprint AT&T 12% (Cingular) 27% © comScore, Inc. Proprietary. 7 Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011
  • Devices Market Share: United States – February 2011 In the US, Samsung and LG maintain nearly equal shares of the device market, accounting for nearly half of the total as a group OEM Share (US) Sony Ericsson 1% Sanyo 2% Kyocera Palm 1% 2% Nokia 6% Apple 7% Samsung 25% RIM 9% Other 9% LG 21% Motorola 16% © comScore, Inc. Proprietary. 8 Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011
  • Smartphone Platform Market Share: US In the US, Google is the leading Smartphone Platform in the three months ending February 2011, followed by RIM and Apple. Smartphones make up 30% of Smartphone Market Share the US Mobile Phone Market Palm Symbian Subscribers (MM) 3% 2% Microsoft Google: 22.9 MM 8% RIM: 20.1 MM Apple : 17.5 MM Non- Microsoft: 5.4 MM Smartphone Palm: 1.9 MM Google 70% Smartphone Symbian: 1.6 MM 33% 30% Apple 25% Subscribers (MM) RIM 29% Smartphones: 69.5 MM Non-Smartphones: 164.5 MM Mobile Subscribers: 234.0 MM © comScore, Inc. Proprietary. 9 Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011.
  • Tablet Ownership27% of iPad owners are brand loyal Apple iPhone owners and 14% of iPad owners use anAndroid Phone Tablet Ownership 7.8MM 1.1MM 100% 1% 2% 3% 6% Apple iOS vs. Android OS Across Media Devices 17% 16% Total Installed Share (%) of 80% Base (000) Mobile Subscribers 14%% of Mobile Audience 26% 60% 234,000 100.0% Total Subscribers 27% 4% 40% Apple iOS 37,868 16.2% 47% 20% 36% Android OS 23,763 10.2% 0% Apple iPad Android Tablet (Archos Internet Tablet & Samsung Galaxy Tab) Not Smartphone Apple Google RIM Microsoft Palm Data: Three Month ending Feb 2011 © comScore, Inc. Proprietary. 10 Source: comScore Mobilens US
  • REACH - Facebook and Google Search Lead US Market on Both Mobile and PC Facebook is the leader in brand market share on mobile with 52% reach Google Search is largest desktop brand and second on mobile 37% reach Brand Market Share - Desktop vs. Mobile 80% 74% 73% 70% 60% 52% 50% 50% 44%% Group 40% 37% 37% 36% 30% 29% 30% 27% 25% 24% 22% 21% 21% 19% 17% 20% 17% 12% 11% 14% 10% 10% 10% 0% Desktop Browsers PC Browsers Mobile Browsers Product: MobiLens / Media Metrix Data: February 2011 © comScore, Inc. Proprietary. 11 Country: US
  • Search is Consistently Top Activity Among Mobile BrowsingAudience 48% of Mobile Browsers search * In comparison, 89% of Desktop Internet browsers search. Top Genres for Mobile Browsing General Reference 17.2% Movie Information 20.1%Stock Quotes or Financial News 20.4% Tech News 21.0% Maps 21.6% Photo or Video Sharing 23.1% Work Email 24.1% Entertainment News 28.2% Sports Information 29.5% IM 30.0% News 36.1% Weather 37.1% Social Networking 42.0% Personal Email 46.5% Search 47.8% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% * Not taking App only users into account Product: MobiLens © comScore, Inc. Proprietary. 12 Data: Three month average ending Feb 2011
  • Number of Mobile Search Users Continues to Grow Steadily (000) Up 37% Year over Year 60000 55000 ~ 53MM 50000 45000 40000 Used 35000 Search 30000 Jun 10 Jan 11 Mar 10 Jul 10 Aug 10 Sep 10 Nov 10 Dec 10 Apr 10 Oct 10 Feb 10 Feb 11 May 10 © comScore, Inc. Proprietary. 13 Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011
  • Mobile Search Users Continues to Grow Steadily – Frequency Both Daily and Weekly users outdistancing overall growth (000) 25,000 20,000 Weekly up 40% Mobile Audience 15,000 10,000 Daily up 56% 5,000 0 Almost every day At least once each week Once to three times throughout the month © comScore, Inc. Proprietary. 14 Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011
  • Mobile Searcher Demographics Skews Index against Total Mobile Search Population 300 250 200 150 Average 100 Likelihood 50 0 © comScore, Inc. Proprietary. 15 Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011
  • The Time is Now for Mobile Mobile CPCs are 30% less than desktop  Mobile CTR is roughly 5x higher than desktop Source: TSA data on file; 13 accounts from Nov. 2010–Feb. 2011. © comScore, Inc. Proprietary. 16
  • Agenda• State of Mobile • Carrier, OEM, Platform Share • iPad & Tablet Loyalty• Mobile Search • Size • Frequency • Demographics• Mobile Strategy• Campaign Setup• Optimization• What can I do Monday morning? © comScore, Inc. Proprietary. 17
  • Mobile Strategy Start with your end goal – Sales – Leads – Site visits – YouTube views – App downloads – Foot traffic Identify your mobile assets – Mobile website – Mobile landing pages – Call center (yes, this is a mobile asset) © comScore, Inc. Proprietary. 18
  • Mobile Strategy: Assess Your Mobile Footprint How much do I already spend on mobile? – By default, Google and Bing run new campaigns on mobile devices. – AdWords interface shows what portion of clicks and conversions come from mobile devices. If 10% or more of a campaign’s clicks come from mobile devices, consider targeting separately. © comScore, Inc. Proprietary. 19
  • Campaign Setup: Mobile Targeting Google allows targeting by specific devices, operating systems, and carriers. Menu located within campaign settings tab. Further tablet targeting expected later this year. © comScore, Inc. Proprietary. 20
  • Campaign Setup: Targeting Mobile Users Targeting Smartphones • Generally, target all devices together unless: • Pointing click-to-download ads to an app store • Website or app tailored to a device • Landing page uses Flash Targeting Tablets • Tablet devices display full search-engine results pages; pairing these with desktop PCs is a good place to start. • AdWords can target iPads; other tablets to come in June. • As tablet adoption broadens, it will make sense to create tablet-only campaigns in your account. © comScore, Inc. Proprietary. 21
  • Campaign Setup: Selecting Keywords Mobile searches differ from desktop searches – Real-time and task driven – Local and geo-modified – Shorter keyword strings• Hyperlocal results.• Phone numbers and • Combination of broad and local targeting. targeted map listings • Wide number of map listings encourages spur searcher to further research. action. © comScore, Inc. Proprietary. 22
  • Campaign Setup: Selecting Keywords Best resources for mobile-search keyword selection – Existing account: High-performing keywords – Mobile modifiers: Test geomodifiers, as appropriate – Google mobile keyword selection tool Open advanced settings and filter for mobile traffic © comScore, Inc. Proprietary. 23
  • Optimization: Ad Copy  Target your call to action to mobile searchers – Shorter attention span—get to the point! – Time-sensitive question—provide the answer!  Test various ad extensions Opt your If you don’t have aAd Sitelinks AdWords mobile website,provide links to campaign into use click-to-call-more specific phone extensions only ads, where Location extensionspages on your to display a only phone promote yoursite. clickable phone number is business location number clickable. on a map. © comScore, Inc. Proprietary. 24
  • Optimization: Landing Pages Choose landing page based on your conversion goal Conversion-Path Options • Click to call • Click to mobile landing page • Click to download (iTunes or Android app stores) • Click to video (e.g., YouTube) • Click to map • Click to interstitial (custom experience) • Click to lead form 15-second rule: Can the user complete the action in 15 seconds? © comScore, Inc. Proprietary. 25
  • Optimization: Collecting and Measuring Data Know your end goal Track data across all channels Optimize to conversions Online Conversions Mobile Marketing is Mobile Integrated Conversions Marketing Offline Conversions © comScore, Inc. Proprietary. 26
  • Optimization: Collecting and Measuring Data Data types Online Data Offline DataClicks resulting in calls Phone callsClicks resulting in online conversions In-store salesOnline coupons Mobile-specific couponsPage views and site interaction Consumers visiting storeApp downloadsMap views © comScore, Inc. Proprietary. 27
  • Optimization: Bid Management Compare CPC on mobile vs. desktop – If you’re managing mobile and desktop ads in the same campaign, you’re likely under- or over-bidding for both.• Launch new mobile keywords with aggressive bids – Establish strong quality score – Secure top two positions –Mobile screens are small. Top 2 ads show above organic results Bid aggressively on general keywords – Mobile searches still tend to be short (although they’re lengthening with voice search) © comScore, Inc. Proprietary. 28
  • What Can I Do Monday Morning? Improve your ROI from mobile search Monday Morning Checklist Mobile opportunity analysis • What percentage of my search traffic is mobile? Account structure • Create mobile-specific campaigns. • Target by mobile device. Campaign settings • Separate iPad traffic, if warranted. • Start with existing desktop-targeted keyword Keyword selection list. • Create a call to action that resonates with Ad copy mobile users. • Start with click-to-call-only ads if you don’t have Landing pages mobile assets. Bid management • Define conversion metrics and CPA goal. © comScore, Inc. Proprietary. 29
  • Thank you! Eli Goodman egoodman@comscore.com @LosBuenos Mike Solomon msolomon@thesearchagency.com © comScore, Inc. Proprietary. 30