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SearchLeeds, Mel Hyde 'How to maximise potential from an ongoing shift in device usage'


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Group Head of Paid Search, Mel Hyde discusses how to maximise potential from an ongoing shift in device usage. Mel is responsible for ensuring the right strategy is applied to Branded3’s PPC client accounts and that all accounts deliver performance, efficiency and growth. With a truly integrated approach to our client’s digital campaigns.

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SearchLeeds, Mel Hyde 'How to maximise potential from an ongoing shift in device usage'

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  3. 3. B3 How To Maximise Potential From An Ongoing Shift In Device Usage Melanie Hyde – Branded3
  4. 4. The Next 20 Minutes Melanie Hyde • Introduction • What’s happened to the search landscape with device usage increasing? • What does this mean for advertisers and agencies? • What to take away from this presentation that can maximise the potential of your mobile traffic? • Questions
  5. 5. B3 The shift in device usage; the impact that this is having on advertisers and our take on how to understand and maximise the potential in Search
  6. 6. B3 Device Trend – Mobile vs. Desktop 51 62 68 71 74 0 10 20 30 40 50 60 70 80 2012 2013 2014 2015 2016 Percentage of people who use a smartphone 79 79 76 75 73 70 71 72 73 74 75 76 77 78 79 80 2012 2013 2014 2015 2016 Percentage of people who use a computer
  7. 7. B3 Typical Client Experience: More Search on Mobile YOY, with less volume coming through Desktop. Although we see a drop in desktop traffic, it’s CR% is going up. Can we make the assumption?: Mobile is Research Device Desktop is Purchase Device
  8. 8. B3 Search is the most common starting point for mobile research
  9. 9. B3 • Mobile consumer spending expectation that 42% of all retail sales will involve a mobile device in some way. • Less than 3% of retailers believe their business is mobile ready and a further 70% said that they didn’t offer a mobile website or mobile app for consumers • Sales made through apps now account for a third (33%) of all retail spend on mobiles, despite only 10% of retailers offering one. Consumers are spending on Mobile
  10. 10. B3 What does this mean for advertisers?: - It’s becoming increasingly more difficult to track a consumers activity across device - Harder to make informed decisions on when, where and how to target consumers
  11. 11. B3 Key things that can help you maximise the potential of mobile traffic, through understanding and effective targeting
  12. 12. B3 Challenge your agency to think and act mobile first - Through every stage of optimisation - Lots of talk and not enough action
  13. 13. B3 Understand Attribution Across Device Multitude of third parties who can help you understand your audience and aid effective targeting - Remarketing and retargeting across device - Look at cross device tracking tools to understand journeys - Match email addresses, to improve personalisation across offline and online channels - Match CRM data and audience lists
  14. 14. B3 Google Product Launches – Make the most of local search Nearly a third of all mobile search is used for local store search
  15. 15. B3 Move towards the audience rather than the keyword The key now is to track the audience and target them at the point of purchase when is easiest for them
  16. 16. B3 CRM DATA – Custom segmented audience lists Transactions Segments Research Response & Intent Behaviours Retargeting on mobile/desktop CRM Retargeting CRM Communications Site Personalisation & CRO Prioritise content and channel with audience insight
  17. 17. B3 Questions? B3