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Reinventing your Search Marketing Strategy for a Mobile World

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Think your search strategy is performing well? It may be time for a reality check. Mobile ad spending is growing at 3x the rate of desktop digital ad spending. Next year mobile search queries are expected to overtake desktop search queries. So do marketers continue trying to convert mobile users with conversion techniques built for desktop?

Our panel of SEM experts explore:

- Hands on tactics to rethink your paid search strategy to win at mobile
- How to optimize for all conversion paths - and boost your performance results as a result
- Paid Search 3.0 - the newest tools and technologies on the market to give you the growth you want

Published in: Marketing
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Reinventing your Search Marketing Strategy for a Mobile World

  1. 1. Reinventing Your Search Strategy for a Mobile World Eric Holmen President, Invoca Tad Miller VP Accounts, Marketing Mojo Hands on tactics to rethink your paid search strategy and win at mobile Panelists: Jessica Snavely Digital Marketing Manager, Sungard AS
  2. 2. Today’s Agenda Call with basic information request 1. Speaker Introductions 2. The State of Mobile Search Marketing 3. Panelist Q&A a) Mobile Search 101 b) Paid Search 3.0 c) The Challenge of Attribution & Analytics 4. Where to go from here? Tweet your questions and comments to @Invoca #mobileSEM
  3. 3. Meet the Panelists • 20+ years experience in SaaS Digital Marketing • Former SVP of Marketing & Sales at Silverpop, President & CMO at SmartReply • Multiple patent holder for marketing processes and innovations Eric Holmen President, Invoca @Invoca #mobileSEM
  4. 4. Meet the Panelists • Vice President of Accounts of Marketing Mojo. A Digital Marketing Agency – Headquartered in Charlottesville, VA • Managed PPC/SEO for Mazda USA, Toyota Certified Used Vehicles, Taco Bell, Wildfire Interactive, Activision-Call of Duty, LexisNexis • Managed about $50 Million of online advertising Tad Miller VP Accounts, Marketing Mojo @Invoca #mobileSEM
  5. 5. Meet the Panelists Jessica Snavely Digital Marketing Manager, Sungard AS • 10+ years in digital marketing • Former Digital Marketing Manager: SEO and PPC at Red Ventures, managed dozens of accounts with high-value SEO domains and multi-million dollar PPC budgets • Started career in digital marketing by founding and managing online book store, driving 6 figure revenues @Invoca #mobileSEM
  6. 6. The State of Mobile Search Marketing
  7. 7. Mobile Search is growing. Fast. Mobile search ad spend grew over 120% in 2013. It’s estimated to grow another 82% in 2014, and outpace desktop search by 20150 20 40 60 80 100 120 2011 2012 2013 2014 2015 2016 Mobile Search Leads to Inbound Call Growth. Billionsofcalls(USonly) @Invoca #mobileSEM
  8. 8. 70% of mobile searchers have used the call button to connect with businesses from the search results page. Google // Nielson // Microsoft // Forrester // BIA/Kelsey // US Contact Center It’s changing how users interact with search results. 67% of consumers start shopping on one device and continue on another. 61% of mobile searchers say the call is the most important step in the purchase process. @Invoca #mobileSEM
  9. 9. Search campaigns drive online conversions (clicks) and offline conversions (calls). @Invoca #mobileSEM
  10. 10. 73 billion calls will be driven by mobile search in 2018. Source: BIA Kelsey, “Phone Calls: The New Currency of the Smartphone Era”@Invoca #mobileSEM
  11. 11. But Conversion Techniques Built for Desktops Don’t Work on Mobile Source: Monetate eCommerce Quarterly Report Smartphones convert at just of the rate of traditional desktop or tablet devices. 25 - 33%
  12. 12. Mobile Search Today: The Essentials
  13. 13. How is mobile search different from desktop, from a tactical point of view? Mobile Search Today: The Essentials @Invoca #mobileSEM
  14. 14. What are key considerations for mobile strategy? Mobile Search Today: The Essentials @Invoca #mobileSEM
  15. 15. What are some of the most disruptive factors affecting mobile search today? Mobile Search Today: The Essentials @Invoca #mobileSEM
  16. 16. Paid Search 3.0
  17. 17. What are the biggest opportunities for growth with mobile search? Paid Search 3.0 @Invoca #mobileSEM
  18. 18. Remarketing – where and how much should you be investing? Paid Search 3.0 @Invoca #mobileSEM
  19. 19. The Challenge of Attribution & Analytics
  20. 20. What are the most important KPIs for mobile search? The Challenge of Attribution & Analytics @Invoca #mobileSEM
  21. 21. What are the biggest attribution and analytics challenges for search marketers today? The Challenge of Attribution & Analytics @Invoca #mobileSEM
  22. 22. How do you track of offline conversions? The Challenge of Attribution & Analytics @Invoca #mobileSEM
  23. 23. Call with basic information request Get a demo: http://go.invoca.com/demo marketing@invoca.com 877-869-2944

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