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March 5, 2015
How Proper
Measurement
Can Help
Increase Your
Mobile
Investment
Andy Taylor
Senior Research Analyst
@Pronoun...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31Bsearchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
March 5, 2015
How Proper
Measurement
Can Help
Increase Your
Mobile
Inve...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Source: Merkle|RKG Digital Marketing Report
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Phones account for 21% of paid search traffic, but just 10% of spend.
S...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Phone CPC vs Desktop
Phone CPC running significantly below desktop CPC ...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Phone CPC vs Desktop
• Merkle|RKG
Digital Marketing Report
• Kenshoo
20...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Phone CPC vs Desktop
• Merkle|RKG
Digital Marketing Report
• Kenshoo
20...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Google CPC Down 3%
from Q3-Q4 and Y/Y
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Segments of users with above average mobile value:
Identify Mobile Swee...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Source: Merkle|RKG Digital Marketing Report
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Multi-Device Ownership Rising
Source: “Digital Democracy Survey.” Deloi...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
1
Customer shops on the mobile site and adds an item to
their cart.
2 A...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Phone Calls
Both in ad copy and
on the landing page,
advertisers can
pr...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
13%
Online Orders Phone Orders Online Orders Phone Orders
Average Order...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
App Downloads
Advertisers can push
app downloads in
place of on-site
co...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Store Locators
Track users looking
up store locations to
measure offlin...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
45%
36%
40%
Store Locator Email Text
Desktop Tablet Mobile
Share of Mic...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Quantify Offline Sales Driven by
Online Marketing
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
+33%
Paid Search ROAS Paid Search ROAS +
Offline Sales
Online Advertisi...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
+90%
+278%
Desktop Phone
Google In-Store Transactions Beta
Lift in Paid...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Google In-Store Transactions Beta: Non-Brand
Lift in Non-Brand Paid Sea...
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Acknowledge the Branding Impact
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Google Brand Awareness Study
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Google Brand Awareness Study
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
Desktop Phone
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
searchmarketingexpo.com
@PronouncedAhndy
#SMX #31B
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How Proper Measurement Can Help Increase Your Mobile Investment

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Getting The Most From Your Mobile PPC Ads. PRESENTATION: How Proper Measurement Can Help Increase Your Mobile Investment - Given by Andy Taylor, @PronouncedAhndy - RKG, A Merkle Company, Senior Research Analyst. #SMX #31B

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How Proper Measurement Can Help Increase Your Mobile Investment

  1. 1. March 5, 2015 How Proper Measurement Can Help Increase Your Mobile Investment Andy Taylor Senior Research Analyst @PronouncedAhndy
  2. 2. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  3. 3. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  4. 4. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  5. 5. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  6. 6. searchmarketingexpo.com @PronouncedAhndy #SMX #31Bsearchmarketingexpo.com @PronouncedAhndy #SMX #31B
  7. 7. searchmarketingexpo.com @PronouncedAhndy #SMX #31B March 5, 2015 How Proper Measurement Can Help Increase Your Mobile Investment Andy Taylor Senior Research Analyst
  8. 8. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Source: Merkle|RKG Digital Marketing Report
  9. 9. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Phones account for 21% of paid search traffic, but just 10% of spend. Source: Merkle|RKG Digital Marketing Report Mobile Share of Paid Search
  10. 10. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Phone CPC vs Desktop Phone CPC running significantly below desktop CPC according to most reports. • Merkle|RKG Digital Marketing Report
  11. 11. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Phone CPC vs Desktop • Merkle|RKG Digital Marketing Report • Kenshoo 2014 Global Online Seasonal Shopping Report Phone CPC running significantly below desktop CPC according to most reports.
  12. 12. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Phone CPC vs Desktop • Merkle|RKG Digital Marketing Report • Kenshoo 2014 Global Online Seasonal Shopping Report • iProspect Paid Search Trends 2013/2014 Year-over-Year Phone CPC running significantly below desktop CPC according to most reports.
  13. 13. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Google CPC Down 3% from Q3-Q4 and Y/Y
  14. 14. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Segments of users with above average mobile value: Identify Mobile Sweet Spots Remarketing lists Demographic segments, such as age or gender Geographic regions
  15. 15. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Source: Merkle|RKG Digital Marketing Report
  16. 16. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  17. 17. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  18. 18. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  19. 19. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  20. 20. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  21. 21. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  22. 22. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  23. 23. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  24. 24. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Multi-Device Ownership Rising Source: “Digital Democracy Survey.” Deloitte Development LLC
  25. 25. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  26. 26. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  27. 27. searchmarketingexpo.com @PronouncedAhndy #SMX #31B 1 Customer shops on the mobile site and adds an item to their cart. 2 After adding said item, customers are given the option to email their cart. 3 This creates the opportunity to: • collect new customer contact information • capture as a conversion event that can be tied back to the eventual order, regardless of device. E-Mail my Cart
  28. 28. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  29. 29. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Phone Calls Both in ad copy and on the landing page, advertisers can promote phone calls to their businesses through paid search. Key Mobile Micro-conversions
  30. 30. searchmarketingexpo.com @PronouncedAhndy #SMX #31B 13% Online Orders Phone Orders Online Orders Phone Orders Average Order Value Phone Orders Driven By Paid Search +70%
  31. 31. searchmarketingexpo.com @PronouncedAhndy #SMX #31B App Downloads Advertisers can push app downloads in place of on-site conversions both in ad copy and on the page. Key Mobile Micro-conversions
  32. 32. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Store Locators Track users looking up store locations to measure offline value driven by online ads. Key Mobile Micro-conversions
  33. 33. searchmarketingexpo.com @PronouncedAhndy #SMX #31B 45% 36% 40% Store Locator Email Text Desktop Tablet Mobile Share of Micro-conversions by Device
  34. 34. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Quantify Offline Sales Driven by Online Marketing
  35. 35. searchmarketingexpo.com @PronouncedAhndy #SMX #31B +33% Paid Search ROAS Paid Search ROAS + Offline Sales Online Advertising ROAS Google In-Store Visits Beta: Non-Brand
  36. 36. searchmarketingexpo.com @PronouncedAhndy #SMX #31B +90% +278% Desktop Phone Google In-Store Transactions Beta Lift in Paid Search Conversions from Measuring Offline Transactions
  37. 37. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Google In-Store Transactions Beta: Non-Brand Lift in Non-Brand Paid Search Conversions from Measuring Offline Transactions +29% +73% Desktop Phone
  38. 38. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Acknowledge the Branding Impact
  39. 39. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Google Brand Awareness Study
  40. 40. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Google Brand Awareness Study
  41. 41. searchmarketingexpo.com @PronouncedAhndy #SMX #31B Desktop Phone
  42. 42. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  43. 43. searchmarketingexpo.com @PronouncedAhndy #SMX #31B
  44. 44. searchmarketingexpo.com @PronouncedAhndy #SMX #31B

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