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Mobile Volume and Value By Andy Taylor

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: The New Dynamics Of Mobile eCommerce. PRESENTATION: Mobile Volume and Value - Given by Andy Taylor, @PronouncedAhndy, Senior Research Analyst - Merkle | RKG. #SMX #31D

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Mobile Volume and Value By Andy Taylor

  1. 1. #SMX #31D @PronouncedAhndy Mobile Paid Search by the Numbers Mobile Volume and Value
  2. 2. #SMX #31D @PronouncedAhndy MOBILE’S CHANGING - GET EXCITED
  3. 3. #SMX #31D @PronouncedAhndy VOLUME
  4. 4. #SMX #31D @PronouncedAhndy Mobile Traffic Share Phone Click Share Headed Up Source: Merkle|RKG Digital Marketing Report, Q2 2015
  5. 5. #SMX #31D @PronouncedAhndy Google Showing 3 Text Ads on Phones 60%   80%   100%   120%   140%   160%   180%   Google  Non-­‐Brand  Text  Ad  Impressions   Phone   Tablet   Desktop  
  6. 6. #SMX #31D @PronouncedAhndy Google Showing 3 Text Ads on Phones 90%   95%   100%   105%   110%   115%   Google  Non-­‐Brand  Text  Ad  Average  PosiFon   Phone   Tablet   Desktop  
  7. 7. #SMX #31D @PronouncedAhndy Very Different Story from Desktop Source: Merkle|RKG Digital Marketing Report, Q1 & Q2 2015
  8. 8. #SMX #31D @PronouncedAhndy Clicks Increasing Faster than Impressions 60%   80%   100%   120%   140%   160%   180%   200%   220%   Google  Non-­‐Brand  Text  Ad  Clicks   Phone   Tablet   Desktop  
  9. 9. #SMX #31D @PronouncedAhndy Brand Text Ad Impressions on Phones Up Too… 80%   90%   100%   110%   120%   130%   140%   Google  Brand  Text  Ad  Impressions   Phone   Tablet   Desktop  
  10. 10. #SMX #31D @PronouncedAhndy No Movement in Brand Average Position 80%   85%   90%   95%   100%   105%   110%   115%   120%   Google  Brand  Text  Ad  Average  PosiFon   Phone   Tablet   Desktop  
  11. 11. #SMX #31D @PronouncedAhndy More Text Ads Not Hurting Phone PLAs… 60%   80%   100%   120%   140%   160%   180%   Google  Product  LisFng  Ad  Impressions   Phone   Tablet   Desktop  
  12. 12. #SMX #31D @PronouncedAhndy Mobile PLAs Getting Bigger (Literally) Before Now
  13. 13. #SMX #31D @PronouncedAhndy PLA Share of Paid Search by Device Non-Brand PLA Click Share 75% on Mobile 49% on Desktop 49% on Tablet Source: Merkle|RKG Digital Marketing Report, Q2 2015
  14. 14. #SMX #31D @PronouncedAhndy VALUE
  15. 15. #SMX #31D @PronouncedAhndy Chill Slide
  16. 16. #SMX #31D @PronouncedAhndy VALUE
  17. 17. #SMX #31D @PronouncedAhndy Phone RPC Relative to Desktop Headed Up •  Better websites from advertisers •  Mobile-friendly update forced upgrades •  Consumers becoming more comfortable with mobile devices Source: Merkle|RKG Digital Marketing Report, Q2 2015
  18. 18. #SMX #31D @PronouncedAhndy Multi-Device Ownership Growing Source: “Digital Democracy Survey” 2014 Deloitte Development LLC Directly measured revenue per click no longer sufficient for measuring paid search value…
  19. 19. #SMX #31D @PronouncedAhndy Cross-Device Impact Growing Source: Merkle|RKG Digital Marketing Report, Q2 2015
  20. 20. #SMX #31D @PronouncedAhndy Measuring Offline Impact Estimated Store Visits •  Users tracked by GPS to store locations •  Tracked visits extrapolated by Google to estimate total number of store visitors with a paid search click In-Store Conversion Tracking •  Users tracked from online click to in-store purchase with the help of third party partners •  Tracked purchases are not extrapolated, with reps providing match rates for each advertiser
  21. 21. #SMX #31D @PronouncedAhndy Offline Conversion Tracking 16% 19% 12% 10% 11% 12% 13% 14% 15% 16% 17% 18% 19% 20% Overall Brand Non-Brand Lift in Google PPC Orders from Including Tracked Offline Conversions* 2014 Holiday Season - Brick and Mortar Retailers * Offline transactions not extrapolated to account for untracked purchases
  22. 22. #SMX #31D @PronouncedAhndy Offline Impact Greater on Phones 19%   32%   9%   0%   5%   10%   15%   20%   25%   30%   35%   Desktop   Phone   Tablet   Overall Lift in Google PPC Orders from Including Tracked Offline Conversions* 2014 Holiday Shopping Season - Apparel Retailer * Offline transactions not extrapolated to account for untracked purchases
  23. 23. #SMX #31D @PronouncedAhndy Offline Conversion Tracking Lift from Offline Orders Lower During Holiday Shopping Season 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Overall Lift in Paid Search Orders from Tracked Offline Conversions* Apparel Retailer * Offline transactions not extrapolated to account for untracked purchases
  24. 24. #SMX #31D @PronouncedAhndy Offline Conversion Tracking Lift from Offline Orders Lower During Holiday Shopping Season
  25. 25. #SMX #31D @PronouncedAhndy Offline Conversion Tracking Lift Gets Bigger in Days Just Before Christmas as a Result of Shipping Deadlines 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Overall Lift in Paid Search Orders from Tracked Offline Conversions* Apparel Retailer * Offline transactions not extrapolated to account for untracked purchases
  26. 26. #SMX #31D @PronouncedAhndy OTHER MOBILE HAPPENINGS
  27. 27. #SMX #31D @PronouncedAhndy Google Buy Button, er…Purchases on Google Potential to Provide Mobile Shoppers with a Streamlined Purchasing Method Across Retailers Scale is Vital to Making it Valuable
  28. 28. #SMX #31D @PronouncedAhndy Google Local Pack Update
  29. 29. #SMX #31D @PronouncedAhndy Google Local Pack Update 34%   116%   50%   0%   20%   40%   60%   80%   100%   120%   140%   Desktop   Phone   Tablet   Q2  Y/Y  Google  Brand  Text  Ad  CPC  Increases   Brand Ads Give Advertisers Control of Messaging for Phone Searches on Their Brand Names BUT
  30. 30. #SMX #31D @PronouncedAhndy MOBILE OUTLOOK
  31. 31. #SMX #31D @PronouncedAhndy Mobile Outlook Mobile Paid Search Volume Mobile Paid Search Value
  32. 32. #SMX #31D @PronouncedAhndy Mobile Outlook Mobile Organic Visit Growth Likely to Slow
  33. 33. #SMX #31D @PronouncedAhndy THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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