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New Dynamics of Mobile eCommerce By Eric Couch

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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: The New Dynamics of Mobile eCommerce - Given by Eric Couch, Operations PM, Bing Product Ads / Shopping Campaigns - Microsoft. #SMX #31D

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New Dynamics of Mobile eCommerce By Eric Couch

  1. 1. @ecouch11#SMX | #31D | #bingads Eric Couch, Client Development & Training Manager at Bing Ads The New Dynamics of Mobile eCommerce
  2. 2. @ecouch11#SMX | #31D | #bingads Client Development & Training Manager at Bing Ads Digital Marketing Speaker at SMX, Hero Conf Digital Marketing Writer at Search Engine Land, PPC Hero, Bing Ads Blog, SEMrush PPC Trainer and Educator Dog person, tech geek, lover of all things Fast & Furious.
  3. 3. @ecouch11#SMX | #31D | #bingads Why mobile search is so huge for ecommerce
  4. 4. @ecouch11#SMX | #31D | #bingads Consumers increasingly comfortable using mobile devices for purchases Custora, E-Commerce Pulse Report, May 2015 72%   80%   17%   9%   10%   11%   0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2015 2014 Mobile Orders as % of all eCommerce, 2014 - 2015 Tablet Phone Desktop 2x
  5. 5. @ecouch11#SMX | #31D | #bingads iOS users drive 78% of all m.commerce transactions in the US Custora, E-Commerce Pulse Report, May 2015 22% 17% 78% 82% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2015 2014 Mobile Orders by Platform, 2014 - 2015 iOS Android
  6. 6. @ecouch11#SMX | #31D | #bingads 70% of conversions* happen within 5 hours of mobile search Versus 7 days for desktop search *Conversions include: calls, store visits, and purchases across screens Source: Microsoft Research
  7. 7. @ecouch11#SMX | #31D | #bingads Mobile search plays key role throughout consumer decision journey Sources: Microsoft Research & Ipsos OTX: “Mobile in The Consumer Journey” OPEN TO POSSIBILITY DECISION TO CHANGE EVALUATESHOP SHARE
  8. 8. @ecouch11#SMX | #31D | #bingads The conversion path is long and winding A Nikon digital camera search Microsoft internal data April 2015 nikon d3200 bundle nikon d3200 bundle nikon d3200 bundle deals nikon d5000 nikon d5100 black friday deals nikon d5100 black friday deals nikon d5100 dslr camera nikon d5100 dslr camera nn2 lens bundle nikon d5100 dslr camera nn2 lens bundle deals nikon d5300 deals usa nikon d7100 nikon d5100 body only deals 11-21-14 18:29 10:58 11:17 11:18 14:26 14:27 10:11 10:13 10:1820:5612:07 10:18 11-27-14 11-28-14 No click query Clicked query Good clicked query Converted query BLACK FRIDAYTHANKSGIVING
  9. 9. @ecouch11#SMX | #31D | #bingads The single most important thing you can do to drive mobile traffic
  10. 10. @ecouch11#SMX | #31D | #bingads Mobile ad extensions *Launching Q1, 2015 Location targeting Mobile site links Call Extensions Location Extensions App Extensions*
  11. 11. @ecouch11#SMX | #31D | #bingads Multiple extensions drive greatest engagement with mobile ads Sources: Microsoft Eye-Tracking Study, Bing Ads Internal Data Ad with combination of extensions means larger foot print and more ad elements to draw eye away from competitor’s listings in organic results. Ad without extensions means additional space for competitor’s ads at top of screen, and more attention given to competitor’s listing Mobile ads in position 1 deliver 65%of clicks
  12. 12. @ecouch11#SMX | #31D | #bingads Multiple mobile extensions drive CTR What happens when you layer ad extensions on mobile devices? Location Extensions + Metered Call Extensions + Sitelink Extensions Sources: Microsoft Eye-Tracking Study, Bing Ads Internal Data 18.8% Average CTR Location Extensions + Sitelink Extensions 11.1% Average CTR Call Extensions + Sitelink Extensions 8.4% Average CTR Metered Call Extensions + Sitelink Extensions 7.0% Average CTR
  13. 13. @ecouch11#SMX | #31D | #bingads Mobile Sitelinks: help customers find what they’re looking for
  14. 14. @ecouch11#SMX | #31D | #bingads Call Options Call + Web Call Extension Skype In-Browser Calling Call Forwarding/ Call Metering
  15. 15. @ecouch11#SMX | #31D | #bingads The calls are coming from mobile search Internet call volumes by channel BIA/Kelsey Report: Attribution: The Next Phase in the Age of Mobile Advertising, January 2014 0 1 2 3 4 5 6 7 2,010 2011 2012 2013 2014e 2015e 2016e 10,000 20,000 30,000 40,000 50,000 60,000 Calls generated from organic search Calls generated from mobile search Calls generated from paid search
  16. 16. @ecouch11#SMX | #31D | #bingads Mobile conversions via calls are the final frontier Mobile user use their phones to make calls – crazy! 61%of mobile users “click to call” the business1 Google-sponsored study with 1,088 US adults (25-54); survey/interviews conducted Q3 2012. 2. BIZ/Kelsey April 2014 The number of calls to businesses driven by mobile search is growing at 42% per year and is predicted to fuel a staggering 65 billion calls in 2016.2
  17. 17. @ecouch11#SMX | #31D | #bingads Callers are qualified traffic Quality assessment of selected lead sources BIA/Kelsey April 2014 Excellent Good 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Calls Online form In-person Email Clicks to map Paid leads 38% 39% 26% 29% 19% 15% 28% 20% 28% 15% 10% 10% 66% 58% 54% 44% 29% 26%
  18. 18. @ecouch11#SMX | #31D | #bingads Call tracking enables richer campaign insights
  19. 19. @ecouch11#SMX | #31D | #bingads Location extensions: drive foot traffic, not just web traffic 1Source: Nielsen, The Digital Consumer Report, 2014 of smartphone searchers have used a store locator or location extension in search results to help them find and visit a local store1 One tap to maps & directions 76%
  20. 20. @ecouch11#SMX | #31D | #bingads 3out of 4 purchases resulting from a mobile search actually take a place in a physical store comScore, 15Miles, and Neustar: 7th annual Local Search Study, 2014
  21. 21. @ecouch11#SMX | #31D | #bingads Location targeting: pinpoint mobile searchers
  22. 22. @ecouch11#SMX | #31D | #bingads App Extensions
  23. 23. @ecouch11#SMX | #31D | #bingads Mobile ad extensions drive multiple types of conversions Include cross-channel conversions when evaluating mobile traffic App installsStore visitsPhone calls Purchase
  24. 24. @ecouch11#SMX | #31D | #bingads Getting local with mobile search
  25. 25. @ecouch11#SMX | #31D | #bingads Queries with local intent on the Bing Ads Network Bing internal data, Jan – Feb, 2015
  26. 26. @ecouch11#SMX | #31D | #bingads Local searches from smartphones outpace PC across ages, up to 55+ Bing internal data, Jan – Feb, 2015 0% 5% 10% 15% 20% 25% 30% 35% 40% <=17 18-24 25-34 35-44 45-54 55-64 >=65 Local Searches by Age and Device pc android iphone
  27. 27. @ecouch11#SMX | #31D | #bingads Mobile searchers expect local results xAd/Telmetrics Mobile Path to Purchase, 2014 Consumers expect locations to be within 5 miles of their location when searching from smartphone or tablet Expectations regarding location
  28. 28. @ecouch11#SMX | #31D | #bingads But very few advertisers target 5 miles or fewer in their radius targeting Bing internal data
  29. 29. @ecouch11#SMX | #31D | #bingads The mobile search game- changer The mobile search game-changer
  30. 30. @ecouch11#SMX | #31D | #bingads Let’s make Voice search part of the PPC conversation Siri Cortana Google Now
  31. 31. @ecouch11#SMX | #31D | #bingads Because those digital conversations are already happening Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014 US smartphone users who use mobile personal assistants 38% 39% 59% 71%
  32. 32. @ecouch11#SMX | #31D | #bingads How is voice search being used? Northstar Mobile Voice Study for Google October 2014 43% 38% 31% Call someone Ask for directions Help with homework Teens 40% 39% 31% Ask for directions Dictate texts Call someone Adults
  33. 33. @ecouch11#SMX | #31D | #bingads Are we all confused? Cortana natural language conversational queries, voice Microsoft internal data April 2015 What does the fox say? Weather What time is it? Where am I?
  34. 34. @ecouch11#SMX | #31D | #bingads How is voice search different from text search? More conversational More localMore mobile
  35. 35. @ecouch11#SMX | #31D | #bingads Question phrases are more likely to be voice search Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014 0% 20% 40% 60% 80% 100% 120% 140% 160% Who What When Where Why How Total Growth in Question Phrases Year over Year
  36. 36. @ecouch11#SMX | #31D | #bingads Question phrases = voice search degree of intent Where When How What/whoInterested Ready to act
  37. 37. @ecouch11#SMX | #31D | #bingads Does successful query length differ for voice search? Microsoft internal data April 2015 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Text   Longer searches: More words!
  38. 38. @ecouch11#SMX | #31D | #bingads 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Speech   Text   Search queries from Speech have more words than from text Microsoft internal data April 2015 Text searches more concentrated around 1-3 words Speech searches longer through the tail
  39. 39. @ecouch11#SMX | #31D | #bingads More clicks via personal assistant go to brand names Microsoft internal data April 2015 30 of the top clicks went to brand names 30
  40. 40. @ecouch11#SMX | #31D | #bingads What’s the difference between desktop and mobile? Bing internal data Large screen is better for comparisons and narrowing options shoppers trying to find specific product for purchase in-store
  41. 41. @ecouch11#SMX | #31D | #bingads Travel example: the difference between PC/mobile is research vs. action Microsoft internal data southwest airlines expedia united airlines american airlines delta air lines southwest airlines expedia united airlines delta air lines american airlines new york ny los angeles ca washington dc enterprise car rental orlando fl san diego ca san antonio tx london england san francisco ca taxi services Virtually identical travel queries on PC/Tablet as people research, plan and book travel More likely to be searching for in-destination/ local activities, transportation options
  42. 42. @ecouch11#SMX | #31D | #bingads Make the most of Mobile Ad Extensions, and consider the full value of mobile traffic. Use geographic and question words in your keywords to drive intent, and negative them if they don’t apply to your offering. Hit the sweet spot of 3 words in your keyword sets to capture more voice searches. Bid on your own brand terms. Take action: Adapting your PPC campaigns to drive mobile traffic
  43. 43. Thank You! Want an account rep? eric.couch@microsoft.com @ecouch11 @bingads
  44. 44. @ecouch11#SMX | #31D | #bingads Eric Couch, Client Development & Training Manager at Bing Ads The New Dynamics of Mobile eCommerce
  45. 45. @ecouch11#SMX | #31D | #bingads THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016
  46. 46. @ecouch11#SMX | #31D | #bingads Voice search is already adding to text search Microsoft internal data April 2015 24% 76% Text Voice Eric Couch 9/4/2015 100% cortana, only 24% of those are voice searches (+ chit chat?) Eric Couch 9/4/2015 No longer accurate! Eric Couch 9/9/2015 POP: Leave in ATM- will probably replace with updated numbers if we can get them, just don't do any work here.
  47. 47. @ecouch11#SMX | #31D | #bingads Richard Park Notes (from his planned session) Talk about attribution path in retail, mobile’s place in the funnel -  Site optimization, feed optimization worth going in to? (Probably not) -  Actual SERP real estate from mobile product ads dominating results (generic session, so OK speaking to Google practices?) -  Utilizing user reviews, optimizing descriptions for mobile (shorter length, fewer characters)
  48. 48. @ecouch11#SMX | #31D | #bingads July ‘14 to July ‘15: improved ad relevance = more clicks for advertisers 7/14 – 7/15; Bing internal data; US Only, full Yahoo/Bing Network +33%
  49. 49. @ecouch11#SMX | #31D | #bingads Mobile queries make up 30% of Bing search volume Source: Bing Ads Internal Data, July 2015, Global, full Yahoo/Bing Network 23% 77% Mobile Query Share March '14 Mobile PC + Tablet 30% 70% Mobile Query Share July ’15 Mobile PC + Tablet

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