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Winning at Mobile By Amy Bishop

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Winning At Mobile PPC (Beyond mCommerce). PRESENTATION: Winning At Mobile - Given by Amy Bishop, @hoffman8, Sr. Manager:Audits, Outbound, Training - Clix Marketing. #SMX #24C

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Winning at Mobile By Amy Bishop

  1. 1. #SMX #24C @hoffman8 Amy Bishop, Clix Marketing Winning At Mobile
  2. 2. #SMX #24C @hoffman8 §  Director: Audits, Outbound, Training at Clix Marketing §  Multi-Channel Experience §  Indiana Native & Undercover Farmer §  Loves cat memes. Ok, any memes. About Me
  3. 3. #SMX #24C @hoffman8 §  Proximity Based Targeting §  Interest Based Geotargeting §  Layering Audiences §  Considerations Agenda
  4. 4. #SMX #24C @hoffman8 §  60% of local searchers say location information in ads is important to them §  4 in 5 searchers prefer ads customized to their city or zip code Why It Matters
  5. 5. #SMX #24C @hoffman8 Proximity Based Targeting
  6. 6. #SMX #24C @hoffman8 §  Geo-fencing §  Radius Targeting Proximity Based Targeting
  7. 7. #SMX #24C @hoffman8 Your Locations 72% of Consumers who Performed a Local Search Visited a Store Within 5 Miles
  8. 8. #SMX #24C @hoffman8 Searches Containing “Near Me” Google Think, April 2015 https://think.storage.googleapis.com/docs/i-want-to-go-micro-moments.pdf, Google Trends Searches containing “Near Me” Have Grown Exponentially. April 2015 50% of Local Searches From Mobile Devices Result in a Same-Day Store Visit 80% of “Near Me” Searches Occur On a Smartphone
  9. 9. #SMX #24C @hoffman8
  10. 10. #SMX #24C @hoffman8 §  Review performance by radius §  Determine opportunities to tighten or expand location targeting Determining Your Radius
  11. 11. #SMX #24C @hoffman8 Targeting Nearby Consumers Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
  12. 12. #SMX #24C @hoffman8 Consumers Will Go In-Store If… Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
  13. 13. #SMX #24C @hoffman8 Competitive Targeting
  14. 14. #SMX #24C @hoffman8 42% of consumers conduct research online while in stores
  15. 15. #SMX #24C @hoffman8 Targeting Competitor Stores?
  16. 16. #SMX #24C @hoffman8 42% of consumers conduct research online while in stores
  17. 17. #SMX #24C @hoffman8 §  Brand Awareness: Target stores with similar demographics to generate interest §  Location Awareness: Let potential customers know you have a store nearby §  Intercept the Sale: Get to your customers before they commit Drive Customers In-Store or Drive Website Actions Such as Quotes/Calls/E-Comm How to Leverage Competitive Targeting
  18. 18. #SMX #24C @hoffman8 How Consumers Conduct Research While In-Store
  19. 19. #SMX #24C @hoffman8 Product Inventory Ads When Asked What Information Was Important: §  74% availability of item (in-stock) §  75% price of item at a nearby store Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf
  20. 20. #SMX #24C @hoffman8 §  Search §  Social Ads §  GDN §  Mobile Providers Determining a Channel
  21. 21. #SMX #24C @hoffman8 In-Store research habits provide one last chance to grab the sale from a competitor.
  22. 22. #SMX #24C @hoffman8 Interests Derived from Location
  23. 23. #SMX #24C @hoffman8 Timing Matters
  24. 24. #SMX #24C @hoffman8 Consider Your Target Demographics’ Interests. Where Do They Spend Their Time?
  25. 25. #SMX #24C @hoffman8 Sale On Athletic Tops! Free S&H! #1 Dog Lover’s Subscription Treat Box! 10% Off Your Rental!
  26. 26. #SMX #24C @hoffman8 §  Used longitude & latitude coordinates to implement a bid modifier for a small radius around brick and mortar locations §  Noted a 108% Increase In Conversions §  Subsequently Rolled Out to Facebook & Early Results Have Been Positive Case Study Example
  27. 27. #SMX #24C @hoffman8 Layering Consumer Data
  28. 28. #SMX #24C @hoffman8 Use Audiences to Find Your Customers
  29. 29. #SMX #24C @hoffman8 Layering Opportunities Near Your Locations Competitor Locations Locations Underscoring Need Leads/Sales Lookalikes Loyalists Site Visits Personas
  30. 30. #SMX #24C @hoffman8 Get New Products In Front of Nearby Loyalists = New Fall Line In Store Now! + *Logged Into Customer Loyalty UI* *Near A Store Location*
  31. 31. #SMX #24C @hoffman8 Deliver Customized Coupons = 10% off Tees In- Store. Today Only! + *Shopped For Teeshirts* *Near A Store Location* Add to Cart $$$
  32. 32. #SMX #24C @hoffman8 Defend Your Customer Base = Huge Inventory of Golf Supplies In-Stock! + *Visited The Site* *Near A Competitor Store* Add to Cart $$$
  33. 33. #SMX #24C @hoffman8 In-Market Audiences
  34. 34. #SMX #24C @hoffman8 In-Market Audiences
  35. 35. #SMX #24C @hoffman8 Once at their destination, 56% of travelers rely on their mobile device to find & decide on activities. Resident vs Traveling Source: Google Travel Study, June 2014, Ipsos MediaCT
  36. 36. #SMX #24C @hoffman8 Find Nearby Customers By Layering Lookalikes. Prospecting
  37. 37. #SMX #24C @hoffman8 Lookalike Example: Makes a Purchase Online
  38. 38. #SMX #24C @hoffman8 §  Purchasers/Clients §  Leads/Demos §  Email Subscribers §  Loyalty Programs Consider Your Site Events & KPIs. Create Audiences & Lookalikes! Lookalike Suggestions
  39. 39. #SMX #24C @hoffman8 §  Demographics §  Affinity Audiences §  Interests Additional Layering Opportunities
  40. 40. #SMX #24C @hoffman8 Considerations
  41. 41. #SMX #24C @hoffman8 §  Be aware of strengths and weaknesses §  Make the intended action easy §  Strong CTA & value proposition Compelling The Consumer
  42. 42. #SMX #24C @hoffman8
  43. 43. #SMX #24C @hoffman8 §  Make it Quick and Easy §  Reserve Online §  Book an Appointment §  In-Store Pick-Up Messaging Convenience Source: comScore, Neustar Localeze, and 15 Miles, Trends Shaping Local Search in 2014 Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf
  44. 44. #SMX #24C @hoffman8 §  Avoid Shipping Costs §  Get The Product Today (or Start the Service Agreement) §  Coupons Messaging Value
  45. 45. #SMX #24C @hoffman8 Tracking The Pieces Matching online data against your CRM to determine value: •  Appointments •  Calls •  Quotes Matchbacks In-Store Visits Leverage software to track customers that visit the store after engaging with an ad. Indicators •  Store Locates & Getting Directions •  Booking an Appointment Coupon Redemption Create a separate coupon promo for digital media and track in-store redemptions.
  46. 46. #SMX #24C @hoffman8 §  Retail chain with e-commerce & store locations §  Targeted a broad area with increased modifiers 5 miles around each store §  Utilized ads pushing coupon usage and competitive prices and discounts with location extensions §  Coupons with a Unique ID were dynamically inserted into landing pages through ad params §  Coupons eligible online or in-store Client Example:
  47. 47. #SMX #24C @hoffman8 Tracking Coupons Proved In-Store Sales Drove 5x More Revenue than E- commerce Client Example:
  48. 48. #SMX #24C @hoffman8 Summary Geotarget Wisely Layer Insights Message Strategically Track Performance
  49. 49. #SMX #24C @hoffman8 THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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