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Mobile Search & Marketing – Pubcon New Orleans
2013
Presented by:
Prashant Puri
CEO, AdLift.com
@puriprashant
Agenda
2ADLIFT CONFIDENTIAL
• State of Mobile
• Mobile Search Marketing Trends – SEO & SEM
@puriprashant
Mobile Phone Subscriptions = Human Population
3ADLIFT CONFIDENTIAL
Source: http://www.geohive.com/earth/population_now.aspx ;
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a ;
http://thenextweb.com/mobile/2012/10/17/global-smartphone-users-pass-1-billion-for-
the-first-time-report/
7.1B people on the
planet
7.0B global mobile
phone subscription
@puriprashant
Still – Huge Growth Opportunity in Smartphone Market
4ADLIFT CONFIDENTIAL
Source: Mary Meeker, Kleiner Perkins, Morgan Stanley Research
5.9B
1.03 B
Smartphone Users Feature Phone Users
Global
Users
(Billions)
@puriprashant
In the US – Greater than 50% own a Smartphone
5ADLIFT CONFIDENTIAL
Source: http://www.pcmag.com/article2/0,2817,2417442,00.asp
57%
49%
Nov, 2012 Apr, 2013
133M people in US
own a smartphone of
those 68% have
household income greater
$75,000
@puriprashant
In 2015, mobile search volume to surpass desktop local search
volume
6ADLIFT CONFIDENTIAL
Source:http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-
Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp
@puriprashant
By 2017, Mobile Search Ad Spending will be 50% of Total
Search Ad Spending
7ADLIFT CONFIDENTIAL
Source: eMarketer State of Mobile Search 2013
$0.65
$1.99
$3.59
$5.57
$7.85
$10.30
$12.88
4.3%
11.3%
18.2%
25.6%
33.7%
42.1%
50.8%
Mobile search ad spending
(Billion)
% of digital search ad spending
@puriprashant
2011 2012 2013 2014 2015 2016 2017
User Search Trends
8ADLIFT CONFIDENTIAL
@puriprashant
Tablet Users Search & Buy
1. Sent text message to another phone
2. Took photos
1. Used email
1. Accessed weather
1. Accessed social network
1. Accessed search
2. Played games
1. Accessed maps
1. Accessed news
2. Listened to music
90.5%
Smartphone Users Tablet Users
83.4%
77.8%
67.1%
65.3%
58.7%
52.9%
51.2%
49.2%
48.0%
1. Accessed search
1. Used email
1. Accessed social network
1. Played games
1. Accessed weather
1. Accessed news
2. Accessed photo/video site
1. Read books
1. Watched video
2. Accessed retail
73.9%
73.6%
67.5%
66.3%
64.6%
58.8%
51.5%
51.2%
50.9%
49.8%
@puriprashantSource: comScore “2013 Mobile Future in Focus”
10ADLIFT CONFIDENTIAL
Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives
Conversion Mar 2013. eMarketer Mobile Search Trends. Data: Q4 2012
Smartphone Usage peaks in the Evening
12am-3am
3am-6am
6am-9am
9am-12pm
12pm-3pm
3pm-6pm
6pm-8pm
8pm-12am
3%
2%
7%
13%
17%
19%
18%
22%
@puriprashant
11ADLIFT CONFIDENTIAL
Source: xAd and Telmetrics “Mobile path-to-purchase – Restaurants” Oct 2012
Smartphone User likely to Act faster
Immediately
Within hour
Within day
Within month
Wasn’t looking to book
30%
15%
34%
29%
25%
40%
7%
15%
3%
1% Smartphone Tablet
@puriprashant
12ADLIFT CONFIDENTIAL
with
34%
making a purchase
71%
Visit a retail
website
Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives
Conversion”
@puriprashant
Mobile SEO Trends
13ADLIFT CONFIDENTIAL
@puriprashant
14ADLIFT CONFIDENTIAL
Search Marketing Tactics Used
Paid search
SEO
Mobile paid search
Mobile SEO
Social media PPC
Other
78%
58%
58%
31%
28%
9%
Source: Forester Research, Q3 2012 Global Search Marketing Customer Reference Survey
Mobile SEO Adoption
is growing
@puriprashant
15ADLIFT CONFIDENTIAL
Mobile SEO – 3 options
• Responsive web design, which includes sites
that serve the same HTML to all devices
through a single URL and use CSS to change
how pages render on different devices—
Google recommends this configuration
• Dynamic serving, which includes sites that
use the same set of URLs for all devices but
serve different HTML, and CSS, to desktop
and mobile devices
• Sites that have separate mobile and desktop
URLs; for example, www.example.com and
m.example.com
@puriprashant
27%
28%
30%
32%
60%
42%
48%
16ADLIFT CONFIDENTIAL
Source: eMarketer Mobile Search Marketing 2013
Direct vs. Search Traffic to US Websites from iOS
51% 49%
52%
58%
60%
68%
70%
72%
Aug 26
Sep 16
Sep 23
Oct 14
Nov 4
Nov 1
Nov 25
Dec 2
73%
iOS masks search
traffic
@puriprashant
Mobile PPC Trends
17ADLIFT CONFIDENTIAL
@puriprashant
Mobile Paid Search Clicks grow 65% YoY
18ADLIFT CONFIDENTIAL
Source: eMarketer State of Mobile Search 2013
14.2%
Share of Paid Search Clicks from US Mobile Devices Jan-Dec 2012
14.3%
15.9%
16.6%
17.1%
18.4% 19.1%
19.2%
19.5% 19.7%
21.1%
23.4%
Jan 2012 Dec 2012
@puriprashant
Smartphones/Tablets Lower CPCs Comparable Conversion
Rates
19ADLIFT CONFIDENTIAL
Source: Marin “Mobile Search Advertising Around the Globe,” Feb 2013
Conversion
Rates
CPCs
COMPUTERS SMARTPHONES TABLETS
$0.75
$0.48
$0.62
3.9%
2.8%
3.3%
COMPUTERS SMARTPHONES TABLETS
CPC Change
Jan – Dec
2012
9%
13%
25%
COMPUTERS SMARTPHONES TABLETS
@puriprashant
20ADLIFT CONFIDENTIAL
Google Adwords Enhanced Campaigns
• Powerful bid adjustments in one single campaign
• Increase/Decrease bids on different devices
• Increase/Decrease bids based on location
• Increase/Decrease based on time of day
• Ad extensions based on device
@puriprashant
21ADLIFT CONFIDENTIAL
To Summarize
• Mobile search volume to surpass desktop searches by 2015
• 50% US population own a smartphone
• Mobile ad spending is currently 20% of search spending – to grow to 50% by
2017
• Mobile paid search clicks growing at 65% YoY
• Mobile CPCs are lower than Desktop – Get in now !
Who We Are
22ADLIFT CONFIDENTIAL
@puriprashant
75 Million Search
Visits
Every Month, We Manage
About us & Our Achievements
ADLIFT CONFIDENTIAL 24
Founded in 2009, AdLift provides customized
digital media strategy and search marketing
solutions for online businesses in the North
American and Asian markets
AdLift has assembled a world-class technical
team of search marketing experts from firms
such as Yahoo, eBay, and IAC
AdLift’s unique value proposition has been
recognized by fortune 500 companies
including PayPal, eBay, Barnes & Noble &
AT&T
15+ person team – business development
and account management located in Palo
Alto, CA.
• Running campaigns across 50+ sites
• Optimizing 10K keywords
• Managing $2M in SEO spend
• Delivered results & gained trust
Acquire
Amplify
Advance
Prashant Puri
CEO & Co-Founder
AdLift.com
prashant@adlift.com
@puriprashant
ADLIFT CONFIDENTIAL 25
@puriprashant

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Mobile Search and Marketing - Pubcon 2013 New Orleans

  • 1. Mobile Search & Marketing – Pubcon New Orleans 2013 Presented by: Prashant Puri CEO, AdLift.com @puriprashant
  • 2. Agenda 2ADLIFT CONFIDENTIAL • State of Mobile • Mobile Search Marketing Trends – SEO & SEM @puriprashant
  • 3. Mobile Phone Subscriptions = Human Population 3ADLIFT CONFIDENTIAL Source: http://www.geohive.com/earth/population_now.aspx ; http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a ; http://thenextweb.com/mobile/2012/10/17/global-smartphone-users-pass-1-billion-for- the-first-time-report/ 7.1B people on the planet 7.0B global mobile phone subscription @puriprashant
  • 4. Still – Huge Growth Opportunity in Smartphone Market 4ADLIFT CONFIDENTIAL Source: Mary Meeker, Kleiner Perkins, Morgan Stanley Research 5.9B 1.03 B Smartphone Users Feature Phone Users Global Users (Billions) @puriprashant
  • 5. In the US – Greater than 50% own a Smartphone 5ADLIFT CONFIDENTIAL Source: http://www.pcmag.com/article2/0,2817,2417442,00.asp 57% 49% Nov, 2012 Apr, 2013 133M people in US own a smartphone of those 68% have household income greater $75,000 @puriprashant
  • 6. In 2015, mobile search volume to surpass desktop local search volume 6ADLIFT CONFIDENTIAL Source:http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search- Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp @puriprashant
  • 7. By 2017, Mobile Search Ad Spending will be 50% of Total Search Ad Spending 7ADLIFT CONFIDENTIAL Source: eMarketer State of Mobile Search 2013 $0.65 $1.99 $3.59 $5.57 $7.85 $10.30 $12.88 4.3% 11.3% 18.2% 25.6% 33.7% 42.1% 50.8% Mobile search ad spending (Billion) % of digital search ad spending @puriprashant 2011 2012 2013 2014 2015 2016 2017
  • 8. User Search Trends 8ADLIFT CONFIDENTIAL @puriprashant
  • 9. Tablet Users Search & Buy 1. Sent text message to another phone 2. Took photos 1. Used email 1. Accessed weather 1. Accessed social network 1. Accessed search 2. Played games 1. Accessed maps 1. Accessed news 2. Listened to music 90.5% Smartphone Users Tablet Users 83.4% 77.8% 67.1% 65.3% 58.7% 52.9% 51.2% 49.2% 48.0% 1. Accessed search 1. Used email 1. Accessed social network 1. Played games 1. Accessed weather 1. Accessed news 2. Accessed photo/video site 1. Read books 1. Watched video 2. Accessed retail 73.9% 73.6% 67.5% 66.3% 64.6% 58.8% 51.5% 51.2% 50.9% 49.8% @puriprashantSource: comScore “2013 Mobile Future in Focus”
  • 10. 10ADLIFT CONFIDENTIAL Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives Conversion Mar 2013. eMarketer Mobile Search Trends. Data: Q4 2012 Smartphone Usage peaks in the Evening 12am-3am 3am-6am 6am-9am 9am-12pm 12pm-3pm 3pm-6pm 6pm-8pm 8pm-12am 3% 2% 7% 13% 17% 19% 18% 22% @puriprashant
  • 11. 11ADLIFT CONFIDENTIAL Source: xAd and Telmetrics “Mobile path-to-purchase – Restaurants” Oct 2012 Smartphone User likely to Act faster Immediately Within hour Within day Within month Wasn’t looking to book 30% 15% 34% 29% 25% 40% 7% 15% 3% 1% Smartphone Tablet @puriprashant
  • 12. 12ADLIFT CONFIDENTIAL with 34% making a purchase 71% Visit a retail website Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives Conversion” @puriprashant
  • 13. Mobile SEO Trends 13ADLIFT CONFIDENTIAL @puriprashant
  • 14. 14ADLIFT CONFIDENTIAL Search Marketing Tactics Used Paid search SEO Mobile paid search Mobile SEO Social media PPC Other 78% 58% 58% 31% 28% 9% Source: Forester Research, Q3 2012 Global Search Marketing Customer Reference Survey Mobile SEO Adoption is growing @puriprashant
  • 15. 15ADLIFT CONFIDENTIAL Mobile SEO – 3 options • Responsive web design, which includes sites that serve the same HTML to all devices through a single URL and use CSS to change how pages render on different devices— Google recommends this configuration • Dynamic serving, which includes sites that use the same set of URLs for all devices but serve different HTML, and CSS, to desktop and mobile devices • Sites that have separate mobile and desktop URLs; for example, www.example.com and m.example.com @puriprashant
  • 16. 27% 28% 30% 32% 60% 42% 48% 16ADLIFT CONFIDENTIAL Source: eMarketer Mobile Search Marketing 2013 Direct vs. Search Traffic to US Websites from iOS 51% 49% 52% 58% 60% 68% 70% 72% Aug 26 Sep 16 Sep 23 Oct 14 Nov 4 Nov 1 Nov 25 Dec 2 73% iOS masks search traffic @puriprashant
  • 17. Mobile PPC Trends 17ADLIFT CONFIDENTIAL @puriprashant
  • 18. Mobile Paid Search Clicks grow 65% YoY 18ADLIFT CONFIDENTIAL Source: eMarketer State of Mobile Search 2013 14.2% Share of Paid Search Clicks from US Mobile Devices Jan-Dec 2012 14.3% 15.9% 16.6% 17.1% 18.4% 19.1% 19.2% 19.5% 19.7% 21.1% 23.4% Jan 2012 Dec 2012 @puriprashant
  • 19. Smartphones/Tablets Lower CPCs Comparable Conversion Rates 19ADLIFT CONFIDENTIAL Source: Marin “Mobile Search Advertising Around the Globe,” Feb 2013 Conversion Rates CPCs COMPUTERS SMARTPHONES TABLETS $0.75 $0.48 $0.62 3.9% 2.8% 3.3% COMPUTERS SMARTPHONES TABLETS CPC Change Jan – Dec 2012 9% 13% 25% COMPUTERS SMARTPHONES TABLETS @puriprashant
  • 20. 20ADLIFT CONFIDENTIAL Google Adwords Enhanced Campaigns • Powerful bid adjustments in one single campaign • Increase/Decrease bids on different devices • Increase/Decrease bids based on location • Increase/Decrease based on time of day • Ad extensions based on device @puriprashant
  • 21. 21ADLIFT CONFIDENTIAL To Summarize • Mobile search volume to surpass desktop searches by 2015 • 50% US population own a smartphone • Mobile ad spending is currently 20% of search spending – to grow to 50% by 2017 • Mobile paid search clicks growing at 65% YoY • Mobile CPCs are lower than Desktop – Get in now !
  • 22. Who We Are 22ADLIFT CONFIDENTIAL @puriprashant
  • 23. 75 Million Search Visits Every Month, We Manage
  • 24. About us & Our Achievements ADLIFT CONFIDENTIAL 24 Founded in 2009, AdLift provides customized digital media strategy and search marketing solutions for online businesses in the North American and Asian markets AdLift has assembled a world-class technical team of search marketing experts from firms such as Yahoo, eBay, and IAC AdLift’s unique value proposition has been recognized by fortune 500 companies including PayPal, eBay, Barnes & Noble & AT&T 15+ person team – business development and account management located in Palo Alto, CA. • Running campaigns across 50+ sites • Optimizing 10K keywords • Managing $2M in SEO spend • Delivered results & gained trust
  • 25. Acquire Amplify Advance Prashant Puri CEO & Co-Founder AdLift.com prashant@adlift.com @puriprashant ADLIFT CONFIDENTIAL 25 @puriprashant