Smarter Search Strategies for Holiday Shoppers
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To help you take the reigns of your mobile search campaigns, IgnitionOne and Boost Media have partnered for this SlideShare. Learn how to optimize ad creative for mobile and why context matters.
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Smarter Search Strategies for Holiday Shoppers
- 1. P r o p r i e t a r y & C o n f i d e n t i a l 1 HEAD PRESENTER DATE SMARTER SEARCH STRATEGIES FOR 2015 HOLIDAY SHOPPERS
- 2. P r o p r i e t a r y & C o n f i d e n t i a l AGENDA • Mobile moments: stats • Planning for 2015 holiday search • Context in a mobile-connected world • Best practices • Q&A 2
- 3. P r o p r i e t a r y & C o n f i d e n t i a l THE RISE OF THE SMARTPHONE 3 71% of Americans own a smartphone Source: Nielsen
- 4. P r o p r i e t a r y & C o n f i d e n t i a l THE RISE OF THE SMARTPHONE 4 $64 Billion $158 Billion 0 50 100 150 200 Mobile Ad Spend 2014 2018 Source: eMarketer
- 5. P r o p r i e t a r y & C o n f i d e n t i a l YoY MEDIA SPEND GROWTH BY DEVICE 5 11% 25% 11% 78% 81% 71% 0 50 100 Q4 2014 Q1 2015 Q2 2015 Desktop Phone Tablet 22% 39%37% Source: IgnitionOne Digital Marketing Report Q4 2014, Q1 2015, Q2 2015
- 6. P r o p r i e t a r y & C o n f i d e n t i a l It’s not a question of WHEN to adopt a mobile strategy, but HOW to do it effectively.
- 7. P r o p r i e t a r y & C o n f i d e n t i a l 7 LET’S START WITH THE CUSTOMER JOURNEY…
- 8. P r o p r i e t a r y & C o n f i d e n t i a l 8 • Know your budget • Set your targets • Use historical data • Setup success criteria CLEARLY DEFINE YOUR HOLIDAY GOALS
- 9. P r o p r i e t a r y & C o n f i d e n t i a l 9 Be prepared to reroute strategy based on changes in the marketplace UNDERSTAND WHAT WORKS EARLY
- 10. P r o p r i e t a r y & C o n f i d e n t i a l 10 THANKSGIVING WEEKEND 2014 -10 0 10 20 30 40 50 60 70 80 90 100 Impressions Clicks Spend Thanksgiving Black Friday Saturday Sunday Cyber Monday Source: IgnitionOne, Mid Q4 2014 Digital Marketing Report
- 11. P r o p r i e t a r y & C o n f i d e n t i a l 11 US SEARCH METRICS YoY GROWTH BY DAY THANKSGIVING WEEEKND 2014 Black Friday Cyber Monday Impressions 4% 4% Clicks 37% 26% Spend 77% 36% CTR 31% 21% CPC 29% 8% eCPM 70% 30% Source: IgnitionOne, Mid Q4 2014 Digital Marketing Report
- 12. P r o p r i e t a r y & C o n f i d e n t i a l 12 USING INTRADAY DATA • Intraday data becomes very important during periods of peak competition (Black Friday, Cyber Monday) • Allows a marketer to get a much quicker read on marketplace conditions and react accordingly.
- 13. P r o p r i e t a r y & C o n f i d e n t i a l 13 MARGIN OPTIMIZATION What’s your target? Is all revenue alike, or are you really looking to maximize gross margin?
- 14. P r o p r i e t a r y & C o n f i d e n t i a l 14 DEVICE CONTROL Take control where the engine lets you • As the proportion of Mobile and tablet traffic grows, it becomes more and more important to have control over that traffic
- 15. P r o p r i e t a r y & C o n f i d e n t i a l 15 CONTEXT MATTERS Desktop Mobile Marketers need to understand that device users have different objectives than desktop users Desktop users: • Users conduct heavy research online before pulling purchase trigger • Users typically have more time to browse • Online experience and larger screen make purchasing easy and painless Mobile users: • On the go • Users seek information in quick, easily digestible bites • Users are less patient and more task-driven because of small screen • Users drive in-store visits and store calls
- 16. P r o p r i e t a r y & C o n f i d e n t i a l 16 PAYATTENTION TO: 1 LOCATION: The dynamics of where a search takes place and how near or far it is to other locations
- 17. P r o p r i e t a r y & C o n f i d e n t i a l 17 PAYATTENTION TO: 1 INTENT: Use data to learn how customers are searching and what they are searching for, and use this information to deliver the right message 2LOCATION: The dynamics of where a search takes place and how near or far it is to other locations
- 18. P r o p r i e t a r y & C o n f i d e n t i a l 18 PAYATTENTION TO: DEVICE: The realities of the consumer’s physical search experience including screen size, device type, carrier 1 INTENT: Use data to learn how customers are searching and what they are searching for, and use this information to deliver the right message 2 3 LOCATION: The dynamics of where a search takes place and how near or far it is to other locations
- 19. P r o p r i e t a r y & C o n f i d e n t i a l 19 LET’S COMPARE Desktop Mobile Brand Name Car Insurance Get Started Today With A Free Quote You Could Save +$500! www.brandname.com/CarInsurance Brand Name Car Insurance Free Quote On Your Phone You Could Save +$500! www.brandname.com/CarInsurance
- 20. P r o p r i e t a r y & C o n f i d e n t i a l 20 LET’S COMPARE Desktop Mobile Brand Name Car Insurance Get Started Today With A Free Quote You Could Save +$500! www.brandname.com/CarInsurance Brand Name Car Insurance Free Quote On Your Phone You Could Save +$500! www.brandname.com/CarInsurance Mobile- Friendly Call Extension Value Prop
- 21. P r o p r i e t a r y & C o n f i d e n t i a l 21 MARKETABLE MOMENTS ARE… • Happen at any time across any channel • Consumers are constantly connected, transitioning between physical and digital worlds • Marketers: New opportunities to connect, but new challenges in connecting
- 22. P r o p r i e t a r y & C o n f i d e n t i a l 22 4 MOBILE MOMENTS I-Want-To-Know Moments I-Want-To-Go Moments I-Want-To-Do Moments I-Want-To-Buy Moments Source: Google
- 23. P r o p r i e t a r y & C o n f i d e n t i a l Marketable Moments Require Relevant Creative
- 24. P r o p r i e t a r y & C o n f i d e n t i a l 24 I-WANT-TO-KNOW… How to Speak French
- 25. P r o p r i e t a r y & C o n f i d e n t i a l 25 I-WANT-TO-KNOW… How to Speak French Learn To Speak French Try Our Free Demo Now & Speak French In Minutes. 30-Day Guarantee. www.companyname.com/french Learn To Speak French Download Your 1st Lesson Free! Listen Instantly on Your Phone. www.companyname.com/french Desktop Mobile
- 26. P r o p r i e t a r y & C o n f i d e n t i a l 26 I-WANT-TO-KNOW… How to Speak French Learn To Speak French Try Our Free Demo Now & Speak French In Minutes. 30-Day Guarantee. www.companyname.com/french Learn To Speak French Download Your 1st Lesson Free! Listen Instantly on Your Phone. www.companyname.com/french Desktop Mobile • Customer is at home • Wants to learn French for an upcoming NYE vacation, but isn’t sure how the program works or of the cost • Seeking a guarantee • Customer is on the subway • Wants to learn French during commute • Wants to learn fast on mobile
- 27. P r o p r i e t a r y & C o n f i d e n t i a l 27 I-WANT-TO-GO… Ice Skating
- 28. P r o p r i e t a r y & C o n f i d e n t i a l 28 I-WANT-TO-GO… Ice Skating Desktop Mobile [City] Premier Ice Skating Family Friendly Ice Skating. Read Reviews, Purchase Tickets Online. www.venuename.com [City] Premier Ice Skating Rink Near By. Open Until 11:30. Reserve on Mobile for $5 Off. www.venuename.com
- 29. P r o p r i e t a r y & C o n f i d e n t i a l 29 I-WANT-TO-GO… Ice Skating Desktop Mobile [City] Premier Ice Skating Family Friendly Ice Skating. Read Reviews, Purchase Tickets Online. www.venuename.com [City] Premier Ice Skating Rink Near By. Open Until 11:30. Reserve on Mobile for $5 Off. www.venuename.com • Customer is at home researching where to take the family ice skating • Reads reviews to check that venue is family friendly • Wants to purchase tickets online • Customer is on the go • Wants to go ice skating near by • Looking for a mobile coupon • Needs to know the hours
- 30. P r o p r i e t a r y & C o n f i d e n t i a l 30 I-WANT-TO-BUY… A Tent
- 31. P r o p r i e t a r y & C o n f i d e n t i a l 31 I-WANT-TO-BUY… A Tent Tents at Company Name Great Selection + Lifetime Warranty. Christmas Eve Delivery Guarantee. www.companyname.com/tents Tents at Company Name Lots in Stock, Read Reviews. Store Near By. Start Shopping. www.companyname.com/tents Desktop Mobile
- 32. P r o p r i e t a r y & C o n f i d e n t i a l 32 I-WANT-TO-BUY… A Tent Tents at Company Name Great Selection + Lifetime Warranty. Christmas Eve Delivery Guarantee. www.companyname.com/tents Tents at Company Name Lots in Stock, Read Reviews. Store Near By. Start Shopping. www.companyname.com/tents Desktop Mobile • Customer is at work shopping for her spouses’ Christmas gift • Wants high-quality tent with a warranty • Needs tent shipped in time for Christmas • Customer is on her morning commute thinking about buying a tent as a gift, but not sure what kind • Wants to browse selections and read customer reviews • Needs to know store location/hours
- 33. P r o p r i e t a r y & C o n f i d e n t i a l Moments Matter Context Matters Creative Matters Moments Matter Context Matters Creative Matters
- 34. P r o p r i e t a r y & C o n f i d e n t i a l 34 10 BEST PRACTICES YOU SHOULD KNOW 1. Add at least 1 mobile preferred ad to each of your ad groups 2. Create and test multiple ad variations 3. Send users to mobile optimized landing pages 4. Utilize ad extensions 5. Highlight mobile-friendly user experience 6. Use all the levers provided 7. Account for misspellings 8. Evergreen creative 9. Call tracking integration for click to call features 10. Review brand performance as CPC’s are increasing industry wide
Editor's Notes
- SPEAKER: TOMMY Hello and thank you so much for joining us today. I’m Tommy Marzella, a Marketing Manager for IgnitionOne and I’ll be moderating the discussion today.
- SPEAKER: TOMMY In today’s agenda, we are going to provide you with details on the latest trends in mobile search as well as tips for planning your 2015 holiday search that will impact your strategy development. From there we are discuss how to optimize ad creative for mobile, explain why context matters and conclude with best practices on how to engage with holiday shoppers
- SPEAKER: ROB According to a recent study done by Nielsen, 71% of Americans own a smartphone – this is 85% for millennials. Knowing that smartphone use is on the rise – retail brands need to be prepared and ready for how smartphones are being used (both in-store and throughout the purchase process). In addition, Google’s mobile visitors surpassed desktop visitors for the first time in late 2014 (Search Engine Watch).
- SPEAKER: ROB Mobile ad spending will reach $64 billion in 2015 and $158 billion by 2018, indicating the rising importance of mastering mobile search (eMarketer) The keytakeaway here is that you are missing out if you are not optimizing for mobile. Advertisers must understand the key differences between mobile and desktop and optimize toward these.
- SPEAKER: DAVE Looking at IgnitionOne research, you can see mobile outranks both desktop and tablet in year over year growth in media spend in each of the last three quarters. That said, while mobile traffic is growing, more conversions happen on the desktop. eMarketer estimates that mobile will account for just 1.5% of total sales in 2015. But mobile still plays essential role in the consumer decision-making process, especially during the holiday season: In-store product & brand research Social validation prior to purchase Transactional purposes like mobile couponing
- SPEAKER: DAVE So it’s really no longer a question of when to adopt a mobile strategy, but how to do it effectively.
- SPEAKER: DAVE According to research from Microsoft and Ipsos consumers rely on their mobile devices throughout the path to purchase from research through purchasing and sharing — no surprise there. Even so, wherever consumers convert, either on their desktops or in-store, research still shows they are primarily using their mobile devices for upper funnel activity. As you start to ramp up your holiday planning, the key lays within understanding how your customers are shopping and understanding their journey, and one of the best ways to understand their journey is to analyze historical data. For example, what was your customers first touch point and at what touch point where they motivated to buy? As an example, one recent study found that 70 percent of conversions happen within 5 hours of a mobile search and many mobile users are often in transit while searching on a mobile device. This tells you a lot about user behavior and shows the potential opportunity for brands who are willing to lay the groundwork for a great foundation. So let’s dive into some tips to begin planning for your 2015 mobile strategy.
- SPEAKER: DAVE Step 1 – pretty straightforward – Research, define, agree on and socialize your goals for the holiday season. Sounds obvious, but it can’t be overstated how critical it is. Gather your key players into a room and decide exactly what you want to achieve this holiday season. Make sure to have all of the resources and data you need and focus on analyzing and evaluating the data you have with you. The first thing you need to know is your budget. You’re likely aiming to spend as efficiently as possible. But how much are you spending? Do you have the green light to spend unlimited budget as long as you’re hitting your ROI? If not, how do you plan to allocate your budget throughout the season? From there, you can set your targets based on the changes and performance from the previous year. List out your targets and make sure that all stakeholders are on board. Don’t let lingering silos cause stoppages or other inefficiencies during this peak season. This is a great time to bring everyone together on the same page. By using historical data, you can begin to compare to last year to see where you need to be. In addition to pure revenue, you may also be considering: Sales Volume Gross Margin Store visits Offline sales By laying out what everyone needs to accomplish, your team is held accountable and knows what needs to be done.
- SPEAKER: DAVE Plan ahead – perform a good amount of testing early in Q4. You want to remain adaptable, but don’t want to tinker with a lot of testing during the peak season. This offers a solid foundation, based on historical data, on how you want to approach the holidays, while leaving room for adaptability. You can set a strategy and stay on course to implement changes that may happen in the marketplace. At any moment, inventory can change. You might run low on product Y or need to cut prices on Product Z. So be prepared. Coming together as a team and breaking down internal silos will help to know how to manage and handle these unexpected moments, while also determining how to best work together as a team for your mobile strategy.
- SPEAKER: DAVE While the holiday weekend started strong, impressions showed little growth compared to the 2013 shopping weekend. Impressions were flat comparatively, growing only 4% YoY. The biggest story from this slide, though, is the increase in Black Friday numbers at 77% growth followed by a 50% increase in Saturday spend, blowing away Cyber Monday.
- SPEAKER: DAVE In fact, it appears the importance of Cyber Monday may be waning, giving way to Black Friday. YoY growth was significantly higher, and Black Friday surpassed Cyber Monday with 39% of Thanksgiving weekend spend (compared to 27% for Cyber Monday). Now, this COULD be due to a late Thanksgiving last year. But, we have another one again this year – November 26 (just a day earlier than last year)
- SPEAKER: DAVE Intraday data becomes very important during periods of peak competition (Black Friday, Cyber Monday) since it allows a marketer to get a much quicker read on marketplace conditions and react accordingly. Are inventory changes impacting performance? Competitive pressures like flash sales or other promotions? Are bid prices increasing? Maybe during a normal day, you can wait until tomorrow to know the answers to these questions, but definitely not during the Thanksgiving Weekend.
- SPEAKER: DAVE As we discussed earlier, what’s your target? Is all revenue alike, or are you really looking to maximize gross margin? Margin level bid optimizations allow marketers to close the gap between mere order and revenue maximization and profit maximization. Margin level, product or SKU data can be fed into our system via feed. Keyword level optimizations will pick up marginal efficiencies (pushing higher margin products and pulling back on lower margin products) to maximize marketer profitability.
- SPEAKER: DAVE Lastly, take control where the engines let you. As the proportion of Mobile and tablet traffic grows, it becomes more and more important to have control over that traffic. Unfortunately the engines no longer allow for device specific keyword level controls – all we have left are multipliers. This means that it’s that much more important to continuously optimize Mobile and Tablet multipliers at the most granular levels (ad group). Bing allows for additional granularity of optimization by giving control over Tablet multipliers. This becomes even more important during the holiday season since the multipliers that work efficiently for most of the year may be completely off during the holiday ramp up. Here’s boost media to continue to discuss how context plays a role.
- SPEAKER: ROB To take advantage of the opportunity on mobile, marketers need to understand that device users have different objectives than desktop users Mobile traffic is growing, but more conversions happen on desktop Target and Amazon reported that 60% of traffic from Nov-Dec in 2014 came from mobile eMarketer estimates that mobile will account for just 1.5% of total sales in 2015 Mobile still plays an essential role in the consumer decision-making process, especially during the holiday season: In store product and brand research Social validation prior to purchase Transactional purposes like mobile couponing Desktop users: Users conduct heavy research online before pulling purchase trigger Users typically have more time to browse Online experience and larger screen make purchasing easy and painless Mobile users: On the go Users seek information in quick, easily digestible bites Users are less patient and more task-driven because of small screen Users drive in-store visits and store calls
- SPEAKER: ROB PAY ATTENTION TO: Location: The dynamics of where a search takes place and how near or far it is to other locations Intent: Use data to learn how customers are searching and what they are searching for, and use this information to deliver the right message Device: The realities of the consumer’s physical search experience including screen size, device type, carrier
- SPEAKER: ROB PAY ATTENTION TO: Location: The dynamics of where a search takes place and how near or far it is to other locations Intent: Use data to learn how customers are searching and what they are searching for, and use this information to deliver the right message Device: The realities of the consumer’s physical search experience including screen size, device type, carrier
- SPEAKER: ROB PAY ATTENTION TO: Location: The dynamics of where a search takes place and how near or far it is to other locations Intent: Use data to learn how customers are searching and what they are searching for, and use this information to deliver the right message Device: The realities of the consumer’s physical search experience including screen size, device type, carrier
- SPEAKER: ROB Key here is that Value prop is the same, but the context of the ads change People are afraid of the desktop experience on their mobile phone. When you can confirm that the experience is better your conversions go way up
- SPEAKER: ROB Key here is that Value prop is the same, but the context of the ads change People are afraid of the desktop experience on their mobile phone. When you can confirm that the experience is better your conversions go way up
- SPEAKER: ROB Marketable moments are unbounded. They can happen at any time across any channel. Our customers themselves now define when and how these moments appear. With the explosion of mobile engagement, consumers today are constantly connected, living their lives seamlessly transitioning between physical and digital worlds For marketers this has opened up new opportunities to connect but new challenges in connecting. Our customers have opened up nearly infinite potential for engagement with our businesses, but at the same time have raised a very high bar for what a beneficial engagement looks like. They are demanding new levels of relevance and contextual awareness, such that our old marketing approaches are falling short and not loving up to their expectations. Our challenge is to make these connections matter by making them relevant and engaging.
- SPEAKER: ROB I want to Know: Mobile device provides instant access to information & data 65% of online consumers look up more information online now versus a few years ago
- SPEAKER: ROB Creative which is not optimized for the moment of engagement leaves customers feeling like we are not listening, not understanding their needs, and not the right person to do business with. I’d imaging each of you has experienced this yourself as you engage with brands and businesses. Having messaging which isnt relevant to what I am searching for is one of the most frustrating experiences online.
- SPEAKER: ROB Desktop- Customer is at home Wants to learn French for an upcoming NYE vacation, but isn’t sure how an online program works or what it costs Seeking a guarantee to ensure program results Mobile- Customer is on the subway and wants to learn French during her work commute Wants to learn fast on mobile
- SPEAKER: ROB Desktop- Customer is at home Wants to learn French for an upcoming NYE vacation, but isn’t sure how an online program works or what it costs Seeking a guarantee to ensure program results Mobile- Customer is on the subway and wants to learn French during her work commute Wants to learn fast on mobile
- SPEAKER: ROB Desktop- Customer is at home Wants to learn French for an upcoming NYE vacation, but isn’t sure how an online program works or what it costs Seeking a guarantee to ensure program results Mobile- Customer is on the subway and wants to learn French during her work commute Wants to learn fast on mobile
- SPEAKER: ROB Desktop: Customer is at home researching where to take the family ice skating Reads reviews to check that the venue is family friendly Wants to purchase tickets online Mobile: Customer is on the go Wants to go ice skating near by Looking for a mobile coupon Needs to know the hours
- SPEAKER: ROB Desktop: Customer is at home researching where to take the family ice skating Reads reviews to check that the venue is family friendly Wants to purchase tickets online Mobile: Customer is on the go Wants to go ice skating near by Looking for a mobile coupon Needs to know the hours
- SPEAKER: ROB Desktop: Customer is at home researching where to take the family ice skating Reads reviews to check that the venue is family friendly Wants to purchase tickets online Mobile: Customer is on the go Wants to go ice skating near by Looking for a mobile coupon Needs to know the hours
- SPEAKER: ROB Desktop Customer is at work shopping for her spouses’ Christmas gift Wants high-quality tent with a warranty Needs tent shipped in time for Christmas Mobile Customer is on his morning commute thinking about buying a tent for a gift, but not sure what kind Wants to browse selections and read customer reviews Needs to know store location and hours
- SPEAKER: ROB Desktop Customer is at work shopping for her spouses’ Christmas gift Wants high-quality tent with a warranty Needs tent shipped in time for Christmas Mobile Customer is on his morning commute thinking about buying a tent for a gift, but not sure what kind Wants to browse selections and read customer reviews Needs to know store location and hours
- SPEAKER: ROB Desktop Customer is at work shopping for her spouses’ Christmas gift Wants high-quality tent with a warranty Needs tent shipped in time for Christmas Mobile Customer is on his morning commute thinking about buying a tent for a gift, but not sure what kind Wants to browse selections and read customer reviews Needs to know store location and hours
- SPEAKER: ROB
- SPEAKER 1-5: ROB SPEAKER 6-10: DAVE 1. Add at least 1 mobile preferred ad to each of your ad groups 2. Create and test multiple ad variations limit brand testing > there is little to no ad fatigue in search (unlike social platforms) and this could negatively impact QS and thus CPCs>> this is more beneficial for retail vertical clients … in general, you should use the desktop ad as a baseline for testing against to mitigate any adverse effects on performance 3. Send users to mobile optimized landing pages 4. Utilize ad extensions to improve QS and to promote page monopolization on the SERP 5. Highlight mobile-friendly user experience 6. Review performance, including average position, and be vigilant about optimizing those mobile bid adjustments. These cannot be “set it and forget it.” Remember, there is limited real estate on mobile devices. 7. Account for misspellings – this is increasingly important to help offset potential negative impact of Google’s close variant matching 8. Have evergreen creative on hand. While you always want to be optimizing everything, be prepared. You can’t afford to be left without something effective if the market forces your hand. 9. Call tracking integration for click to call features – this can allow you to attribute offline phone orders to your paid search efforts and optimize effectively. 10. Review brand performance as CPC’s are increasing industry wide Check average position. find out where you ad is appearing on the search results page. On a regular paid search campaign, there are up to 11 ads shown on any given page. But in mobile, that’s usually limited to 2 or 3. if your average position in mobile paid search campaign isn’t better than 3, you are not showing up where you need to be Use shorter queries. Searchers will not be typing up a storm with mobile devices. For mobile campaigns, target shorter queries that people can easily type in their phones Account for misspellings. Mobile searches include more misspellings and shorter phrases. This is critical to remembering during the bidding process. You should start broad to discover mobile keyword phrases and then optimize from there