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How to Measure The True Impact of Mobile
SMX East 2014
Changing Behavior
•  Customers are shopping in store and online using a variety of
devices throughout the buying process
•...
Attribution Problem
•  Mobile will account for over 40% of shopping traffic this
holiday season, yet only 20% of sales are...
Measuring the True Impact of Mobile
SMX East 2014
Measuring Mobile
1.  Use geo-targeting to test mobile lift across devices
•  Split your market into geographic areas of ro...
Measuring Mobile
2.  Use Google’s Estimated Cross Device Conversions metric
•  This data is derived from the behavior of c...
Measuring Mobile
3.  Expand the definition of success when calculating the
overall impact of mobile advertising
•  In-stor...
Measuring Mobile
3.  Expand the definition of success when calculating the
overall impact of mobile advertising
•  Link of...
Mobile Ad Optimization
SMX East 2014
Optimizing Mobile Ads
•  Use mobile-preferred ads with content tailored for mobile
•  For example, highlight an easy mobil...
Optimizing Mobile Ads
•  Description Line 1 should be written as a standalone
sentence with proper punctuation, which may ...
Optimizing Mobile Ads
•  Use mobile-friendly ad extensions to drive traffic to other
conversion channels (call center and ...
Optimizing Mobile Ads
•  Starting October 15, ad extensions may show instead of
the Description Line 2 ad copy
•  This cha...
Optimizing Mobile Ads
•  Rotate ad extensions and formats to determine the best-
performing variations
•  Some ad types ma...
Optimizing Mobile Ads
•  Use Local Inventory Ads (LIAs) to advertise products in-
stock at a brick-and-mortar location nea...
Optimizing Mobile Ads
•  Test different mobile landing pages to optimize RPC
Mobile-specific landing page
test produced 5....
Visit the link below to download the new Adlucent
whitepaper on how to make more money on mobile!
www.adlucent.com/mobile
...
Creating, Testing & Optimizing Paid Search Ads
SMX East 2014
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How to Measure the True Impact of Mobile

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How to Measure the True Impact of Mobile (by Adlucent)
Как измерить реальное влияние мобильных технологий

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How to Measure the True Impact of Mobile

  1. 1. How to Measure The True Impact of Mobile SMX East 2014
  2. 2. Changing Behavior •  Customers are shopping in store and online using a variety of devices throughout the buying process •  90% of consumers use more than one device before they make a purchase1 •  40% of people who started shopping on their mobile device end up converting on a desktop computer2 •  Mobile traffic and ad spend are increasing dramatically •  Within the next two years, mobile devices will account for 50% of Internet traffic3 •  Retailers must keep up and deliver a consistent ad experience across devices Sources: 1.  IPSOS/Google study 2.  ComScore/eBay study 3.  Millenia Media #SMX @Adlucent
  3. 3. Attribution Problem •  Mobile will account for over 40% of shopping traffic this holiday season, yet only 20% of sales are expected to happen on mobile devices1 Retailers must be able to correctly attribute sales to mobile ads to optimize them more effectively Sources: 1.  IBM “You can’t hit what you can’t see” #SMX @Adlucent
  4. 4. Measuring the True Impact of Mobile SMX East 2014
  5. 5. Measuring Mobile 1.  Use geo-targeting to test mobile lift across devices •  Split your market into geographic areas of roughly equivalent population and demographics •  Compare performance to determine mobile effect: •  Test group targeting Mobile, Computer, and Tablet devices •  Control group targeting only Computer and Tablet #SMX @Adlucent
  6. 6. Measuring Mobile 2.  Use Google’s Estimated Cross Device Conversions metric •  This data is derived from the behavior of customers logged in to Google on multiple devices and extrapolated across all traffic Sources: 1.  Adlucent study Incremental Mobile Conversions Brand Keywords +36.5% Non-Brand Keywords +23.7% Product Ads +30.2% •  An analysis of sixteen retail partners yielded the following lift in orders influenced by mobile1 #SMX @Adlucent
  7. 7. Measuring Mobile 3.  Expand the definition of success when calculating the overall impact of mobile advertising •  In-store visits: RadioShack found that 40 – 60% of people who used the store locator function on a mobile device visited a brick-and-mortar location1 •  Micro-conversions: assign a value to events that are likely to influence sales in the future, such as user registration, email subscriptions, or catalog signups Sources: 1.  RadioShack/Google #SMX @Adlucent
  8. 8. Measuring Mobile 3.  Expand the definition of success when calculating the overall impact of mobile advertising •  Link offline sales: use a data onboarding partner to assess the impact of mobile advertising on offline sales #SMX @Adlucent
  9. 9. Mobile Ad Optimization SMX East 2014
  10. 10. Optimizing Mobile Ads •  Use mobile-preferred ads with content tailored for mobile •  For example, highlight an easy mobile checkout process in Description Line 2 One leading Sporting Goods retailer saw a 443% increase in CTR with mobile-preferred ad text highlighting mobile- friendly purchasing #SMX @Adlucent
  11. 11. Optimizing Mobile Ads •  Description Line 1 should be written as a standalone sentence with proper punctuation, which may prompt Google to add it to the headline #SMX @Adlucent
  12. 12. Optimizing Mobile Ads •  Use mobile-friendly ad extensions to drive traffic to other conversion channels (call center and offline) •  Call extensions can increase ad CTR by 6-8%1 •  Ads with location extensions average 10% higher CTR1 Sources: 1.  Google Call Extension Location Extension #SMX @Adlucent
  13. 13. Optimizing Mobile Ads •  Starting October 15, ad extensions may show instead of the Description Line 2 ad copy •  This change makes extensions all the more important •  Ensure that critical info is in Description Line 1 Current Future #SMX @Adlucent
  14. 14. Optimizing Mobile Ads •  Rotate ad extensions and formats to determine the best- performing variations •  Some ad types may perform better on different keyword portfolios, so test constantly: •  Sitelinks •  Location extensions •  Call extensions •  Callout extensions •  Seller rating extensions #SMX @Adlucent
  15. 15. Optimizing Mobile Ads •  Use Local Inventory Ads (LIAs) to advertise products in- stock at a brick-and-mortar location near the customer An Adlucent client participating in the Google Store Visits beta saw a 6.8% visit rate from LIAs, resulting in thousands of in-store customer visits in a recent month #SMX @Adlucent
  16. 16. Optimizing Mobile Ads •  Test different mobile landing pages to optimize RPC Mobile-specific landing page test produced 5.1% increase in RPC when users were shown links to multiple product categories Control Test Click for Offer Exclusive Discount available on this visit 25% Off 1 Item Now Shop Top Rated Categories #SMX @Adlucent
  17. 17. Visit the link below to download the new Adlucent whitepaper on how to make more money on mobile! www.adlucent.com/mobile #SMX @Adlucent
  18. 18. Creating, Testing & Optimizing Paid Search Ads SMX East 2014

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