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Google's Mobile Search Presentation from #MMSEM11

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Google's Mobile Search Presentation from #MMSEM11

  1. 1. mobile search: the new search marketing frontier November 1, 2011 1 Google confidential
  2. 2. Savita Nagaraja Matt Dorfman Jeanne Burgman Mobile Account Mobile Account Mobile Account Specialist Executive Executive 2 Google confidential
  3. 3. agenda: 1 Mobile Market Trends 2 Consumer Behavior 3 Mobile Best Practices 3 Google confidential
  4. 4. Market Trends 4 Google confidential
  5. 5. June 2007 Today 5 Google confidential 5
  6. 6. By end of 2011 over half of Americans will have a smart phone Source: Nielsen March 2010, Morgan Stanley 2010 Google Confidential and Proprietary 6 Google confidential
  7. 7. demographics of mobile web users, US 13+ 13+ by Gender US Mobile Web Users, 13+ by Platform 25,567 30,000 25,000 18,574 20,000 17,045 15,000 Female 10,000 3,735 Male 1,599 48% 5,000 1,113 52% 0 Microsoft Symbian Palm RIM Apple Google [Platform] [Platform] [Platform] [Platform] [Platform] [Platform] 13+ by HHI 13+ by Age Bucket 27,864 40,000 33,275 30,000 19,403 21,175 30,000 21,975 19,304 16,671 20,000 15,854 20,000 14,489 9,022 8,022 10,000 10,000 4,374 0 <$25k $25k to < $50k to < $75k to < $100k+ 0 $50k $75k $100k 13-17 18-24 25-34 35-44 45-54 55-64 65+ source: comScore MobiLens Audience Profile, April 2011 7 Google confidential
  8. 8. mobile is the new “black” Global Mobile vs. Desktop Internet Population, 2007-2015 Global Internet Users (MM) Source: Morgan Stanley Research, April 2010 8 Google confidential
  9. 9. Why is smartphone adoption so rapid? 9 Google confidential
  10. 10. OEMs supply the booming “Free” bundled deals from providers market demand Faster networks = Better mobile experience Information empowers people & people crave it Source: Morgan Stanley Research February 2011; Internal Google Data 2011 Google Confidential and Proprietary
  11. 11. tablets replacing notebooks 2Q11 global notebook share including iPad “[a Deutsche Bank] analyst reviewed notebook sales in recent years, up to the second quarter of 2011, and found that, when included, the iPad has boosted Apple beyond all laptop makers.” -Gigaom, 8/9/11 11 Google confidential
  12. 12. Tablet Competition Fuels Price Wars September 2011 MSI HP Touchpad Galaxy WindPad Tab 10.1 Lenovo Lepad Gigabyte 7-inch tablet Toshiba Dell 10” Viewsonic Thrive Android Tablet ViewPad 7X Archos Gen 9 Tab Kindle Fire Sony Tablet S EVO View 4g (Pre-Orders) (end of Sept) Source:, 12 Google confidential
  13. 13. up next, more ways to shop 2014 source: Google internal data (UL, UR). Mary Meeker, mobile trends, 2009 (UR). Forrester Research, 2009 (LL). PhoCusWright, january 2010 (LR). 13 Google confidential
  14. 14. Consumer Behavior 14 Google confidential
  15. 15. what people are willing to give up to keep our smartphones willing to exchange for internet usage on smartphone beer chocolate superbowl tickets high heels cable 43% 36% 34% 26% 20% Source: The Mobile Movement Study, Google Ipsos OTX MediaCT, April 2011 Base: Smartphone Users (5013) Q: Which of the following things would you be willing to give up for an entire month, in exchange for continuing to use the internet on your smartphone? 15 Google confidential
  16. 16. today’s hyper-connected consumer television game system phone tablet computer 16 Google confidential
  17. 17. consumers are matching devices to situation PC Tablet Mobile Admin Workhorse Couch Companion Constant Companion •  At home or office •  Web surfing & shopping •  Always with you •  Task-oriented •  Entertainment •  Location-specific •  Solitary experience •  Shared experience •  In store •  Personal 34% 68% spend more time use their tablet at on their tablet than least 1 hour watching TV per day Source: Google Mobile Display Tablet Usage Survey, US, March 2011. n= 1,430, all members of the Google Mobile Display Network. 17 Google confidential
  18. 18. 9 out of 10 searches take action as a result of a smartphone search Actions Taken As a Result of a Smartphone Search 59% Discuss Continue 67% Research Visit a 68% Business 53% Purchase Base: Smartphone Users Who Use Search (4902). Q. Which, if any, of the following actions have you taken as a result of conducting a search on your smartphone? 18 Google confidential
  19. 19. apps and sites are visited mobile applications Number of US Smartphone users 13+ who have used Mobile Browsers / Apps (millions) 58.9 57.1 63%+ •  Search is the most popular usage of mobile browsers •  82% of US smartphone users have 35.0 35.0 used a browser Mobile Apps Mobile Browsers Feb 2010 Feb 2011 source: comScore MobiLens Audience Profile, and MobileLens Trend, # of US Smartphone Users 13+ who have used non-native Mobile Apps / Mobile Browsers (MM), February 2010 vs February 2011 19 Google confidential
  20. 20. 20 Google confidential
  21. 21. best in class: offline to mobile Shazamable Commercials 21 Google confidential
  22. 22. Mobile Best Practices ten tips in 10 mins for driving conversions from mobile search 22 Google confidential
  23. 23. understand your mobile traffic use web analytics to find out what people want while on the go Percentage of mobile visits to your site •  Which devices and carriers are visiting your site •  Mobile consumer behavior • Which keywords consumers are using to find your site 23 Google confidential
  24. 24. manage your customer mobile experience with optimized mobile sites mobile users hold grudges •  61% of users are unlikely to return to a mobile site they had trouble with. •  40% said they’d visit a competitor’s mobile site instead. •  51% of consumers are more likely to purchase from mobile-specific sites Source: Gomez, “Why the Mobile Web is Disappointing End-users.” March 2011 Source: PRWeb, “51% of Counsumers are more likely to shop at retailers who have websites designed for devices like the iPhone.” November 16 2010. Research by Brand Anywhere and Luth Research, “Supply and Demand of the Mobile Web” November 2010 24 Google confidential
  25. 25. best practices for building your mobile site: 1 Prioritize Content 2 White Space 3 Big Buttons 4 Easy to Convert 25 Google confidential
  26. 26. think separate mobile campaigns average mobile click through rate increase is 11.5% OPTIMIZE BIDS KEYWORD LISTS CREATIVES Exercise more Budget & bid Customize your control separately for mobile ad creative for Gain better visibility and 5 ad slots available on mobile have more control mobile vs. 10 for desktop Create mobile specific ad copy and call to action. 26 Google confidential
  27. 27. use mobile specific creative improve CTR by incorporating a mobile call to action in ad copy “By using text specifically aimed at mobile users, we saw revenue from our mobile search activity increased by 91% YOY.” Marco De Rosa, Interactive Marketing Manager EMEA Include phrases like “Shop today from your phone” or “Call today for a free quote” 27 Google confidential
  28. 28. think local 40% of searches have local intent Roy’s hyperlocal mobile-only campaign drove a 40% increase in calls with a CPC 67% less than desktop ads. Source: M Search Groove 2010 28 Google confidential
  29. 29. think immediate 70% of smartphone users use their phone while shopping in-store 82% booked within a day of arrival, vs. 45% 58% were within on desktop 20 miles of their hotel Source: Google/OTX Consumer Pulse Check, Q4 2010 Source: Priceline Sept. 2010 29 29 Google confidential
  30. 30. manage to position 1-2, defend your brand territory click through rate drops 90% between 1st and 4th position First focus on the ABOVE THE FOLD search bar and the first AdWords ad 4.0% 3.5% 3.0% 2.5% Second focus on 2.0% CTR drops 90% between the the first organic 1.5% 1st and 4th position on a result mobile SERP 1.0% 0.5% 0.0% 1 2 3 4 Source: iCrossing, 2010 study Source: Eye Square Eye Tracking Study, 2011 Base: Respondents with contact to the mobile advertising on Google (n=50 mobile) Info: Aggregation over three brands 30 Google confidential
  31. 31. drive leads with click to call 6-8% average increase in click-through-rate Ø Improved CPA: 20%-30% less cost than other marketing channels Ø Boosted conversion rates: Calls coming from click-to-call mobile ads more likely to result in sales 31 Google confidential
  32. 32. qualify your customer 30% increase in CTR with mobile sitelinks Extend the value of mobile ads with sitelinks: ü  Present more landing page options ü  Drive new customers deeper down the conversion funnel ü  Qualify traffic & direct existing customers to member login Two & Three links 32 Google confidential
  33. 33. don’t forget about tablets! A Large Retailer Separated Out iPad Campaigns, Driving Traffic To Their Desktop Site ✓ $1.7M in e-commerce revenue over six months ✓ Average order values 26% greater than desktop ✓ Conversion rates 31% greater than desktop 41% cited shopping as a reason for buying an iPad 33 Google confidential
  34. 34. in summary, your mobile strategy should… Be Clear Define your Mobile campaign goals Engagement, Downloads, Purchases, Test drive, Brochure order Be Ready Be Found Be Smarter Create a mobile-optimized Build mobile-specific Consistently track & report, site and user experience campaigns and optimize accordingly 34 Google confidential
  35. 35. Questions? 35 Google confidential
  36. 36. Merci! 36 Google confidential