Harnessing mobile search for performance marketing


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Mobile commerce is growing fast and there are fantastic opportunities in mobile search for the early adopter.

In this session, Sri will explore how consumers behave on mobiles and tablets, share the latest ideas from mobile paid search and practical tips on how to achieve powerful results. Hear about the current challenges that surround mobile paid search, along with examples of success with different brands and how affiliates can apply learnings.

Sri will also take you through the latest mobile search toolkits to help you action your mobile search strategies.

Published in: Business, Technology
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Harnessing mobile search for performance marketing

  1. 1. Harnessing the full potential of mobile search Sri Sharma, Managing Director June 2012© 2012 Net Media Planet 1
  2. 2. Introducing Net Media Planet We drive sales from search and display for our clients on a paid on performance basis Run campaigns across over 70 markets and 30 languages Over €100 million in client revenue annually Passionate about Search and Display© 2012 Net Media Planet @srisharma | @netmediaplanet 2
  3. 3. Mobile advertising in Western Europe will be 25% of global market by 2015 Source: Gartner 2012© 2012 Net Media Planet @srisharma | @netmediaplanet 3
  4. 4. Growth potential in mobile search Chart to show share of search clicks by device and region Source: Marin 2011 (full year)© 2012 Net Media Planet @srisharma | @netmediaplanet 4
  5. 5. Mobile search performance varies by device Average cost per conversion by device (indexed) Source: Marin 2011 (full year)© 2012 Net Media Planet @srisharma | @netmediaplanet 5
  6. 6. The customer and the new dimension called Location On the move At home On the high street© 2012 Net Media Planet @srisharma | @netmediaplanet 6
  7. 7. Simplicity Immediacy Context Source: Forrester Research 2011© 2012 Net Media Planet @srisharma | @netmediaplanet 7
  8. 8. Approach to harnessing mobile search Continuous Technical Testing optimisation Customer Creative Ideas© 2012 Net Media Planet @srisharma | @netmediaplanet 8
  9. 9. Improve ROI through targeting© 2012 Net Media Planet @srisharma | @netmediaplanet 9
  10. 10. 55% of tablet sales are happening in the home Sales on Tablet devices - by time of day Indexed Hours Source: Net Media Planet - Retail clients© 2012 Net Media Planet @srisharma | @netmediaplanet 10
  11. 11. Targeting specific networks only Results: ROI +15% higher Mobile customer specific ads increased CTR +35% Mobile click to sales x3 shorter than on desktop© 2012 Net Media Planet @srisharma | @netmediaplanet 11
  12. 12. Device model targeting - too specific?© 2012 Net Media Planet @srisharma | @netmediaplanet 12
  13. 13. Consider... Test splitting out your campaigns to be more targeted Target only non Apple devices if the website is flash heavy The higher the retail price of the device the higher the AOV generated Targeting only at peak times of day can drive up ROI© 2012 Net Media Planet @srisharma | @netmediaplanet 13
  14. 14. Encourage high- street shoppers to see your brand© 2012 Net Media Planet @srisharma | @netmediaplanet 14
  15. 15. Proximity bidding - key features Specifically target mobile consumers close to stores Positional increase based on proximity Agree a percentage increase in bid Run multiple radius targets from one campaign Still in beta - not in Adwords interface yet© 2012 Net Media Planet @srisharma | @netmediaplanet 15
  16. 16. Results for a UK retailer across 250 stores Results: Mobile traffic increased +76% Mobile revenue increased +17% Drove footfall instore© 2012 Net Media Planet @srisharma | @netmediaplanet 16
  17. 17. Consider… Proximity bidding can be used protectively and competitively To generate volume you need lots of locations Peak times of year eg Christmas can provide volume opportunity© 2012 Net Media Planet @srisharma | @netmediaplanet 17
  18. 18. Drive in-store sales© 2011 Net Media Planet @srisharma | @netmediaplanet
  19. 19. Google Offers - key features It’s an extension format Offer extension replaces sitelinks currently (CTR risk) Can be set to redeem in- store or online Can choose barcode/discount code© 2011 Net Media Planet @srisharma | @netmediaplanet
  20. 20. © 2012 Net Media Planet @srisharma | @netmediaplanet 20
  21. 21. © 2012 Net Media Planet @srisharma | @netmediaplanet 21
  22. 22. © 2012 Net Media Planet @srisharma | @netmediaplanet 22
  23. 23. © 2011 Net Media Planet @srisharma | @netmediaplanet
  24. 24. Consider... Offer affiliates trackable voucher to drive in-store sales Geo-target urban areas using Google Offers to encourage footfall in-store Target local search keywords (40% of searches are local)© 2012 Net Media Planet @srisharma | @netmediaplanet 24
  25. 25. Improve CTR and Conversion rate through the message© 2011 Net Media Planet @srisharma | @netmediaplanet
  26. 26. Key questions What does the customer really want? What device is the customer using? Where is the customer likely to be? What time is it?© 2012 Net Media Planet @srisharma | @netmediaplanet 26
  27. 27. © 2012 Net Media Planet @srisharma | @netmediaplanet 27
  28. 28. © 2011 Net Media Planet @srisharma | @netmediaplanet
  29. 29. Consider... Tapping into the true customer mindset is the key (do they want more than a deal?) Use time of day to test different messaging Consumers are more likely to click if they know they are being taken to a mobile site Be inventive!© 2012 Net Media Planet @srisharma | @netmediaplanet 29
  30. 30. People on the go prefer to talk© 2012 Net Media Planet @srisharma | @netmediaplanet 30
  31. 31. © 2012 Net Media Planet @srisharma | @netmediaplanet 31
  32. 32. Google Click to Call and Call Extensions - Key features Call Extensions Works for desktop, mobile and tablet campaigns Google can provide Call forwarding number to track calls from PPC ads Mobile ads may link to a website and phone number or only a phone number Click to Call Works on mobile phones only Location extensions are used to serve the phone number of the closest store When a consumer clicks on the phone number in the ad it places a call to the store© 2012 Net Media Planet @srisharma | @netmediaplanet 32
  33. 33. UK retailer results Results: Leads increase 26x Conversion rate up 220%© 2012 Net Media Planet @srisharma | @netmediaplanet 33
  34. 34. Consider... Provide more click to call affiliate opportunities Test Call extensions and blocking access to the mobile site Split test Call extensions vs sitelink extensions Test click to call for certain times of day when customers will be out and about© 2012 Net Media Planet @srisharma | @netmediaplanet 34
  35. 35. IP TV and mobile will meet© 2012 Net Media Planet @srisharma | @netmediaplanet 35
  36. 36. © 2012 Net Media Planet @srisharma | @netmediaplanet 36
  37. 37. Higher quality insights SEO Affiliate Social TV PPC© 2012 Net Media Planet @srisharma | @netmediaplanet 37
  38. 38. Technical optimisation is vital on all devices© 2011 Net Media Planet @srisharma | @netmediaplanet
  39. 39. Structuring mobile campaigns Split out campaigns by device Test splitting out campaigns to target people at home different to out and about (mobile network vs Wifi) Enable Extensions to maximise ‘real estate’ Split keywords into more granular campaigns to maximise 2 mobile sitelinks Try Google Adgroup generator tool to build keywords and adgroups specific to mobile© 2011 Net Media Planet @srisharma | @netmediaplanet 39
  40. 40. http://adwords.google.co.uk/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS (must be logged in to use)© 2012 Net Media Planet @srisharma | @netmediaplanet 40 40
  41. 41. Keyword research and refinement Datamine and exclude ‘store location’ keywords (40% searches are are local) Test new campaign level near exact keyword feature Test tools including: Google keyword tool for mobile tools.seobook.com/spelling/keywords - typos generator Rapidkeyword.com - permutations and combinations Ubersuggest.com - taps into Google Suggests and other sources Socialmention.com - social monitoring for current keyword research Youtube.com/keyword_tool - tap into video search keywords© 2011 Net Media Planet @srisharma | @netmediaplanet 41
  42. 42. Adcopy refinement Use Extensions to cover more ‘real estate’ Refer to ‘visit our mobile site’ and m.yoursite.com to increase CTR Provide Immediacy on smart phones - Use Sitelinks to reduce user journey and Call to actions eg Buy Now, Call Now Preview ads on a phone/tablet as preview tool doesn’t show format© 2011 Net Media Planet @srisharma | @netmediaplanet 42
  43. 43. Bid Management Google Automated Rules© 2011 Net Media Planet @srisharma | @netmediaplanet 43
  44. 44. Positional strategy needs to be different by device CTR CTR Average position Average position© 2012 Net Media Planet @srisharma | @netmediaplanet 44
  45. 45. Top 3 Takeaways Put the customer at the centre Put in place great technical optimisation The winners will be those who invest in being creative and test© 2012 Net Media Planet @srisharma | @netmediaplanet 45
  46. 46. Thank you Do you have any questions? Twitter: @netmediaplanet @srisharma Blog: http://www.netmediaplanet.com/blog© 2011 Net Media Planet