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The Latest Mobile Search Trends and Best Practices February 2012


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Mobile search trends and best practices for tablets and smartphones. Latest Performics data on mobile search impressions, clicks, CTRs, CPC and revenue per click by device.

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The Latest Mobile Search Trends and Best Practices February 2012

  1. 1. Mobile Search Trends & Best PracticesFeb. 2012
  2. 2. 2011 Was a Revolutionary Year for Mobile . . . • Global smartphone & tablet shipments outpaced desktops & laptops o Tablet sales surpassed netbook sales in Q2 • U.S. mobile advertising spend reached $1.45B in 2011, an 89% increase over 2010 the tipping point: holiday 2011 • Google noted that mobile paid search ad volume doubled from Dec. „10 to Dec. „11 • All-time mobile paid search clicks & impressions peaked on Black Friday o Black Friday mobile clicks were up almost 400% YoY o Black Friday mobile clickshare was 23% in 2011 vs. 10% in 2010 • Tablet ownership doubled over the holidays • 7% of all online holiday sales came from tablets • Tablet avg. order size ($149.84) exceeded computer ($146.07)Sources: Morgan Stanley Research (2011); eMarketer (Jan, 2012); Pew (Jan. 2012); Kenshoo (Jan. 2012); Performics (Jan. 2012); Google (Feb. 2012)
  3. 3. But the Revolution Has Just Begun . . . • By 2014, mobile Internet usage will overtake desktop • Smartphone sales will quadruple between 2010 and 2015 • Tablet users will jump 62.8% in 2012 • Mobile ad spend in the U.S. will reach $2.6 billion in 2012 • $1.28B on mobile search • By 2015, m-commerce sales will be $31 billionSource: eMarketer;
  4. 4. Mobile Search is at the Centerof the Revolution
  5. 5. Mobile Search Influences Mobile Shopping 63% of people have changed the way they gather information 75% say mobile search makes their lives easier 32% say they use mobile search more than desktop search 49% of mobile searchers made a mobile purchasePerformics & ROI Research 2011 Mobile Insights Study (March 2011)
  6. 6. Mobile Search is Critical to Driving In-store Traffic and Initiating Leads 40% of mobile searches are local After looking up a business on a smart phone: 61% of users call the business 59% visit the locationGoogle; Performics & ROI Research 2011 Mobile Insights Study (March 2011)
  7. 7. Mobile Paid Search Impressions Continue to Rise • Mobile paid search impressions on Google peaked at 16.4% in Dec. 2011, the highest of all-time • Impressions remained high in Jan. 2012, at 15.9% of all paid search impressions • For the last 3 months, tablets were 38% of all mobile impressions* Based on Performics‟ aggregate client base; Google AdWords (Content & Search Partners excluded) (Feb. 2012)
  8. 8. We predict that mobile will make up 20% of all paid search impressions by summer 2012* Based on Performics‟ aggregate client base; Google AdWords (Content & Search Partners excluded) (Feb. 2012)
  9. 9. Mobile Paid Search Clicks Relentlessly Gain Share • In 2011, mobile clickshare rose every month, peaking in Dec. at 21.7% • In Jan. 2012, mobile was 21.5% of all clicks* Based on Performics‟ aggregate client base; Google AdWords (Content & Search Partners excluded) (Feb. 2012)
  10. 10. Tablets Have Driven Recent Clickshare Growth Search is the second most-popular activity on tablets (after gaming) Tablets Now Drive 39.6% Tablet share of mobile clicks was 39.6% of Mobile in Jan. 2012, a 14.8% jump from Dec. Search The increase could be due to the popularity of tablets as gifts during Clicks holiday 2011.* Based on Performics‟ aggregate client base; Google AdWords (Content & Search Partners excluded) (Feb. 2012); Google (3/11)
  11. 11. We project that mobile clickshare will rise to 28% by summer. The release of the iPad 3 & additional Android tablets will help make this a reality.* Based on Performics‟ aggregate client base; Google AdWords (Content & Search Partners excluded) (Feb. 2012)
  12. 12. Mobile CTRs Hold Lead Over Computers • In Aug. 2011, mobile CTRs shot above computers and haven‟t looked back • In Jan. 2012, mobile CTRs were 45% higher than computers • 2 factors have contributed to this: o (1) the popularity of tablets, which have always had good CTRs o (2) unprecedented decreases in computer CTRs over the last few months* Based on Performics‟ aggregate client base; Google AdWords (Content & Search Partners excluded) (Feb. 2012)
  13. 13. Revenue per Click (Desktop v. Tablet v. Phone) • Revenue per click for search on desktops and tablets is similar • We anticipate the smartphones will continue to be low revenue drivers* Based on Performics‟ aggregate client base; (Feb. 2012)
  14. 14. Despite Growth, Mobile Paid Search Is Still a Bargain • Smartphone CPCs remain about 50% less Mobile CPCs (Indexed against than desktop CPCs Computers) • Tablet CPCs are 100% catching up to 80% desktop at about 20% less 60% 40% 20% 0% Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Mobile CPC Index Tablet CPC Index* Based on Performics‟ aggregate client base; Google AdWords (Content & Search Partners excluded) (Feb. 2012)
  15. 15. “Mobile volumes and CTR aregrowing, while PPC prices are belowdesktop levels. This suggests a buyingopportunity.”SearchEngineLand (July 2011)
  16. 16. Advertisers can also increase visibilitythrough mobile organic search,but face some challenges . . .
  17. 17. Organic Mobile Search is Splintered• Searchers are tapping through GOOGLE GOOGLE SERPs and dedicated maps platforms SERP MAPS APP• Using succinct queries (40% with local intent)• Across different platforms• Yielding a blend of traditional results and highly localized results
  18. 18. And the Local Ecosystem Itself is No Cake…
  19. 19. So What Are We Going to Do About It?Provide you with 5 essential strategies to ensure yoursmartphone and tablet campaigns are connectingto and engaging your participant Participant Insights Tablets Smartphones Landing Different SEO Distinctively Govern the Pages Focus on Local Devices = Optimize Small SERP Keep it Simple Different Strategies
  20. 20. ParticipantDifferent Devices = Different Strategies Insights• Smartphone Nuances: o Your “constant companion” o 59% use smartphones while shopping/errands o Product reviews/comparisons o Looking for a store location, phone # o Social recommendations & deals, geo check-ins and click to call• Tablet Nuances: o Your “couch companion” o 70% watching TV while using tablets o At night, in bed o With their familiesThink about the optimal time for smartphone & tablet buys, times to push bids, and what your customers are doingwhen they see your message. On tablets, they’re relaxing; on smartphones theyre running around town
  21. 21. ParticipantDifferent Strategies = Unique Campaigns Insights• Separate campaigns guarantee stronger results o Mobile-only campaigns perform 11.5% better on average than hybrid desktop-mobile campaigns (per Google (2011)) 1 2 3
  22. 22. ParticipantBrowser Wars Insights • Build mobile experiences for tablets (iPads) but strategically invest ad dollars in top-performing browser platforms (Firefox & AOL) where conversions/revenue are high o Apple has the second-highest clickshare (Safari + iPad + Click Share iPhone) and we anticipate Revenue Per Click continued growth o AOL has the highest revenue per click* Based on Performics‟ aggregate client base; (Feb. 2012)
  23. 23. TabletsTablet Paid Search Strategies • Bid o Because tablet users can scroll with a gesture, they‟re more likely to peruse search results and click further down the page o Adjust bid strategy accordingly • Copy o Gear copy & sitelinks to tablet users (i.e. “purchase now from your tablet”) o Most people use tablets when they‟re on the couch, in bed or around the house in evenings; unlike smartphones when they‟re on-the-run • Keywords o Because tablet searchers have different needs, they use different keywords o Create tightly-themed ad groups per device • Landing Pages o Tablet screen size & browsers are more like desktops than smartphones o Drive tablet traffic to desktop or tablet-specific landing pages o Avoid Flash (iPad doesn‟t render Flash)
  24. 24. SmartphonesSmartphone Paid Search Strategies • The small mobile SERP is much easier to dominate than desktop 5 Steps to Dominance: 1. Bid for positions 1 or 2 2. Take up nearly ¼ of page by adding sitelinks 1. Location extensions, hyper local formats or offers 2. Click-to-call/click to download i. Google sees 10M calls per month from click-to-call 3. Optimize for organic searchGoogle (Feb. 2012)
  25. 25. LandingMobile Paid Search Landing Pages Pages • People are 51% more likely to purchase from retailers that have • Simplicity mobile-specific websites o Keep site layout simple • Web retailers could increase o Use minimalistic, clean code engagement by 85% with a mobile- o Keep images scarce specific website o Simplify conversion path • Since Aug 2011, the number of • Usability AdWords advertisers with mobile sites o Optimize navigation with touch-friendly elements has grown 50% o Limit scrolling to one direction o Avoid pop-ups o Avoid Flash and javascript o Avoid redirectsMobile Shopper Session at NRF 2011; Google (Jan 2012)
  26. 26. Landing“SEO On-the-Go” Landing Pages Pages 1. Build a mobile version of your site or use CSS to feed mobile content to users 2. Leverage your native site‟s current search visibility by way of either CSS or canonical tags plus user agent redirection 3. Keep mobile pages succinct, lean, and fast 4. Ensure local information is readily and easily available unique mobile features like location detection and filtration 5. Avoid using pixel and absolute rendering; use percentage or relative instead 6. Provide users an opt-out of the mobile experience to access your full native site 7. Use an easy, fast payment system to secure conversions
  27. 27. SEOMobile & Local SEO• Optimize mobile site hierarchy & user experience to guide conversions• Leverage traditional site SEO efforts to increase SEO visibility across platforms• Generate new, qualified traffic from mobile and local keywords• Deliver relevant local results across organic search and map listings
  28. 28. Thank You