Panelists: Tactical Search: Local


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  • WAP (Wireless Application Protocol) - is an open international standard for applications that use wireless communication. WAP sites are websites written in, or dynamically converted to, WML (Wireless Markup Language) and accessed via the WAP browser. -Wikipedia, April 2008 Experience specifically designed for the mobile user Most mobile phones cannot read flash Mobile phone screens have increased in size and performance but traditional websites are designed for desktop screens and computers with faster processors and higher ram Mobile and Desktop users differ dramatically. Desktop users will spend time surfing the web for what they want while mobile users want what they are looking for now. A WAP site can decrease abandon rate from mobile users. Decreased load time Most images on traditional websites have been optimized for broadband speeds. Smartphone web speeds have increased to broadband speeds but the majority of phones in users hands are standard phones with limited speeds. WAP sites allow the ability to present users with only what they need so pages can load faster. Ability to advertise on all mobile platforms For example, if Google Mobile cannot convert a site into WML it will not display its PPC ads. Jumptap (mobile search and display network) will not allow a site to advertise on their network without a WAP site.
  • US Mobile Advertising Spend 2007: $34.5MM 2012: $1484.2MM (est.)* 4200% growth over five years There is currently a gap between the amount of mobile users and advertisers. Enter the mobile arena now to understand how users react to your brand when presented to them on their mobile device. This can give your brand a heads up on the competition when the market becomes saturated.
  • Panelists: Tactical Search: Local

    1. 1. Tactical Search: Local & Mobile Search Erika Moersch, Manager Paid Search, Outrider
    2. 2. WAP/Mobile Sites <ul><li>Experience specifically designed for the mobile user </li></ul><ul><li>Decreased load time </li></ul><ul><li>Ability to advertise on all mobile platforms </li></ul>
    3. 3. Mobile Search Best Practices <ul><li>Choose the right keywords </li></ul><ul><li>Redirect so they can find you </li></ul><ul><li>Plan for on-deck and off-deck </li></ul><ul><ul><li>75/25 rule </li></ul></ul><ul><li>Learn Now </li></ul>*source: eMarketer, Feb 2008
    4. 4. Issues and Roadblocks <ul><li>Flash, Java </li></ul><ul><ul><li>Only 13.3% of phones are smartphones </li></ul></ul><ul><li>Algorithms </li></ul><ul><li>No platform standardization </li></ul><ul><ul><li>CTIA </li></ul></ul><ul><ul><li>Android </li></ul></ul><ul><li>Creative limitations </li></ul><ul><li>No domain/sub-domain standardization </li></ul><ul><ul><li>m., .mobi, wap. </li></ul></ul><ul><li>Tracking </li></ul>
    5. 5. Mobile Search Insider Learnings <ul><li>CPCs may or may not be high </li></ul><ul><ul><li>Entertainment and Auto </li></ul></ul><ul><li>Yahoo vs. Google Impressions </li></ul><ul><ul><li>Yahoo 18.2 million uniques </li></ul></ul><ul><li>Low volumes </li></ul>
    6. 6. Mobile Search Insider Learnings <ul><li>Underestimate impressions; accurate clicks </li></ul><ul><li>Less real estate than traditional search </li></ul><ul><li>Test for less than $1K/month </li></ul><ul><ul><li>Two Entertainment Vertical Campaigns </li></ul></ul><ul><ul><ul><li>General industry terms </li></ul></ul></ul>
    7. 7. Testing – The time is now! <ul><li>Low cost advertising </li></ul><ul><li>+ Sparse Mobile Competition </li></ul><ul><li>Minimal Risk </li></ul>
    8. 8. Thank you!