What's going to happen to SEM when there's no such thing as mobile anymore? Chronicling the rise of voice search, how PWA's impact app campaigns and what we'll have to do in the future.

1. Life After Mobile
aaron levy | @bigalittlea
manager of client strategy

2. 7 Offices
4 Countries
160+ People
25% Remote
100% Awesome

4. Award-Winning Digital Marketing
AD AGE Best Agency Culture
AD AGE Top 25 US Search Agencies
US SEARCH AWARDS #1 Best Agency
MASHABLE #1 Best Tech Companies to Work For
ENTREPRENEUR #1 Top Company Culture
BING Independent Agency of the Year
CRAIN’S NYC #1 Best Place to Work

5. HI!
10+ years of digital, mostly in search
Oversee SEM team across North America
Have not missed a single HeroConf
Teach at Drexel & University of Vermont
@bigalittlea | aaron@elitesem.com
Part time Muppet

7. 10 Years
Young

8. What happens next?

10. Life After Mobile + Some Stuff
To Do Now To Better Focus On
Audience Which’ll Future-Proof
Your Accounts And Careers
aaron levy | @bigalittlea
manager of client strategy

11. 5 predictions that’ll
probably be wrong but
who cares you’re
already here I’m gonna
share them anyway

12. comp mobile tablet
Hour of Week Usage trends
Mobile volume spikes Sunday evening, strong
throughout “home and commute” time
mon sun
source: 38b impressions across 10 large clients. mix of b2b & b2c, last 6 months.

13. 69%
31%
56%
44%
63%
37%
mobilecomptablet
9%
22%
20%
12%
25%
25%
15%
19%
16%
22%
16%
16%
26%
10%
11%
17%
8%
11%
comp
tablet
mobile
source: 38b impressions across 10 large clients. mix of b2b & b2c, last 6 months.
Age +
Gender
Varies By
Device
Old dudes are slow
adopters to change

14. HHI Impression Volume
Most work in high income areas. People aren’t
taking their computers home anymore
8%
5%
6%
9%
7%
6%
12%
12%
10%
14%
14%
13%
19%
21%
19%
38%
41%
46% comp
tablet
mobile
source: 38b impressions across 10 large clients. mix of b2b & b2c, last 6 months.

15. Prediction 1:
Home computing
as we know it
will die

16. Mobile specific
campaigns?
Usually, not always
bit.ly/ppc-device

17. {=IF} ads...
don’t do much
but they indicate
something bigger

18. Talking to
imaginary ladies
It won’t matter how you think it will

19. Let’s play a game!
How much more likely is a word to appear in mobile?
How?
Near me
Find
Schedule/Book/Appointment
Call/phone
Can I & may I?
Please?
2x
1.7x
3x
0.9x
5x
3.2x
∞

20. 23%
39%
17%
8%
3% 4%
3% 3%
25%
32%
16%
8%
3%
7%
6%
4%
1 2 3 4 5 6 7 8+
No huge proportion of
natural language
search.
Yet.
Query length is shorter for desktop
(79% of queries <3 words
vs. 73% on mobile

22. Here’s my phone bill
...I need more friends 

23. Prediction 2:
The rise + fall
of “phones”

24. Here’s my phone bill
Last 30 days
Phone calls: 20
Non court or spam phone calls: 9
...That weren’t my mom: 5
Text messages: 1,897
Unique numbers texted: 64

25. What If
Calls Are
Valuable?
Not everybody is me.

26. Guess who’s back!
Prioritize scenarios where call
extensions likely to show

27. Import call
actions to
make
tracking...
actionable?

28. For those who
are more like
me (aka normal)

29. Inundate The
User With Help
Available NOW
Text extensions doubled
overall CTR when shown, and
led conversion rate to
increase by 40%

30. Prediction 3:
Commutes
become
productive

31. $0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
1 3 5 7 9 11 13 15 17 19 21 23
CVR AOV
B2B
$68.00
$70.00
$72.00
$74.00
$76.00
$78.00
$80.00
$82.00
$84.00
$86.00
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Commuter
hours are
already the
best...
Exactly half the time.
b2b aov/cvr peak in the morning
b2c in the evening
B2C

32. What will
you do
with an
extra 90
minutes
of brain time?

33. Time growth favors apps
477k 481k 551k 492k
410k
621k
779k 864k77k
97k
118k 125kDesktop App mWeb
source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
+26%
+52%
+1%
+21%
+25%
+14%
+5%
+11%
-11%
+3%
+111%
+62%
‘13 ‘14 ‘15 ‘16

34. 2: the death of Mobile Web
Prediction 4:
Mobile web
will fade

35. source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., 18+
4.0
11.4
9.3
116.3
monthly uniques (mm) average minutes per visitor
apps: lasting engagement
mWeb: quick discovery
app users spend 29x longer engaged.

36. source: AppsFlyer Performance Index H1 2016
AppsFlyer Performance Index
Google growing strong. Bing where u at?

37. 1. Facebook is 54% mobile only & 74% of
Facebook’s revenue is mobile
2. Audience network is AWESOME for
app installs
3. Instagram Stories absolutely smash
Snapchat for way less money
4. Professional content loses to UGC
5. It ain’t gonna change. We’re vain.
A Few Quick Words

38. Search App
Install Campaigns
Broad(er) ToFu queries for
volume + efficiency
ALWAYS include search
partners

39. Display
App Install
Campaigns
Run Of Network FTW!
Discover top placements
(specific apps) + break them
out for long running growth

41. Devices as customer proxy
Proactively target new top tier or one gen older

42. Universal
App
Campaigns
Catch All
Campaign for
Installs
Search
Google App / mWeb
Engage
In App (via AdMob)
Surf
the mGDN

43. Run all match types, tier bids
Apple Search Ads
Low CPT, easy wins for installs
SQ reports (duh)
Bid the crap out of brand exact +
slacker competitors
Top keywords in metadata
Make your app not suck

44. 45
66
31
50
28
45
30
40
33
39
28
37
26
34
28
30
23
26
19
12
7
7
locate a store or check hours
read customer product reviews
compare prices with other sites or stores
purchase a product
find a coupon or coupon code
check product availability online
check product availability in store
redeem a coupon or coupon code
learn about in-store promotions or events
use a stored-value card on my phone in a shop
pay for a product in store
Source: Forrester/RetailMeNot Report, August 2015
Retail... not so much
How do users perform shopping activities on their phones?
apps
mWeb

45. Enter AMP + PWA
Finally, the SEO’s can help us out!
Accelerate Mobile Pages (AMP) speed up web
content delivery with a few nifty html/js tricks.
Progressive Web Apps (PWA) are a hybrid of
sites and apps. Basically, it’s a site that’s
built to look and feel like an app.

46. Accelerated Mobile Pages
Because fast stuff is better than slow stuff
Accelerate Mobile Pages (AMP) speed up content
delivery with a few nifty html/js tricks. They’re basically
stripped down pages to load faster. The library +
framework is open source at ampproject.org
• 57% of users bounce when page load takes >3s.
• AMP pages load 4x faster than non-AMP (<1s)
Ideal for: Everyone. Give an eBay search a try as an
example and see how fast it loads.
Examples:
Bounce
Rate
Quality
Score
Your
Skillz
Mobile
CPC’s

47. Progressive Web Apps
Not every network is lightning
Progressive Web Apps (PWA) are sites built to look
and feel like an app. It’s more a style of development,
using cache tricks to make pages available on limited
networks. The “app” can be saved to a home screen
without a download.
Ideal for: Not everyone. It’s best for when your site
doesn’t exactly act like a site.
Examples: http://pwa.rocks

48. I use 7+ devices
in a given week

49. Prediction 5:
Devices will die.
We’ll target
people

50. Cross device conversions
The easy stuff

51. They’re Just Conversions Now
20% “lift.” Yes, you can break them out.

52. They’re Just Conversions Now
20% lift in conversions. yes, you can break them out.
You may notice an increase in the
number in your “Conversions”
column.
You’ll still be able to review your cross-
device conversions separately in the
“Cross-device conversions” column.
You may notice an increase
in bids and spend as the system
adjusts to an increase in
conversions.

53. They’re Just Conversions Now
20% lift in conversions. yes, you can break them out.
Turn off auto-bidding
(for now)
Be prepared for a 20%
“lift” in conversions
Keep mobile bids where
they were
Decrease desktop bids
15-20%, tablet 10-15%
Cross Device Conversions

54. 3 Microsoft | 2 Amazon
1 Comcast | 5 Google

56. Source: Blue Research + Google
quit before doing yet-
another-signup
give up if they don’t
remember u/n or pw
92%54%
Signing in is a pain point

57. Two big
problems:
Google | FB don’t
share well outside
of their ecosystem
GA | AdWords |
Bing | FB all suck
at app tracking

58. Time to learn about MMP’s
Engine pixels can tell you installs.
MMP’s tell you everything.

59. Bacons are
delicious, but
limited. Wifi
even more.
Only capture users who
actively connect.

60. The future
will be
location
driven.

61. 1: People want an
easier home life,
not a harder one.

62. 2: Millennial’s
think talking is
stupid but they’re
only part of the
market.

63. 3: Your 21st
century
commute
is an extra
hour to
GSDMSH.

64. 4: Treat people
how they want to
be treated, not
how we want to
treat them.

65. 5: Embrace human
attribution.
It’s not as hard as
you might think.

66. Thoughts for the future?
aaron@elitesem.com | @bigalittlea