LSA Bootcamp San Francisco: Mobile Marketing: What You Need to Know
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Speaker Name, @socialmediahandle Mobile search is increasingly important as people now check their phones 150 times a day. 50% of all searches are now mobile, with 70% of conversions occurring within 5 hours of a mobile search. Marketers must anticipate how customers will search for them on mobile, connect with them during mobile searches, and give customers opportunities to convert on mobile to truly "be there" for customers.
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LSA Bootcamp San Francisco: Mobile Marketing: What You Need to Know
- 1. Speaker Name, @socialmediahandle Mobile Search Be There.
- 2. The growth of mobile Sources: Kleiner Perkins Caufield & Byers's annual Internet Trends report eMarketer, September 2014; confirmed and republished, December 2014. Custora, E-Commerce Pulse Report, May 2015. 150 times a day people check their phones 3B smartphone users in 2015 $18B mobile Search Ad spending in 2016 50% of searches are mobile 2x purchases made through mobile phones versus last year 2Mobile Search - LSA Bootcamp
- 3. Versus 7 days for desktop search 70% of conversions* happen within 5 hours of mobile search Sources: Microsoft Research & Ipsos OTX: “Mobile in The Consumer Journey” *Conversions include: calls, store visits, and purchases across screens 5hrs mobile 7 days desktop 3Mobile Search - LSA Bootcamp
- 4. Paid Search isn’t discriminating between Desktop and Mobile 4Mobile Search - LSA Bootcamp
- 5. Anticipate how they’re going to find you Connect with them when they’re looking for you Speak to them in the context of their search Give them the chance to convert ‘Being there’ for your customers means a few things… 5Mobile Search - LSA Bootcamp Source: Bing Internal Data, January – February 2015.
- 6. Movie to see Places to eat Store to visit Phone number 50% of the people in the United States check their smartphones 150 times/day. Why Mobile Search? 6Mobile Search - LSA Bootcamp What are they searching for?
- 7. Mobile Search Drives Conversions Why Mobile Search? 7 Almost 40% of search queries currently originate from mobile devices3 70% of mobile conversions happen within 5 hours of the initial mobile search2 Mobile accounts for 51% of total time online – eclipsing desktop1 Mobile is cheaper: Average click on mobile costs $0.47 compared to $0.53 on PCs5 Mobile Search - LSA Bootcamp Show me the data…
- 8. Mobile search drives multiple types of conversions Mobile Search - LSA Bootcamp
- 9. Food Delivery Company Case Study Locally based Food Delivery startup An app-focused company, with extremely geo-specific services Very Straight-Forward Goal: Scale efficiently by attracting more of the quality customers they’re getting through Search Solution: Pulled away from more generic, product-related keywords (Campaigns like Meal Delivery, and Ad Groups like Location>Berkeley, Gourmet, and Online Added new keywords based on how people were actually finding them (Campaigns around Competitors, Ad Groups more around ‘Food Near Me’ and ‘Restaurants Nearby’) Setting up the right campaign 9Mobile Search - LSA Bootcamp Clicks Impressions September - Added new campaigns based on more natural search behavior December –Increased mobile bids for visibility Top Keywords last month: “meal delivery” and “restaurant menu” and a competitor brand term – all with very city-specific actual search terms
- 10. A modular campaign structure is the foundation of a scalable search program 10Mobile Search - LSA Bootcamp Start from the customer POV Ad copy is key, so build ad groups that are tightly themed Think through the customer journey Create a modular, replicable structure (like your website)
- 11. Building Those Mobile Campaigns – Tools to Use Keyword Planner Your Own Website 11Mobile Search - LSA Bootcamp
- 12. It pays to be first Click share VS. Rank Source: Bing Internal Data, January – February 2015. 12Mobile Search - LSA Bootcamp Smartphones
- 13. Location targeting: Pinpoint mobile searchers 13Mobile Search - LSA Bootcamp
- 14. of mobile ads in Bing Ads are mobile optimized Mobile optimization matters increase in CTR when ads are mobile optimized 11% 97% Source: Bing Internal Data, January – February 2015. 14Mobile Search - LSA Bootcamp
- 15. Consulting Firm Case Study, from YP Wise Consulting and Training is an environmental consulting business based in Reno, NV. They teamed with YP Marketing Solutions to grab relevant traffic when people didn’t know his business by name. “When you’ve got mold, you’ve got asbestos — how do you find somebody that does that? We have to make our small business ads look attractive, and communicate the message of what we did quickly for people who are in emergency mode.” Solution: Leverage your locality in your ad copy and make it clear that you can provide a solution from just a visit or a phone call away. More calls lead to more clients, which lead to better business results. Wise Consulting has grown from two people, now up to the range of 7-9 people working there. Mobile Ad Copy 15Mobile Search - LSA Bootcamp
- 16. Building Those Mobile Campaigns – Tools to Use Ad Preview Tool Live Searches 16Mobile Search - LSA Bootcamp
- 17. Call ExtensionsCall forwarding/Call metering Of Mobile Callers Ready To Convert Mobile searchers use phones to…call! Local numbers are preferred to toll free numbers 61% 3:1 Source: Ipsos/Google Research Study, September 2013. 17Mobile Search - LSA Bootcamp
- 18. of smartphone users consider location most important factor when looking for information purchases resulting from a mobile search actually take a place in a physical store Drive foot traffic, not just web traffic with location extensions Mobile searchers are local of mobile searches in Bing Ads are local 25% 40% 3 of 4Nielsen, the Digital Consumer Report, 2014 Bing Ads Internal Data Bing Internal Data, January – February, 2015. comScore, 15Miles, and Neustar: 7th annual Local Search Study, 2014. One tap to maps & directions 18Mobile Search - LSA Bootcamp
- 19. Combining extensions on mobile leads to better CTR Sources: Microsoft Eye-Tracking Study, Bing Ads Internal Data Ad with Multiple Extensions Ads without Extensions 0% 2% 4% 6% 8% 10% 12% 14% Location + SiteLink Call + SiteLink Location + Call + SiteLink SiteLink Call Location Text Ads Average CTR 19Mobile Search - LSA Bootcamp
- 20. Conversion rates for smartphone shoppers on mobile-optimized sites is 160% higher than on non-optimized sites1 Driving to a mobile-friendly experience Average order value on smartphones on mobile- optimized sites is 102% of the average order value for shoppers on PCs of those same retailers’ desktop sites; that number drops to 70% on non-mobile-optimized sites1 160% 102% Source: Marketer, Proof that Mobile Optimized Sites Are Necessary, October 2014. 20Mobile Search - LSA Bootcamp Not mobile-optimized Mobile-optimized
- 21. Important information/action is above the fold Make people scroll down, instead of side-to-side Not using any Flash Make sure conversions are easy and clickable Keep things concise (and short, so that they fit) If possible, make an m.site or a responsive design and keep things modular What does Mobile-Optimized Mean? 21Mobile Search - LSA Bootcamp
- 22. Building Those Mobile Campaigns – Tools to Use 22Mobile Search - LSA Bootcamp
- 24. If you’re doing Search, you’re probably already visible in Mobile There are tons of tools to make it work better • Keyword Planners, Ad Copy Previews, Site Grades The ultimate goal is to ‘Be There and get that conversion’ • Ad Extensions, High Placement and Visibility Major Takeaways 24Mobile Search - LSA Bootcamp
- 25. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.
Editor's Notes
- Key Takeaway: Mobile continues to grow at an incredible pace and consumer behavior is changing For the past 1-2 years we’ve all been hearing about mobile and how consumer attention is shifting to these smaller, mobile devices. Mobile continues to grow at an incredible pace and consumer behaviors have changed with the introduction and broader adoption of these devices. Some interesting stats: It’s expected that we’ll see 3B smartphone users by next year We love our mobile phones – we’ll check them 150 times per day Consumers are becoming much more comfortable with mobile devices – twice as many people have made a purchase through phones vs. last year It’s reported that 50% of searches are now mobile. Within our network, we see that roughly 33% of our searches are mobile, up from 23% vs last year (Sept. 2014 vs. Sept 2015). And as search advertisers, it’s expected that $18B will be spent on mobile search by next year. And this year, it’s expected that 50% of search spend will be mobile. We’ve all heard the story. Mobile is exploding and changing industries and mobile devices are quickly becoming a primary avenue for advertisers to reach consumers.
- Key takeaway: The power of mobile search is to influence a user’s decision in their “mobile moment” when they are close to the point of purchase
- Key takeaway: The power of mobile search is to influence a user’s decision in their “mobile moment” when they are close to the point of purchase
- 1. Source: Neilsen online panel, Neilsen mobile panel, Nielsen iPad panel, January 2014 2. Sources: Microsoft Research, Telmetrics Mobile Path to Purchase 3. Source: Microsoft, Bing internal data 4. Source: Accenture, "The Seamless Consumer Retail Survey," Feb 3, 2014 Webroom vs showroom: Webrooming, the practice of researching items online first and then purchasing them in-store, is the reverse of Showrooming — browsing for items in a store and purchasing them online later 5. Source: Marin Software “Mobile Search Advertising around the Globe: 2014 Annual Report.”
- 1. Source: Neilsen online panel, Neilsen mobile panel, Nielsen iPad panel, January 2014 2. Sources: Microsoft Research, Telmetrics Mobile Path to Purchase 3. Source: Microsoft, Bing internal data 4. 5. Source: Marin Software “Mobile Search Advertising around the Globe: 2014 Annual Report.” Source: Accenture, "The Seamless Consumer Retail Survey," Feb 3, 2014 Webroom vs showroom: Webrooming, the practice of researching items online first and then purchasing them in-store, is the reverse of Showrooming — browsing for items in a store and purchasing them online later
- Key Takeaway: In order to calculate the full ROI of a mobile search campaign, advertisers must also account for cross-channel leads and purchases Phone Calls: Click to call is most important to consumers in the active shopping phase of the consumer journey, according to a recent study by IPSOS - Almost two-thirds (61 percent) of survey respondents said that “click to call is most important in the purchase phase of the shopping process.” Click to Call and advanced Call Tracking and Analytics from Bing Ads provide advertisers with the insights they need to include leads from phone calls into ROI calculations Store Visits/Purchases 93% of people who use mobile to research go on to complete a purchase of a product or service. Most purchases happen in physical stores Increasingly, mobile consumers are using their smartphones to facilitate in-store shopping. This is not a bad thing, as many advertisers originally feared. In fact, 80% of those who use their phones in-store also purchase in-store 25% of smartphone users surveyed have downloaded a branded app 40.4% said having the [branded] app made them want to buy more from a retailer's location While mobile web has broad reach, apps drive engagement, and are a great way to reach consumers in their mobile moment with offers, coupons, incentives, messages to encourage them to complete a transaction DigitasLBi: Connected Commerce, 2/2 – 3/6 2014; www.digitaslbi.com/connected commerce2014 Study: 61 Percent Of Mobile Callers Ready To Convert, Search Engine Land and IPSOS, 9/24/2013, Greg Sterling Nielsen/Telmetrics/xAd “Mobile Path to Purchase” BIA/Kelsey: Call-Based Ads: Eliminating the Unknown From Advertising ABI Research: Consumers with Branded Apps are Better Customers
- Key takeaway: The power of mobile search is to influence a user’s decision in their “mobile moment” when they are close to the point of purchase
- Key takeaway: Position is even more important on mobile where screen size is limited. While ad position is a critical factor influencing CTR and conversions across all devices, it is especially important for mobile search where screens are smaller, and as few as 2 search ads are shown. In Bing Ads we see that on mobile, 94% of the clicks will go to the first two positions. To take advantage of mobile, it’s important to improve your mobile ranking. Start by using device bid modifiers and improving your ad copy and landing pages.
- Mobile searchers are local searches. Location Targeting in Bing Ads lets you decide on geographies that best match your desired coverage area. With a range of tools to fine-tune your focus, you can target your top audience by specific geographic location, from zip codes and cities to states, countries and more. Popular Location Targeting features: Use a combination of these tools to serve your ads in the right region, to the right audience. ZIP code targeting: Conveniently specify your target region by ZIP code (U.S. only) and see a clear map of the targeting area. Radius targeting: Target by radius and set range in miles or kilometers. Recent upgrades allow radius targeting from 1 to 500 miles or 1 to 800 km in increments of 1 mile/km. Intent or interest targeting: Target those searching for or viewing your ads in regions that you select. For example, an advertiser may want to serve ads only to San Francisco searchers who are looking for Seattle hotel information, rather than those who live in Seattle. Limit increase for location targets: We’ve raised our limit on targeting entries so you can include and exclude up to 10,000 for each campaign and ad group. Map control: Our improved map control feature lets you see the polygonal outlines of the locations you’ve targeted as well as excluded. You can also add or remove targets from the map control. Geographic location report: This newly redesigned report show you exactly which location type — like Physical Location or Location of Interest — was used to serve your ad, giving you a more detailed view of how your location targeting is performing.
- Key takeaway: Mobile optimization is key, yet most people don’t take the time and effort to do so. Mobile optimization matters. For Bing O&O, Mobile optimized ads observe 97% higher CTR on mobile devices, yet only 11% of mobile ads on Bing Ads are optimized. That means, leveraging device bid modifiers, using mobile preferred ads and using mobile keywords. Don’t just simply opt into mobile. Take the time to optimize for mobile – it makes a huge difference.
- Key takeaway: Call Extensions drive more engagement with mobile ads. Mobile searchers actually use phones to…call! And to take advantage of these callers, you’ll want to be sure to leverage call extensions. The number of calls to businesses driven by mobile is growing at 42% per year and is predicted to fuel a staggering 65 billion calls in 2016. With call extensions, you can either use call forwarding to track your call extensions and you can now use a local number with Bing Ads. Be sure to use local numbers if you can, since consumers do prefer local numbers vs. toll free numbers by 3:1.
- Key takeaway: Location Extensions drive more engagement with mobile ads. Mobile searches are local searchers. One of the top reasons that consumers use mobile search when they are on the go is to find locations and directions – leading directly to in-store purchases. In fact, mobile searches in Bing Ads are roughly 40% local oriented and 25% of smartphone users consider location the most important factor when looking for information. Location extensions not only drive foot traffic to your site, but more web traffic.
- Key takeaway: Extensions help drive higher CTR and combining extensions increase CTR even more. Leveraging extensions should be core part of your mobile strategy. With such a small screen, using multiple extensions can take up more real estate and drive higher CTR. When combining 2 or more extensions, we see that your CTR can be 4x-6x higher than using text ads. Be sure that extensions are used across your mobile campaigns.
- Key takeaway: Mobile optimized sites matter in driving more conversion and engagement. Once you’ve got users clicked through your mobile ad, the work doesn’t stop. Having a mobile optimized site matters. How many of you have clicked through to a website from search – only to find that the site is illegible, you can’t find what you’re looking for… well, many smart searchers have learned NOT to click through because they expect to have a sub-par experience on mobile sites. They’d rather click to call from search results, or just grab driving directions. If you want people to explore your mobile site, it’s critical that your site is optimized for their small screen experience. When businesses have mobile optimized sites, conversion rates can be 160% higher vs non-optimized sites and average purchase orders can be twice as much. Make sure your site is legible for the small screen. Building dedicated mobile landing pages or using responsive design will drive consumers higher engagement and conversion for your business.