1) The panel discussed how brands can take advantage of opportunities in mobile search as mobile paid search grows faster than desktop and accounts for more than half of Google's mobile business. 2) Brands were advised to provide mobile-contextual results, capitalize on new user interfaces, make mobile searches count through thumb-friendly calls-to-action and optimized landing pages, and embrace "showroomers". 3) Certain consumer-focused brands, retailers, and publishers were highlighted as brands that should focus on mobile, as were B2B brands targeting industries with near 100% smartphone penetration. 4) The panel recommended testing mobile strategically given lower costs and conversion rates that

2. How do brands take the fullest advantage
of the mobile search experience and seize
the lucrative opportunities within this
instrumental decision-making tool?

3. MEET THE PANEL
Gagan Kanwar Sheryl Tullis Gregg Hamilton Stephen Hall
Director of Research SVP Client Services SVP Research & Analytics Senior Partner
Marin Software iconmobile AdGooroo Catalyst Online
@gagankanwar @sheryltu @adgooroog @SearchBloke
Moderated by Chris Carter | Wunderman | @chris_cart

4. AGENDA
1 Setting the stage: Why should brands care?
2 Discussing the opportunities: How can brands play?
3 Understanding the playing field: Which brands should play?
4 Determining the impact: What and how should brands measure?
5 Looking ahead
6 Q&A

5. WHY SHOULD BRANDS CARE?
Gagan Kanwar
@gagankanwar

6. MOBILE PAID SEARCH – GROWING FASTER THAN DESKTOP
SEARCH ACCOUNTS FOR MORE THAN HALF OF GOOGLE’S MOBILE BUSINESS
GOOGLE’S MOBILE BUSINESS IS NOW ON AN $8 BILLION RUN RATE*
*http://thenextweb.com/google/2012/10/18/googles-says-mobile-run-rate-up-2-5b-to-8b-including-google-play-profit-motorola-story-just-beginning/ @gagankanwar

7. MOBILE SEARCH TRENDS: SHARE OF PAID CLICKS
(OCT 2011 – SEP 2012)
BY JULY 2013, 30% OF GOOGLE’S US PAID SEARCH
CLICKS WILL COME FROM SMART MOBILE DEVICES
@gagankanwar

8. MOBILE SEARCH TRENDS: SHARE OF AD BUDGET
(OCT 2011 – SEP 2012)
BY MARCH 2013, SMART MOBILE DEVICES WILL MAKE UP 20% OF THE
PAID SEARCH BUDGET FOR LARGE US ADVERTISERS
8
@gagankanwar

9. PERFORMANCE ACROSS DEVICES – CLICK THROUGH
RATE
SMARTPHONES OUTPERFORM TABLETS AND DESKTOP COMPUTERS
ON CLICK THROUGH RATES
9
@gagankanwar

10. PERFORMANCE ACROSS DEVICES – COST PER CLICK
SMARTPHONES OUTPERFORM TABLETS AND DESKTOP
COMPUTERS ON COST PER CLICK
10
@gagankanwar

11. HOW CAN BRANDS PLAY?
Sheryl Tullis
@sheryltu

12. PROVIDE MOBILE-CONTEXTUAL RESULTS
 Locale Google Now cards
 Activity
 Time of day
 Device
EXPERIENCE YOUR BRAND AS A SEARCHER
IN A STORE, STADIUM, OFFICE, KITCHEN, TRAIN
@sheryltu

13. HELP NEW UIS FIND YOUR SEARCHES
CAPITALIZE ON THE UI EVOLUTION.
PUBLISH RATINGS & REVIEWS. SIRI LIKES THEM.
@sheryltu

14. MAKE MOBILE SEARCHES COUNT
 Thumb-friendly CTAs:
directions, map, hours, click to call
 Local offers
 Optimized landing pages
(no Flash!)
THINK THROUGH THE LOGICAL NEXT ACTION FOR EACH USER
CONTEXT – THEN SURFACE IT IN THE SERP
@sheryltu

16. THINK BEYOND THE BIG ENGINES
DON’T MISS CHANNELS FOR CATEGORY-SPECIFIC SEARCH
ON MOBILE WEB AND INCREASINGLY, IN-APP
@sheryltu

17. EMBRACE SHOWROOMERS
 More purchase from store’s
own website than competitor’s
 Competitor price, product
reviews & product info = most
frequent in-store searches
SEAL THE DEAL! BOOST PURCHASE CONFIDENCE BY MAKING
INFO, REVIEWS & PRODUCT COMPARISONS EASY TO FIND
@sheryltu

19. WHICH BRANDS SHOULD PLAY?
Gregg Hamilton
@adgooroog

20. WHICH BRANDS SHOULD PLAY AND WHY?
Product / Service Smartphones Tablets
Phone provides Internet More screen real estate. Will surpass
B2C (Consumer focused)
access for many consumers PC / laptops in search volume
Mobile = Local = Foot Traffic Owners = Early Adopters =
Retail & Location based
More affluent customers
Usage peaks in evening PC usage peaks AM, tablet
“After hours”
usage peaks PM
Again, phone = Internet Ad friendly media consumption
Content Publishers
access device, but 60% don’t support Flash
B2B (field, IT, BDM ) Near 100% penetration Poised to replace laptops on desks
@adgooroog

21. Product / Service Smartphones Tablets
Shopping, services, hours, Information & reference,
directions comparison shopping
B2C
Foot-traffic-dependent “Show & tell” products /
services
Retail & Location based
Dining, entertainment, Comparison shopping, cooking,
emergency, transport pay-per-view
“After hours”
Info on the go Subscription, research
Content Publishers
Supply chain, transport, Parallel ALL forms of desktop
services, support, SFA browsing, shopping, research
B2B
@adgooroog

22. TEST AND LEARN CONSIDERATIONS
LOWER CPC’S, HIGHER - Mobile traffic is cheaper than desktop
CTR’S NOW - Test now while it’s still cheaper
THUMB TYPING IS - Broad and location based matched recommended
LESS RELIABLE - Minimized form text entry / menus etc.
LESS SERP REAL ESTATE - Fewer ads = fewer winners
ON PHONES - Compete or get shut out
MORE FRAGMENTED - More versioning = higher setup costs
MOBILE TRAFFIC - Less traffic = longer test periods
@adgooroog

23. WHAT AND HOW SHOULD BRANDS
MEASURE?
Stephen Hall
@SearchBloke

24. 24
PERFORMANCE ACROSS DEVICES
Conversion Rates
SMARTPHONES CONVERSION RATES ARE LIKELY UNDERCOUNTED
DUE TO DIFFERENCES IN BUYER BEHAVIOR
@SearchBloke

25. CROSS-SCREEN ATTRIBUTION
 Google, Apple and Microsoft
have the capability
 Amazon & others could do it
through apps, but need a lot of
app-traction
@SearchBloke

26. DEFINING SUCCESS FOR MOBILE
 Understanding mobile search behaviors
through segmentation
AWARENESS [TV]
CONSIDERATION [COMPARE TVS]
PREFERENCE [COMPARE SONY TVS]
PURCHASE [BUY SONY TVS]
@SearchBloke

27. CONVERSION COMPARISON
= ?
@SearchBloke

28. DO MORE TOP FUNNEL MORE BOTTOM
MOBILE CLICKS = FUNNEL ACTIVITY ?
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
@SearchBloke

29. DO MORE BOTTOM MORE MOBILE
FUNNEL MOBILE CLICKS = PURCHASES ?
$$$
@SearchBloke

30. DO MOBILE CLICKS MORE IN-STORE
= VISITS ?
@SearchBloke

31. MEASUREMENT TAKEAWAYS
CAN’T TRACK ACROSS SCREENS - But can understand trends, or track through App
TEST MOBILE SEARCH STRATEGICALLY - Use campaign flighting to understand the patterns
UNDERSTAND HOW YOUR AUDIENCE - Navigational, research, purchase, real-world
USE MOBILE SEARCH navigation, showrooming,
@SearchBloke

32. LOOKING AHEAD

33. WHAT IS THE SINGLE BIGGEST
OPPORTUNITY / CHALLENGE FOR BRANDS?

34. GOOGLE’S PPC PRICES FELL BY 15% OVER
THE PAST YEAR - WHY AM I NOT
EXPERIENCING THIS DISCOUNT?

35. Q&A

36. HOW WILL SIRI AND OTHER PERSONAL
ASSISTANTS IMPACT SEARCH?

37. HOW WILL SIRI AND OTHER PERSONAL
ASSISTANTS IMPACT SEARCH?

38. HOW CAN ADVERTISERS MAKE BETTER USE
OF CONTEXT?

39. WHAT ADVICE WOULD YOU GIVE FOR IN-
APP ADVERTISING?