The document discusses mobile search trends and strategies for RetailMeNot's mobile search marketing. Some key facts presented include that RetailMeNot facilitated $2.4 billion in global merchant sales in 2012 through their platform and have over 500 million coupons distributed. The document also notes that 61% of smartphone owners perform searches daily and that mobile commerce sales are expected to reach 25% of all online sales by 2017. It provides recommendations around mobile search strategies such as tailoring mobile-specific ad copy and messaging to the mobile context, utilizing location extensions and click-to-call ads, and adjusting bid modifiers to align mobile costs with ROI targets.

1. MOBILE SEARCH
Vivian Chang, Search Marketing Manager
@vivian814

2. $2.4B
facilitated 2012
global merchant sales
newsletter and
alert subscribers
2.6MM
twitter followers
11.6MM+
170K
facebook fans
500K+
7.1MM
coupons
500MM+
60K+
site visits
in last 12 months
retailers and brands
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As of June 30, 2013
app downloads

3. How many times a day
does the average person
check their phones?
40 times
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4. › MOBILE IS CHANGING THE GAME
61%
Smartphone owners performing
searches daily
25%
Online sales will be through
mobile commerce by 2017
Sources: Forrester, 2013; RetailMeNot, Inc. and The Omnibus Company, 2013; Google, 2013
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5. MOBILE PORTFOLIO
More than
20%
of total site traffic
is mobile
Mobile Web
iPhone
Android
5.6 MM
7.1 MM
VISITS
DOWNLOADS
Source: RetailMeNot 2013 Data
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6. 30%
Search clicks from mobile
by end of 2013
Source: Rimm-Kaufmann Group Q3 Digital Marketing report
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7. 88%
Clicks on mobile search ads
incremental to organic
Source: Google, July 2013
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8. ›MANAGING MOBILE IN
AN ENHANCED
CAMPAIGN WORLD
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9. › STRATEGY
Consideration
Insights
What are users looking for?
Analytics: top keywords, landing
pages from mobile
What percent of impressions
from mobile?
AdWords: segment by device
What is your competition
doing?
Ad preview: what sites are bidding,
ad and landing pages used
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10. T H R E A D B Y R E TA I L M E N O T
› EXPERIENCE
40%
Leave if site is not mobile friendly
Source: Icebreaker Consulting
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11. › MESSAGE
55%
Conversions* triggered by mobile
search occur within 1 hour
 Tailor mobile-specific ad copy with Device Preference
– Speak to context (in-store, mobile banking)
– Call out device (Get coupons on your phone)
 Utilize ad extensions
1. Location
2. Click to call
3. Mobile-only sitelinks
4. Drive mobile app downloads
conversion* = store visit, purchase, call
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Source: Google/Nielsen Life 360, March 2013; RetailMeNot Data

12. › APP DOWNLOADS
 iTunes/Google Play based on user device
APP EXTENSION
CLICK TO DOWNLOAD AD
Appears as sitelink
Newly released ad type
8% higher CTR than
other sitelinks
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13. › TRACK
 Append ValueTrack URL parameters
1. ifmobile parameter
– Returns value {ifmobile:[value]}, {ifnotmobile:[value]}
– Can be used for device-specific landing pages
 Keyword destination URL set to
{ifmobile:m.retailmenot.com}
{ifnotmobile:www.retailmenot.com}
2. Device {device} parameter
– Inserts m [mobile], t [tablet], c [desktop/laptop]
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14. › BID
 Target position 1-2 above the fold
 Adjust Mobile Bid Multiplier to align mobile cost per click with
ROI/CPA targets
 Test Google Conversion Optimizer to adjust by operating system,
daypart, etc.
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15. ›MOBILE IS THE NEW REALITY FOR PAID SEARCH
40 interactions
Available each day
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16. THANK YOU
VIVIAN@RMN.COM
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