3 important questions for finance mobile marketers answered with the power of competitive intelligence for search! Presentation at Mobile Marketing Finance Summit 2015 in London by Shaun Russell, Product Manager at Adthena.

1. Mysteries of Mobile Search for Finance
3 important questions for finance marketers

2. Who we are
Shaun Russell,
Product Manager
@_shaunrussell
Experts in competitive intelligence
for search
@adthena

3. What this presentation will cover
Google’s mobile-friendly update
Mobile search investment
Recommended mobile search strategies

4. Mystery #1:
What does Google’s mobile-friendly
update mean for us?

5. Google’s Mobile-friendly Update…
• New ranking signal introduced April 21st – April 28th
• Each page assessed for mobile-friendliness:
“…there are no degrees of mobile-friendliness…
...you are either mobile-friendly
or not.”
Source: Google Q&A session

6. It didn’t take long for the industry to
coin their own term…
Source: Usable Media

7. It didn’t take long for the industry to
coin their own term…

8. Source: SBR Technologies

9. The results weren’t catastrophic
• April & May were unremarkable months – no
significant industry shifts
• Clear but marginal increase in mobile-friendly results
and their ranking
Source: Adthena, MOZ

10. But the update is a symptom of the
wider shift to mobile
• The effect was small because:
1. The majority of websites were well prepared
2. Mobile-friendly pages tend to be well optimised
for pre-existing ranking signals
• Following the initial announcement, there was a 5%
uplift in mobile-friendly pages (confirmed by Google)

11. Mystery #2:
How should we be investing in
mobile search?

12. Market leaders in finance invest heavily
0.00%
50.00%
100.00%
150.00%
200.00%
Betting Telecoms Finance Retail Insurance
Mobile:Desktop Impression Share Ratio by Industry
Source: Adthena
100%
Finance

13. Mobile is characterized by volatility
Source: Adthena
• Fewer positions available• Strategies not yet at maturity

14. “In your opinion, where do you see the most growth in mobile right now?”
Source: Open Mobile Summit 2015 Survey
Search does not exist in a vacuum

15. Source: Adthena
Search does not exist in a vacuum
Digital frontrunners like ASOS are less
dependent on their mobile site

16. Source: Adthena
Search does not exist in a vacuum
If your app is not ubiquitous, search
is a critical path to adoption

17. In summary… should we invest in
mobile?
Short answer: YES!
Things to be aware of:
• Market volatility: smart brands stay close to
opportunities and change
• Business context: investment should complement
your wider mobile strategy

18. Source: Open Mobile Summit 2015 Survey
Mobile investment doesn’t have to be
nuclear
If optimizing the whole website for mobile remains infeasible –
page level optimization will still make a difference.

19. Mystery #3:
How should our mobile strategy vary
from desktop?

20. Enhanced Campaigns were a mixed blessing

21. Competitive threat changes with device
Desktop
= 57%
overlap
Mobile
= 29%
overlap
Mobile
= 29%
overlap

22. Your users change with device
Mobile users need more convincing that results will
provide a good user experience
Source: Adthena

23. And of course, Google changes too
No organic
above the fold
Google now
show 3 paid
results

24. With fewer positions above the fold…
Source: Adthena
• CTR drops off sharply
• Savvy brands are more
selective with their keyword
targets
• This affords high positioning on
these terms
Above the fold
Always below
Sometimes below

25. Mobile-preferred ads are a key weapon
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Betting Telecoms Finance Retail Insurance
% Mobile Preferred Ads by Industry
Source: Adthena
Finance

26. Key Takeaways
1
Mobile optimisation is more important than ever
2
Leading finance brands investing heavily
Be selective Be context aware
3 4

27. Meet us at the roundtable
@adthena
Shaun Byron Ben