mobile search for 2015 - smx local
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#SMX @MarkIrvine89
Mobile Search For 2015
Getting the most out of the fastest growing audience
#SMX @MarkIrvine89
Meet Mark Irvine
• Data Scientist at Wordstream in Boston, MA
• Researches industry trends in PPC
• Been working Paid Search for 3 Years
• Before PPC Life, worked with NESN, ESPN, & CBS Sports
#SMX @MarkIrvine89
The US Has Officially Gone Mobile
*US Smartphone population data from aggregated comScore reports. US Population estimates via US Census Bureau.
Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Apr-13 Jul-13 Oct-13 Jan-14 Apr-14 Jul-14 Oct-140.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Share of US Population with Smartphones
#SMX @MarkIrvine89
Mobile is a Big Deal
Number of US Adult Consumers: 232 Million
Number with smartphones: Number with credit cards: 167 Million (72%)**
187 Million (81%)*
*ComScore, March 2015 Estimates**Federal Reserve Boston, September 2014 Estimates
#SMX @MarkIrvine89
Today, there are more people carry a smartphone than a credit card.
#SMX @MarkIrvine89
Growing Mobile Search Volume
Mobile search volume is growing – faster than desktop.
#SMX @MarkIrvine89
Exclusive Mobile Audiences
The mobile only population has exceeded the desktop only population in the US.
This audience represents a unique & new demographic for advertisers.
#SMX @MarkIrvine89
Mobile Search Has Already Beat Desktop
Bullets Go Here And Here
Jerry Dischler, VP AdWords
#SMX @MarkIrvine89
Success of the Mobile SERP - 4 Parts
Reach the Mobile SERP
1
#SMX @MarkIrvine89
Success of the Mobile SERP - 4 Parts
Reach the Mobile SERPStand out on the Mobile SERP
2
#SMX @MarkIrvine89
Success of the Mobile SERP - 4 Parts
Convert the Mobile searcher
3
#SMX @MarkIrvine89
Success of the Mobile SERP - 4 Parts
Drive action off their mobile device
4
#SMX @MarkIrvine89
1. Reach the Mobile SERP
#SMX @MarkIrvine89
Making It To the SERP is Difficult
Wordstream Study across 1,200 SMB accounts.
1 2 3 4 5 6 7 80%
10%
20%
30%
40%
50%
60%
Search Impression share, by device
Ad Position
Sea
rch
Im
pre
ssio
n S
har
e
It’s TWICE as hard to get your ad on the mobile SERP!
#SMX @MarkIrvine89
Making it to the SERP is Difficult
Competition is
FIERCE!
• Mobile Ads are much less likely to be shown, even in position 1.
• Below position 2, forget it. • No accounts had mobile position
below 4.3.
#SMX @MarkIrvine89
Integrate mobile keyword strategy
People search differently on mobile. Make sure you’ve got your bases covered!
sears lawnmower prices
best chinese restaurants in ny
iphone6 reviews
definition of love
vacation packages in cancun
different types of ski masks
sears coupon
chinese
iphone6 price
dictionary
cancun
ski mask
#SMX @MarkIrvine89
Local Is Key To On The Go Searchers
Users searching “Near Me” has doubled in the past 12 months.
Make sure your mobile strategy reflects a local audience.
#SMX @MarkIrvine89
Mobile Becoming Increasingly Costly
Mobile CPCs have increased
150% since 2012.
Desktop CPCs have increased
50%
Wordstream Study from 400 USD clients consistently advertising on mobile since 1/1/12
Enhanced Campaigns
#SMX @MarkIrvine89
Adjust Your Mobile Bids Revisit mobile budget strategy Don’t be afraid to raise mobile bids
CASE STUDY: • +300% MBA• Mobile CPC is still 1/3 of desktop
Device Search Clicks Search CPC
Desktop 139 $0.30
Mobile 2,322 $0.12
Tablet 17 $0.35
#SMX @MarkIrvine89
Even if mobile traffic is worth less, mobile traffic isn’t worthless.
Use mobile bid adjustments accordingly.
#SMX @MarkIrvine89
Catering Your Mobile Bid Your approach to mobile doesn’t need to be all or
nothing.
#SMX @MarkIrvine89
2. Stand out on the Mobile SERP
#SMX @MarkIrvine89
Exclusive Mobile Audiences
1 2 3 4 5 6 7 80.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Expected CTR, by device
Ad Position
Sea
rch
CT
R
Wordstream Study across 1,200 SMB accounts.
#SMX @MarkIrvine89
Speak To Mobile AudiencesUniversally, those who use mobile preferred ad copy find it successful.
Ad Type Mobile CTR Mobile CVR
Not device specific 2.66% 2.98%
Mobile preferred ads 3.40% 7.18%
Cater to an audience on-the-run Keep language short & sweet Common themes of the best mobile
preferred ad copy included “Mobile” or “Phone” specific language
#SMX @MarkIrvine89
Use All Available Ad Extentions
Location!
App!
Sitelinks!Call Out!Call!
Review!
#SMX @MarkIrvine89
Use Mobile Specific ExtensionsAll ad extensions help boost performance, but mobile extensions speak more specifically to the audience. Sitelink Type Mobile
Sitelink CTRMobile Sitelink CVR
Not device specific 0.99% 4.36%
Mobile preferred ads 1.13% 5.64%
Character limit on mobile is often more strict.
Fewer extensions likely to show – highlight your best.
Again, make your offer mobile-friendly.
#SMX @MarkIrvine89
Let Them Know You’re Friendly Google favors sites that are mobile-responsive Test yours at:
www.google.com/webmasters/tools/mobile-friendly/
#SMX @MarkIrvine89
New Mobile Ad Formats
New mobile ad formats signal a revolution in how Google approaches search.
Image Carousel With Detailed Info
Call or Get Directions
50% of Car & Automotive Searches Happen on Mobile.
#SMX @MarkIrvine89
New Mobile Ad Formats
For Travel:
Vacancies available directly on the SERP
Book directly from the SERP
69% of Travel research is done while waiting or commuting
#SMX @MarkIrvine89
New Mobile Ad Formats
For Finance:
Compare rates for mortgages, credit cards, insurance
Support for local agents & branches
48% Growth in Mobile Finance Searches
#SMX @MarkIrvine89
New Mobile Ad Formats
For Ecommerce:
Local Inventory
Ads
Expandable Product Card on SERP
69% of Travel research is done while waiting or commuting
Transparent Reviews & Ratings
175% Growth in Shopping Searches on Mobile in First 5 Months of Year
#SMX @MarkIrvine89
3. Convert the Mobile Searcher
#SMX @MarkIrvine89
Mobile in 2009 Was A Different Story
#SMX @MarkIrvine89
Mobile Conversion Trends
Bullets Go Here And Here
Mobile CVRs still lag Desktop/Tablet, though improving
#SMX @MarkIrvine89
Mobile Has Changed
Bullets Go Here And Here
#SMX @MarkIrvine89
Mobile Has Changed
Mobile screensize & download speeds have
increased
#SMX @MarkIrvine89
Poor Content Makes Poor Experience Problems with the mobile user are
different than 2011/2012 No longer need small, content bare sites Most users are researchers and need that
content-rich experience
16.5-20% of users on sites like this opted for “Full Site”
option
The mobile users who made the switch were also more
likely to convert!
#SMX @MarkIrvine89
Convert Mobile Users With A Different Offer
Make sure your offer is possible on a mobile device
Avoid offering whitepaper downloads or demo/trial downloads
Give option to call in and ask questions
Present a mobile CTA
#SMX @MarkIrvine89
Google Pay
Increase conversions in apps or mobile sites with Google Wallet payments.
Streamline mobile conversions by skipping a leaky checkout process!
#SMX @MarkIrvine89
Mobile Users Convert Best Off Your Page
Mobile-specific offers of click-to-call and app extensions with lower CTRs, but extremely high CVRs!
#SMX @MarkIrvine89
Call Only Campaigns Don’t have a mobile website? Click to Call is a cheap way to
drive new leads. MOBILE ONLY Call only campaigns launched in Feb.
Users are 3x more likely to place call from Mobile
than desktop
#SMX @MarkIrvine89
Replaces “Phone Number Only” Call Extensions
“Phone Number Only” Call Extensions will automatically become regular call extensions any day now.
“Phone Number Only”Call Extensions
Call Only Campaigns
Launched <Find this out> Feb 2015
Sunset June 2015 N/A
Shows on mobile as Click to call if extension shows; Text ad otherwise
Always click to call
Campaign targets All devices Just mobile
#SMX @MarkIrvine89
Mobile Calls Come Off Hours
Bullets Go Here And Here
80% of desktop calls come between 9-5, M-F
vs. only 63.8% on mobile
#SMX @MarkIrvine89
Scheduling Your Calls More mobile calls occur outside of
M-F|9a-5p and are bigger for B2C markets.
Consider only running call extensions or call campaigns when store or customer service line is open & eliminate wasted spend.
Or consider investing in longer call hours to field more leads.
#SMX @MarkIrvine89
Mobile App Extensions Mobile users now spend more time in
apps than they do in any other mobile activity. Mobile App
Extension
#SMX @MarkIrvine89
4. Drive Action Off Their Mobile Device
#SMX @MarkIrvine89
Measure Calls From Paid Search
Track calls from call extensions & measure what’s generating calls on the SERP
#SMX @MarkIrvine89
Measure Calls From Paid Search
Track calls from landing pages & import them directly as offline conversions. Record & Listen to calls to score your leads with Wordstream or similar services.
#SMX @MarkIrvine89
Track Offline Actions from Online Visits
9 out of 10 Smartphone Users Start a Task on one Device and Finish on Another
Measure Estimated Cross-Device & Total Conversions
#SMX @MarkIrvine89
Track Offline Actions from Online Visits
Track in person store visits after a paid click
9 out of 10 Smartphone Users Start a Task on one Device and Finish on Another
Google also began reporting “In Store Visits” from paid clicks for some advertisers.
Currently available for larger brick & mortars
#SMX @MarkIrvine89
Offline Media Creates Online Action
1:50
1:52
1:54
1:56
1:58
2:00
2:02
2:04
2:06
2:08
2:10
2:12
2:14
2:16
2:18
2:20
2:22
2:24
2:26
2:28
2:30
2:32
2:34
2:36
2:38
2:40
2:42
2:44
2:46
0%
100%
200%
300%
400%
500%
600%
700%
Website Visitors Following Regional TV Buy
Active Website Visitors
Time
Sh
are
of
typ
ica
l a
cti
ve
we
bs
ite
us
ers
2:29 – 6x active users
1:55 - Ad airs
2:02 – 6x active users
2:23 – Traffic 10% Elevated. Ad airs.
2:46 – Traffic 20% Elevated.
#SMX @MarkIrvine89
Think Mobile First
1:501:52
1:541:56
1:582:00
2:022:04
2:062:08
2:102:12
2:142:16
2:182:20
2:222:24
2:262:28
2:302:32
2:342:36
2:382:40
2:422:44
2:460%
100%
200%
300%
400%
500%
600%
700%
Website Visitors Following Regional TV Buy
Mobile VisitorsTablet VisitorsDesktop Visitors
Time
Shar
e of
typi
cal a
ctive
web
site
user
s
#SMX @MarkIrvine89
We’re Looking At Multiple Screens – At the Same Time!
Source: “The New Multi-Screen World Study”,
Think With Google, 2012
Mobile users are
3x more likely to respond to a
commercial
#SMX @MarkIrvine89
THANK YOU!
Mark Irvine, Wordstream
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