Download - Driving Mobile Search Revenues
Phone: 0800 019 6813www.accuracast.com
Driving Mobile Search RevenuesWith Innovative Advertising Initiatives
ByFarhad Divecha
AccuraCast
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Introduction
Name: Farhad DivechaAge: 31Position: DirectorCompany: AccuraCastSkills: SEO, PPC, Mobile, Social MediaHobbies: Snowboarding, Music, Movies
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
About AccuraCast
London’s leading search engine marketing agency
First & foremost mobile search marketing agency in UK
One of the first Google Qualified Companies in UK
Registered 100% Ethical SEO®
Offices in the UK and India
Over 100 clients worldwide
Founded in February 2004
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
AccuraCast Services
Search engine optimisation (SEO)
Paid search advertising (PPC)
Mobile search marketing
Web 2.0 / social media marketing
Multilingual marketing
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
AccuraCast’s Clients
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Contents
1. Mobile search user behaviour2. Mobile search results pages3. Optimising the results page4. Creating effective ads5. Local search advertising6. Innovation
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Mobile Search User Behaviour
Search characteristics on Google Mobile(Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)
Data from 1 Million+ page view requests from mobile phones randomly sampled during 1 month in 2007 from a single US carrier
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Words / query on mobile 2.7
Words / query on PC 2.4
% queries with at least 1 click >50.0
% of queries that went to 2nd page 10.4
Queries per session 2.0
% query pairs in the same category 66.3
% of times 2nd query was a refinement 58.6
Phone: 0800 019 6813www.accuracast.com
Mobile Search Results Page
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Mobile Search Results Pages
Yahoo! Ask Live
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Why Bother Getting It Right?
Search Engine– Build customer base– Earn money through ad clicks
Content Owners– Get traffic– Build visibility– Provide service to clients
More mobile searches
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Advertising On Mobile
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Ads shown on Search & Content network
Pay per click & pay per call2 ads per pageAd format:
– Headline (18 characters)– Description (18 characters)– Display URL (20 characters)– Phone number (Call [phone number])
Phone: 0800 019 6813www.accuracast.com
Tracking Results
AdWords reporting– Keywords– Placement– Cost– Conversions– Calls– Detailed visitor stats from Analytics
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Local Search Advertising
4-5% of mobile searches on Google are classified as local
Mobile PPC not geo-targeted on GoogleMobile PPC not available on Yahoo!Mobile PPC not available on Microsoft
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
So Where’s The Innovation?
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Any Questions?
Farhad DivechaDirector, AccuraCast
Phone: 0800 019 6813
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Appendix A
Search characteristics on Google Mobile(Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)
Data from 1 Million+ page view requests from mobile phones randomly sampled during 1 month in 2007 from a single US carrier
2005 2007Words per query 2.3 2.7Word per query on computer 2.4Characters per query 15.5 16.8% of queries that had at least 1 click <10.0 >50.0% of queries that went to 2nd page 8.5 10.4Queries per session 2.0% query pairs that are in the same category 66.3% of times 2nd query was a refinement of 1st query 58.6% Unrelated queries per session 22.0 38.1% Identical consecutive queries 31.7 4.5Top query as a % of total queries 1.2 0.8Time to enter a query (seconds) 56.3 39.8Time between receiving results and clicking on a search result 29.1 30.0Time between receiving results and clicking on a spelling correction 15.6 15.1
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Appendix B
Top 5 Google Mobile Search Categories(Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing