Download - Mobile Search Trends
Mobile Search Trends
October 1st, 2013
John Busby, SVP Marchex Institute
@johnmbusby @marchex #smx #11c
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You May Have Heard Of These Guys
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Can You Believe This?!
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3 Million Americans Work in Call Centers
Workers atStarbucks
Workers atCall Centers
149K
3M
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In 2016, Mobile Search Will Produce 70 Billion Consumer to Business Phone Calls
Source: BIA/Kelsey (2012)
2010 2011 2012 2013 2014 2015 20160
10000
20000
30000
40000
50000
60000
70000
Calls generated from desk-top search
Calls from mobile search
Internet Call Volumes by Channel
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55%
“Online to Offline” is Massive, & Way Bigger Than E-Commerce
Source: Forrester Research
2011 2012 2013 2014 2015 2016
Online-to-Offline
Pure Offline
Pure Online
of shoppers use smartphones to find stores 40%
of retail sales are ‘research online, buy offline’ ($1T)
50% Growth
<10% Growth
327
1,812
1,660
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6 Things You Need To Know About Phone Calls
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1. Why Consumers Call Travel Companies
Source: Marchex Data 2013 @johnmbusby @marchex #smx #11c
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You Should Be A Call Advertiser If…
You take appointments or reservations
You address urgent needs
You have a physical location
You sell something expensive
You sell a complex product
Your product has multiple choices
On the desktop, your prospective customers fill out forms
Your customers want to know your hours or if products are in stock.
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2. Mobile: Calls vs. Forms
Source: Marchex Data 2013
Calls: 10 Forms: 1
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3. There are Four Types of Calls From Search Ads
Source: Marchex Data 2013
26%
2%
30%
42% Sales CallsRobocalls & SpamMisdialsCustomer Service
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4. Measuring The 4 Types of Phone Calls From Search
Source: Marchex Data 2013
Step 1: Order Tracking Numbers
We supply local and toll free tracking numbers that ring seamlessly into your or your client’s business.
Step 2: Embed Tracking Numbers Campaign Assets
Any ad/creative/channel
Phone numbers are dynamically presented on sites or landing pages based on the source of the traffic
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Track Calls Across Ad Campaigns, devices and Media
Measure Results to improve performance
4. Measuring The 4 Types of Phone Calls From Search
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Dynamic Tracking: How It works
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5. Enhanced Campaigns: What You Need to Know About Balancing Mobile & Desktop
Challenges One keyword list across both
mobile and desktop means ONE budget for both
Advertisers will need to locate the trigger points for budget allocation if device targeting is a strong requirement for success
Google Enhancements Google decides budget allocation
One account for all device types
Day-parting, proximity and device type messaging promises to help advertisers target the right consumer at the right time
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6. How to Measure (Advanced)
Source: Marchex Data 2013 @johnmbusby @marchex #smx #11c
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Marchex is a Mobile Advertising & Technology Company
=
Patents Granted and Pending
21Customerscale
+100K +$130MAnnual Call Revenue
100MsAnnual Call Scale
Total People / Engineering
400 / 50%
CALLS