examining the importance of mobile web analytics in delivering mobile sem
TRANSCRIPT
Phone: 0800 019 6813www.accuracast.com
Examining The Importance Of Mobile Web Analytics In Delivering
Mobile SEM
By
Farhad 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 Divecha Position: Director Company: AccuraCast Skills: SEO, PPC, Mobile SEM, SMM Work:
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Contents
Analyse the success of mobile search activities and identify techniques to effectively track ROI.
1. Navigation patterns
2. Click paths
3. PPC Referrals
4. Landing pages
5. Conversion rates
6. Bounce rates
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Mobile Search Metrics
Visitors– Clicks, visits, unique visitors, return visitors
Referral– Source, keywords, ad text, cost
Stickiness– Page views, pages / visit, time spent
Interaction– Conversions, video views, subscriptions
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Why Bother?
Track return on investment– Identify which ad platforms provide returns– Quantify value of referrers
Improve forward strategy– Eliminate low-ROI channels, keywords, ads– Identify SEO strategy– Stop visitor attrition– Retain audience in the long-term
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Problems With Analytics On Mobile
Use JavaScript Rely on cookies
– Often blocked– Expire faster than on desktop
Operator blocks– Personal information– IP addresses
Need operator cooperation
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Mobile Analytics Options
Google AdWords– Conversion tracking doesn’t always work
Google Analytics– Not 100% accurate on mobile
Bango Analytics AdMob NedStat Sitestat Mobile Amethon, Mobilitics, DeckStats...
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Navigation Patterns
Determine usage – where users click next– De-emphasize unnecessary click points– Emphasize conversion path
Can determine site-links / 2ndary listings
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Click Paths
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Analyse conversion paths Identify visitor attrition points Eliminate barriers to conversion Split test
Phone: 0800 019 6813www.accuracast.com
PPC Referrals
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Keywords & Ads– Clicks– Conversions– Time spent
Phone: 0800 019 6813www.accuracast.com
Landing Pages
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Dedicated pages delivering users to exactly what they looked for and guiding them toward conversion
Manual split-tests with mobile analytics
Phone: 0800 019 6813www.accuracast.com
Conversion Rates
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Determine via analytics & actual sales Numbers often don’t tie Most important factor in determining ROI, and
hence budgets, CPC, SEO time
Phone: 0800 019 6813www.accuracast.com
Bounce Rates
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Review bounce rate & time spent– Are users finding what they want?
Can negatively influence Google rankings (for SEO) and ad placement (for PPC)
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