mobile search and marketing - pubcon 2013 new orleans
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Mobile Search & Marketing – Pubcon New Orleans 2013
Presented by:Prashant PuriCEO, AdLift.com@puriprashant
Agenda
2ADLIFT CONFIDENTIAL
• State of Mobile
• Mobile Search Marketing Trends – SEO & SEM
@puriprashant
Mobile Phone Subscriptions = Human Population
3ADLIFT CONFIDENTIAL
Source: http://www.geohive.com/earth/population_now.aspx ; http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a ; http://thenextweb.com/mobile/2012/10/17/global-smartphone-users-pass-1-billion-for-the-first-time-report/
7.1B people on the
planet
7.0B global mobile
phone subscription
@puriprashant
Still – Huge Growth Opportunity in Smartphone Market
4ADLIFT CONFIDENTIAL
Source: Mary Meeker, Kleiner Perkins, Morgan Stanley Research
5.9B
1.03 B
Smartphone Users Feature Phone Users
Global Users(Billions)
@puriprashant
In the US – Greater than 50% own a Smartphone
5ADLIFT CONFIDENTIAL
Source: http://www.pcmag.com/article2/0,2817,2417442,00.asp
57%
49%
Nov, 2012 Apr, 2013
133M people in US own a smartphone of those 68% have household income greater
$75,000
@puriprashant
In 2015, mobile search volume to surpass desktop local search volume
6ADLIFT CONFIDENTIAL
Source:http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp
@puriprashant
By 2017, Mobile Search Ad Spending will be 50% of Total Search Ad Spending
7ADLIFT CONFIDENTIAL
Source: eMarketer State of Mobile Search 2013
$0.65
$1.99
$3.59
$5.57
$7.85
$10.30
$12.88
4.3%11.3%
18.2%25.6%
33.7%42.1%
50.8%
Mobile search ad spending (Billion)
% of digital search ad spending
@puriprashant
2011 2012 2013 2014 2015 2016 2017
User Search Trends
8ADLIFT CONFIDENTIAL
@puriprashant
Tablet Users Search & Buy
1. Sent text message to another phone
2. Took photos
3. Used email
4. Accessed weather
5. Accessed social network
6. Accessed search
7. Played games
8. Accessed maps
9. Accessed news
10. Listened to music
90.5%
Smartphone Users Tablet Users
83.4%
77.8%
67.1%
65.3%
58.7%
52.9%
51.2%
49.2%
48.0%
1. Accessed search
2. Used email
3. Accessed social network
4. Played games
5. Accessed weather
6. Accessed news
7. Accessed photo/video site
8. Read books
9. Watched video
10. Accessed retail
73.9%
73.6%
67.5%
66.3%
64.6%
58.8%
51.5%
51.2%
50.9%
49.8%
@puriprashantSource: comScore “2013 Mobile Future in Focus”
10ADLIFT CONFIDENTIAL
Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives Conversion Mar 2013. eMarketer Mobile Search Trends. Data: Q4 2012
Smartphone Usage peaks in the Evening
12am-3am
3am-6am
6am-9am
9am-12pm
12pm-3pm
3pm-6pm
6pm-8pm
8pm-12am
3%
2%
7%
13%
17%
19%
18%
22%
@puriprashant
11ADLIFT CONFIDENTIAL
Source: xAd and Telmetrics “Mobile path-to-purchase – Restaurants” Oct 2012
Smartphone User likely to Act fasterImmediately
Within hour
Within day
Within month
Wasn’t looking to book
30%
15%
34%
29%
25%
40%
7%
15%
3%
1% Smartphone Tablet
@puriprashant
12ADLIFT CONFIDENTIAL
with
34% making a purchase
71% Visit a retail website
Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives Conversion”
@puriprashant
Mobile SEO Trends
13ADLIFT CONFIDENTIAL
@puriprashant
14ADLIFT CONFIDENTIAL
Search Marketing Tactics Used
Paid search
SEO
Mobile paid search
Mobile SEO
Social media PPC
Other
78%
58%
58%
31%
28%
9%
Source: Forester Research, Q3 2012 Global Search Marketing Customer Reference Survey
Mobile SEO Adoption is growing
@puriprashant
15ADLIFT CONFIDENTIAL
Mobile SEO – 3 options
• Responsive web design, which includes sites that serve the same HTML to all devices through a single URL and use CSS to change how pages render on different devices—Google recommends this configuration
• Dynamic serving, which includes sites that use the same set of URLs for all devices but serve different HTML, and CSS, to desktop and mobile devices
• Sites that have separate mobile and desktop URLs; for example, www.example.com and m.example.com
@puriprashant
27%
28%
30%
32%
60%
42%
48%
16ADLIFT CONFIDENTIAL
Source: eMarketer Mobile Search Marketing 2013
Direct vs. Search Traffic to US Websites from iOS
51% 49%
52%
58%
60%
68%
70%
72%
Aug 26
Sep 16
Sep 23
Oct 14
Nov 4
Nov 1
Nov 25
Dec 2
73%
iOS masks search traffic
@puriprashant
Mobile PPC Trends
17ADLIFT CONFIDENTIAL
@puriprashant
Mobile Paid Search Clicks grow 65% YoY
18ADLIFT CONFIDENTIAL
Source: eMarketer State of Mobile Search 2013
14.2%
Share of Paid Search Clicks from US Mobile Devices Jan-Dec 2012
14.3%15.9%
16.6%17.1%
18.4% 19.1%19.2% 19.5% 19.7% 21.1%
23.4%
Jan 2012 Dec 2012
@puriprashant
Smartphones/Tablets Lower CPCs Comparable Conversion Rates
19ADLIFT CONFIDENTIAL
Source: Marin “Mobile Search Advertising Around the Globe,” Feb 2013
Conversion Rates
CPCs
COMPUTERS SMARTPHONES TABLETS
$0.75
$0.48
$0.62
3.9%
2.8%
3.3%
COMPUTERS SMARTPHONES TABLETS
CPC ChangeJan – Dec 2012
9%13%
25%
COMPUTERS SMARTPHONES TABLETS
@puriprashant
20ADLIFT CONFIDENTIAL
Google Adwords Enhanced Campaigns
• Powerful bid adjustments in one single campaign• Increase/Decrease bids on different devices• Increase/Decrease bids based on location• Increase/Decrease based on time of day
• Ad extensions based on device
@puriprashant
21ADLIFT CONFIDENTIAL
To Summarize
• Mobile search volume to surpass desktop searches by 2015
• 50% US population own a smartphone
• Mobile ad spending is currently 20% of search spending – to grow to 50% by 2017
• Mobile paid search clicks growing at 65% YoY
• Mobile CPCs are lower than Desktop – Get in now !
Who We Are
22ADLIFT CONFIDENTIAL
@puriprashant
75 Million Search Visits
Every Month, We Manage
About us & Our Achievements
ADLIFT CONFIDENTIAL 24
Founded in 2009, AdLift provides customized digital media strategy and search marketing solutions for online businesses in the North American and Asian markets
AdLift has assembled a world-class technical team of search marketing experts from firms such as Yahoo, eBay, and IAC
AdLift’s unique value proposition has been recognized by fortune 500 companies including PayPal, eBay, Barnes & Noble & AT&T
15+ person team – business development and account management located in Palo Alto, CA.
• Running campaigns across 50+ sites
• Optimizing 10K keywords
• Managing $2M in SEO spend
• Delivered results & gained trust
AcquireAmplify
AdvancePrashant PuriCEO & [email protected]@puriprashant
ADLIFT CONFIDENTIAL 25
@puriprashant