Mobile Search Trends & Best Practices - Online Marketing Institute

Presented by:Prashant PuriCEO, AdLift.com@puriprashant

Introduction

2ADLIFT CONFIDENTIAL

• Welcome to the OMI session on Mobile Search Trends & Best Practices

• Prashant Puri, CEO & Co-Founder – AdLift.com

@puriprashant

About Me

3ADLIFT CONFIDENTIAL

• 10 Years of online marketing experience

• Managed eBay’s comparison shopping arm (Now eBay Adverting)

• Display advertising at Yahoo!

• Spearheaded AT&T Interactive’s foray in to the search marketing world

@puriprashant

Agenda

4ADLIFT CONFIDENTIAL

• State of Mobile

• Smartphone & Tablets User Behaivior

• Mobile Search Best Practices – SEO & SEM

@puriprashant

Mobile Phone Subscriptions = Human Population

5ADLIFT 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

6ADLIFT 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

7ADLIFT 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

8ADLIFT 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

9ADLIFT 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

10ADLIFT 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”

12ADLIFT 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

13ADLIFT 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

14ADLIFT 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

15ADLIFT CONFIDENTIAL

@puriprashant

16ADLIFT 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

17ADLIFT CONFIDENTIAL

3 Options in Developing a Mobile Optimized Site

1. Dedicated mobile site – m.abc.com

2. Responsive Web Design (RWD) – URL doesn't’t change

3. Responsive Web Design with Server Side Components (RESS) – URL doesn't’t change + customized HTML

18ADLIFT CONFIDENTIAL

Dedicated Mobile Site

Advantages

1. Mobile and Desktop content can be different. Easier to make separate changes2. Faster load times3. Easier to navigate (due to point number 1)

Disadvantages

4. Tagging both Desktop and Mobile Sites Differently

19ADLIFT CONFIDENTIAL

Dedicated Mobile Site (Cont..)

Disadvantages

1. Tagging both Desktop and Mobile Sites Differently

2. Submitting separate sitemaps for Mobile and Desktop

3. Link equity gets diluted since users have the option of linking to either m.abc.com or www.abc.com

Exampleshttp://mobile.walmart.com/http://www.amazon.com/gp/aw/h.htmlhttp://www.bbc.co.uk/mobile

20ADLIFT CONFIDENTIAL

Responsive Web Design (RWD)

Advantages

1. Single URL for all webpages2. Content parity – Both the mobile as well as the

desktop site contains the same content providing users with similar experience

3. Mobile tagging is not required4. Separate XML sitemaps are not required

Disadvantages

5. Content might not not fully optimized for mobile devices

6. Users might find it tougher to navigate7. Slower load times on mobile devices

Examples of RWDhttp://www.starbucks.comhttp://www.bostonglobe.com

21ADLIFT CONFIDENTIAL

Responsive Web Design with Server Side Components (RESS)

Advantages

1. Single URL for all webpages2. Customized content. Content and navigation for

desktop and mobile can be customized3. Faster load times4. Mobile tagging is not required5. Separate XML sitemaps are not required

Disadvantages

• Requires device detection (similar to dedicated mobile site)

Examples of RWDhttp://edition.cnn.com/http://www.ehow.com/

22ADLIFT CONFIDENTIAL

Google/Bing Recommendation

• Google/Bing both prefer the RWD option (https://developers.google.com/webmasters/smartphone-sites/details)

• However, this is contradictory to Google’s overall SEO recommendations where• Page load times is an important ranking factor (RWD loads slower than

dedicated mobile sites)• Mobile ranking factors are a little different from Desktop ranking factors

• AdLift’s recommendations:1. Evaluate page speed times for RWD

2. Evaluate the importance from a business perspective on whether your website requires a different mobile experience

3. If page speed times for RWD are slow and requires a different mobile experience, our recommendation would be to build a mobile site on RESS

27%

28%

30%

32%

60%

42%

48%

23ADLIFT CONFIDENTIAL

Source: eMarketer Mobile Search Marketing 2013

Good to Know - 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

24ADLIFT CONFIDENTIAL

@puriprashant

Mobile Paid Search Clicks grow 65% YoY

25ADLIFT 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

26ADLIFT 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

27ADLIFT 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

28ADLIFT 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

• Evaluate your Mobile website needs and based on that make a decision on what site you need – Dedicated URL vs. RESS or RWD

• Mobile paid search clicks growing at 65% YoY

• Mobile CPCs are lower than Desktop – Get in now !

Who We Are

29ADLIFT CONFIDENTIAL

@puriprashant

75 Million Search Visits

Every Month, We Manage

About us & Our Achievements

ADLIFT CONFIDENTIAL 31

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 & Co-FounderAdLift.comprashant@adlift.com@puriprashant

ADLIFT CONFIDENTIAL 32

@puriprashant