mobile's here. now what?
TRANSCRIPT
Effectiveness of digital marketing according
to small business owners
Source: BrightLocal, “SMB Internet Marketing Survey 2014” in partnership with ChamberofCommerce.com, January 2015
20%
43%
32%
Effective
Not Effective Very Effective
4% n/a
Small businesses plan to spend more on
digital marketing
Source: BrightLocal, “SMB Internet Marketing Survey 2014” in partnership with ChamberofCommerce.com, January 2015
16%
37%
47% YesMaybe
No
Display
Ads
Source: Thrive Analytics, 2014 Small Business Economic & Advertising Outlook, Feb 2014.
Small business growth channels for digital marketing
Search
AdsSEO
Social +
Video
Mobile
Ads
WebsiteWEBSITE
The mobile search ad spend will explode
over the next few years
Source: eMarketer, September 2014
% of Digital Search Ad Spend
Mobile Search Ad Spending
2014
$9B
38%
2015
50%
$13B
2016
63%
$18B
2017
71%
$22B
2018
77%
$26B
Mobile search is overtaking desktop search
BIA Kelsey (2012)
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Mobile Desktop
Bill
ions
Mobile brings utility, convenience, and locality to search
Of mobile internet users use
search from their mobile
device
Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you access the Internet on each of your devices,
either via an app or the mobile web? How often do you use a search engine on your device, either via an app or the mobile web? (n=544)
9Billion
MinutesSpent a month, or
more than an hour
each, on search.
86%
Mobile search activity
peaks at the weekend
and early evening
Mobile search is a daily habit
87%of smartphone owners
access the Internet daily
Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you access the Internet on each of your devices,
either via an app or the mobile web? How often do you use a search engine on your device, either via an app or the mobile web? (n=544)
45%conduct 2+ mobile
searches per day
96%use a search engine
at lease once per
day
Mobile searches occur everywhere,
even when a desktop is available
Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you access the Internet on each of your devices,
either via an app or the mobile web? How often do you use a search engine on your device, either via an app or the mobile web? (n=544)
At Home55%
On the Go22%
At Work15%
Other8%
60%
Mobile search is a point of discovery
said that mobile search has introduced
them to new brands
70% said that mobile search helps them make
better buying decisions
50%
Source: “Mobile Search – The Point of Influence,” August 2014. Please indicate how much you agree or disagree with each of the statements below (n=544). Thinking
specifically about your recent mobile searches, how much do you agree or disagree with each of the following? (n=401)
of searchers say that mobile search ads
sometimes remind them of brands to consider
while shopping
Mobile search ads = Increased brand awareness &
consideration
Source: Ipsos mobile respondents December 2014
40%of people exposed to both search ads &
organic were more likely to mention a
brand top of mind than those exposed to
organic only.
46%say search ads can persuade
them to consider new brands,
even when they had other
brands in mind.
What is native advertising?
“…a paid ad that is so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that it belongs.”
- IAB Native Advertising Playbook
POLL QUESTION
How many people currently use native ads or plan on using native ads in the coming year?
1. Currently use
2. Plan to use within the next year
3. Do not use and do not plan to use
Mobile ad spending growth by format in 2015
+47% Search Ads
Source: eMarketer, December 2014.
+52% Display/
Native Ads
How many people would be interested in a one-stop solution for native and mobile search ads?
1. Very interested
2. Somewhat interested
3. Not interested
POLL QUESTION
Market adoption of native advertising
Advertiser Perceptions, Native Advertising Report | July 2014
34%
66%
Currently Use/Plan to Use in 2015
Never Used/No Plans to Use in 2015
Why more advertisers are choosing native
Source: Hexagram and Spada, “State of Native Advertising, 2014,” November, 2013
67%
63%
62%
48%
43%
Provide a more relevantmessage
Increase consumer engagement
Generate awareness or buzz
Create word of mouth
Combat 'banner blindness'
Native ads perform better than traditional
banners
50% Consumers looked at native ads 53%
more frequently than display ads.
Source: Celtra, 2013, LSA Digital Advisory Report, July 2014
20%Native ads registered 18% higher lift in purchase intent
and 9% higher lift for brand affinity responses than
banner ads.
30%of respondents said the native ad ‘is an ad I would
share with a friend of family member’ vs. just 19% for
display ads.
Native ads perform well on desktop
and even better on mobile
7X CTR on mobile
native ads vs. desktop native ads
Source: Polar media group, Celta: Business Insider Native Report, November 2014
28 Yahoo Confidential & Proprietary
Mobile Ad
Best Practices
2
Objective
Targeting
Costs
Ad Creative
Landing Page
• Get your message or
brand out
• Cost-per-1,000
impressions (CPM)
• Optimize by bids,
budget, targeting
• Drive clicks, visitors
& sales
• Cost-per click (CPC)
• Optimize by CTR,
bids, budget,
targeting
• Drive app downloads
• Cost-per-click (CPC)
• Optimize by CTR
bids, budget,
targeting
• Get your message or
brand out
• Cost-per-1,000
impressions (CPM)
• Optimize by bids,
budget, targeting
• Drive clicks, visitors
& sales
• Cost-per click (CPC)
• Optimize by CTR,
bids, budget,
targeting
• Drive app downloads
• Cost-per-click (CPC)
• Optimize by CTR,
bids, budget,
targeting
• Get your message or
brand out
• Cost-per-1,000
impressions (CPM)
• Optimize by bids,
budget, targeting
• Drive clicks, visitors
& sales
• Cost-per click (CPC)
• Optimize by CTR,
bids, budget,
targeting
• Drive app downloads
• Cost-per-click (CPC)
• Optimize by CTR,
bids, budget,
targeting
Targeting
Be strategic – don’t over do it and limit your reach.
People located in…
People searching for…
People interested in…
1. Try campaigns without location targeting alongside campaigns with location targeting.
2. Test ad copy to reflect the location target.
3. If you notice top performing locations, optimize accordingly to capture more traffic.
People located in…
1. Add more keywords to appear more often.
2. Carefully review top performing keywords and consider their
intent to help inform your targeting.
3. If you notice top performing keywords over time, optimize
accordingly in order to capture more traffic.
4. Don’t limit your reach by being too specific.
Go big and broad with your keywords.
People searching for…
1. Select specific audience interests to help reach your target audience.
2. If you have strategies for different audiences, create separate campaigns.
3. If you notice top performing audiences over time, optimize accordingly in order to capture more traffic.
People interested in…
1. Analyze your bidding strategy so that it’s set to hit your goal.
2. Set a competitive bid by monitoring your performance and using bid tools.
3. Know what happens after your ad gets clicked with conversion tracking.
Budget Strategy
Image
1. Think beyond a logo and use a compelling image
2. Feature a face
1. Use high quality images
2. Avoid annoying elements
3. Minimal text, if any
Creative
Guidelines
1. Ask a question
2. Solve a problem
Title
1. Use Title Case
2. Make use of character max
3. Leverage targeting
Ad Text
Guidelines
Description
1. Make sure it reads naturally
2. Directly relate to your product or service
1. Use sentence case
2. Make use of character max
3. Don’t look cheap (SAVE$!)
Ad Text
Guidelines
Landing Page
1. Reflect your product or service
2. Be mobile friendly
3. Be user friendly
1. Have a page title and a product description
2. Make your call to action easy
3. Show signs of trust
Tips
Guidelines
Ad Testing
1. Test various components and monitor the performance.
2. Refresh your ads on a weekly basis.
3. Create separate campaigns for seasonal of limited-time offers.
44 Yahoo Confidential & Proprietary
Introducing
Yahoo Gemini
3 Overview
How It Works
Success Stories
Every month, more than one billion people visit Yahoo to
search, read news, and more.
Your customers are out there.
And your ads appear across phones, tablets and desktops
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It’s Easy
Yahoo Gemini seamlessly blends your ads with the right content for the right audience.
Targeting: Pick who sees your ad
Costs: Choose a budget that works
Reporting: See how you’re doing
AD RescueWearSuccess Story
Small biz sees most traffic ever with Yahoo Gemini
Yahoo Gemini ad for illustrative purposes.
Yahoo Confidential & Proprietary
AD Rescuewear Success Story
“The day we launched Yahoo Gemini, our website got the most traffic and generated the most orders that we’ve ever seen.”
Anne McVeyCo-Owner
Ad RescueWear Success Story
+20%increase in
website visitors
+10%increase in
sales
Based on Yahoo campaign data, June 2014. Please keep in mind that results may vary for each advertiser.
WebMetroAgency Success Story
Yahoo Gemini delivers sales leads at a low cost
Yahoo Gemini ad for illustrative purposes.
Yahoo Confidential & Proprietary
WebMetro Success Story
“We’ve seen the performance of Yahoo Gemini surpass other major ad platforms. We see it as a game changer.”
Russ MensikSenior E-Marketing Manager
WebMetro Success Story
+40%of sales leads
come from Yahoo Gemini
-80%lower cost-per-click compered to other
channels
Based on Yahoo campaign data, June 2014. Please keep in mind that results may vary for each advertiser.
ChariotzSuccess Story
Website gets most of its traffic from Yahoo Gemini
Yahoo Gemini ad for illustrative purposes.
Yahoo Confidential & Proprietary
Chariotz Success Story
“We’ve concluded that Yahoo is the best choice for reaching our consumer audience.”
Wilfred MartisFounder
Chariotz Success Story
+75%of referral traffic
comes from Yahoo
2Xincrease in
website visitors
Based on Yahoo campaign data, September 2014. Please keep in mind that results may vary for each advertiser.
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