trends and strategy for mobile search in 2014 by jeremy evans
DESCRIPTION
SMX Advanced 2014 Session #SMX #13C - What Advanced SEMs Should Be Doing About Mobile - Trends And Strategy For Mobile Search In 2014 By Jeremy Evens Of Marin Software For more on SEM visit http://searchengineland.comTRANSCRIPT
Trends and Strategy for Mobile Search in 2014
Jeremy Evans
Vice President, Product Consulting
• Traffic Trending 2014
• 10 Mobile Strategy Refinement Tips
• RLSA & Mobile
• Tracking
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Agenda
Remember 2012 – AH the good old days of Marketing
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THE DATA
1. Ad position: Across all devices, click-through rates drop by 50% after position 2, from roughly 5% to 2.4%. 2. Mobile experience: Many websites still lack a robust mobile-optimized experience. 3. Mobile conversions: Difficulties recording Non-standard pathway, such as a call or in-store visit that are mobile influenced.
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Mobile Benchmarking Around the Globe 2014: Key Findings
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US – Mobile Search Trends
21.8% 21.9% 23.2% 23.5% 25.0% 26.7% 27.4% 29.2% 29.4% 29.6% 32.1%
34.2%
12.1% 12.0% 12.8% 12.9% 14.1% 15.5% 16.0% 17.4% 17.9% 18.4% 19.4% 20.3%
9.6% 9.9% 10.4% 10.7% 10.9% 11.3% 11.4% 11.8% 11.5% 11.2% 12.8% 13.9%
Share of Clicks from Mobile Devices - 2013
Mobile Smartphones Tablet
19.3% 19.6% 20.1% 19.3% 20.7% 22.2% 22.9% 23.7% 24.4% 24.2%
26.6% 27.9%
9.5% 9.7% 10.3% 9.4% 10.2% 11.3% 11.8% 12.5% 13.2% 13.3% 13.9% 14.4%
9.8% 9.9% 9.8% 9.9% 10.5% 11.0% 11.0% 11.3% 11.2% 10.9% 12.7% 13.6%
Share of Spend from Mobile Devices - 2013
Mobile Smartphone Tablet
10.7%
20.8% 22.6%
Computers Smartphones Tablets
CPC Change (2012 vs 2013)
MOBILE STRATEGY REFINEMENT
1. Leverage Ad Extensions
Test Click to call only vs. allowing the user to click through to the website:
• Call volume
• Cost per Call
• More calls, same click cost
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2. Test Click to Call Only vs. Click to Website
20%
30%
• Accurately report revenue
– Device
– Phone Number
• Optimize mobile bids
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3. Track Mobile vs. Desktop Call Extensions Separately
Append indicators for mobile
• m.att.com vs. att.com/TV
Pre-append By Service:
• call.att.com
• internet.att.com
• phone.att.com
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4. Display URL – Test the Sub domain
• Shorten descriptions line 1 & 2
• Call to action always showing
• Sitelinks mobile vs. desktop
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5. Test how ad copy appears on devices
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6. WAP text ad campaigns - Yes, people still use flip phones
• Different ad groups for WAP campaigns
– Tracking and bid management
• Head terms: High conversion rate, low cost per call
• International audience
Testing the impact of granular geo targets to click and conversion volume.
• Zip Code vs. Metro Level
• Pull back on granularity
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7. How low can should you target?
8. Pay Attention to the User Experience
9. Local phone numbers vs. 800, 866, 855 numbers.
Why?
• Psychological?
• Build better credibility?
• User more comfortable calling a local business
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Conspiracy Theory
MOBILE & RLSA
Audiences are the New Keywords
Normal RLSA Practices:
• Exclude Audiences
• Cross Sell / Up Sell to Existing Customers
• Nurture Leads and Engage Current Customers
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Mobile Benefits from RLSA
Option 1: Selectively firing RLSA Pixels
• Screen Resolution(<640px)
• User Agent
Option 2: Google Analytics
• Create a Custom Audience Based on Traffic
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RLSA Device Level Targeting
Campaign Exclude
Normal Search Campaign N/A
RLSA Desktop Only Tablet and Mobile Lists
RLSA Mobile Only Desktop and Tablet
RLSA Tablet Only Desktop and Mobile
• Different Ad copy for Different Devices
• Bid more aggressively
• Set Different Goals & Budgets
• Remove Brand Campaigns = $$$$avings
• Cast a wide net – Broad match
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RLSA Device level targeting Best Practices
Adjust Messaging based on Audience Data
Non-member Member
MOBILE TRACKING
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Cross Device Attribution
THREATS TO MOBILE ADVERTISING
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Threats to Mobile Tracking
Thank you!
Jeremy Evans
Vice President, Product Consulting