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Mobile Analytics

Josh Blankenship, Client Strategies ManagerTopSpot Internet Marketing

Mobile Analytics2Agenda for TodayMobile TrendsMobile AdvertisingOur Mobile Analytics ApproachResponsive Usability & DesignWeb Analytics Wednesday

Mobile Trends3

As of last year, mobile has overtaken desktop for local search query volume. The market research firm found that 66.5 million local search queries were made via mobile devices to desktop's 65.6. By the end of this year, those numbers will be significantly more disparate: desktop will decline to 64.6 million, while mobile will swell 23 percent to 81.8 million.As mobile search increases, mobile search spend is following suit, albeit less dramatically. In 2014, desktop accounted for $14.30 billion of U.S. search ad spending, while mobile made up $8.72 of the total. By the end of this year, the numbers will be much closer together: $12.82 billion for desktop and $12.85 for mobile, according to March research from eMarketer.eMarketer predicts that in two more years, desktop will be $9.12 billion of the ad spend share and mobile will be more than double that, with $21.73 billion. Getting more specific on ad spend, BIA/Kelsey estimated last month that mobile would increase 56 percent to make up $6.7 billion of local ad spend. That's 37 percent of the total; by 2019, mobile is expected to nearly triple to $18.2 billion.3

Mobile Trends4

The new normal: a striking image Pope Benedicts inauguration in 2005 vs Pope Francis inauguration in 20134

Mobile Trends5

6.1billionsmartphone subscriptionsin 20202.6billionsmartphone subscriptionsin 2015

Source: Mobility Report from Ericsson 5

Mobile Trends6

42%manufacturing queries start on mobile

Source: Google internal data6

Mobile Ads7Benefits of Mobile PPC

Different Messaging - Mobile-specific ads may have different messaging than desktop ads. In some cases it makes sense to deliver a certain messaging and calls to action based on what device a person is using.

Mobile Bid Adjustments - Can increase or decrease bids for users on mobile devices

Mobile Ad Extensions - Includes specific calls to action, location extensions or click to call extensions

TopSpots Approach

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Mobile Ads8When using our Mobile Pay Per Click Strategies clients have experienced:

Increased Impression Share During Targeted Times

Increased Click Through Rates (on relevant phrases)

Increased Lead/Conversion

TopSpots Approach8

Mobile Analytics9

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Mobile Analytics10

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Mobile Analytics11

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Mobile Analytics12

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Mobile Analytics13

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Mobile Analytics14

Audience > Mobile > Overview

If Google Analytics is installed on your website, you can go to Audience > Mobile > Overview. There you can see a breakdown of desktop, mobile and tablet traffic for the time period youve selected. Look at different time periods to understand if and how your mobile traffic has grown over time and where it is now.14

Mobile Analytics15

If Google Analytics is installed on your website, you can go to Audience > Mobile > Overview. There you can see a breakdown of desktop, mobile and tablet traffic for the time period youve selected. Look at different time periods to understand if and how your mobile traffic has grown over time and where it is now.15

Responsive Usability16

Mobile experiences need to be planned in a league of their own.

Action directives

Navigation counts for 80-85% mobile success

Search placement matters

Pops, drops, rollouts & sliders

Responsive Usability17

Parallax / Scrolling Behavior

Responsive Usability18

Parallax / Scrolling Behavior

Responsive Usability19

Less than 27.8% of desktop users viewed value proposition / CTAs

Responsive Usability20

41.2% of smart phone users viewed value proposition.

Devices and ScreensIts not just the Smartphone folks weve got to think about

weve got to think about the big guys, too.

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Devices and Screens22

Responsive Usability23

55.6% of tablet users viewed value proposition.

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Desktop

Smart PhoneTablet

Responsive Usability25

Tabbed Content Usability

Responsive Usability26

Tabbed Content Usability

Responsive Usability27

Tabbed Content Usability 11.59% Clicks (Desktop)

Responsive Usability28

Tabbed Content Usability 20% Clicks (Mobile)

Responsive Web Designisnt going to be responsive web design in the future.

Server level browser detection

Forms employ server calls if you can

Use social logins when possible

Work for the transfer device to desktop29

Responsive Website Case Study

30Metal CoatingsTraffic trends indicated a need for the website to provide a mobile-friendly experience for their growing smartphone and tablet audience.

When analyzing the pages mobile users were accessing, it was apparent that all of Metal Coatings content needed to be available in a mobile-friendly format.

Responsive Website Case Study

31Results:

247% increase in Smartphone conversions

76% increase in overall smartphone visits

72% increase in overall tablet visits

Thank you!Contact TopSpot Internet Marketing: www.topspotims.com/contact@JoshTTU@TopSpotIMSPresentation available via Slideshare32