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Mobile Search: Techniques and Tactics for Marketers Eli Goodman & Mike Solomon *Note: A copy of this presentation will be sent to all attendees within 2-3 business days Follow along using #mobileppc

Comscore - Mobile Search

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comScore and the search agency are presenting some key points of mobile search marketing.Searches on mobile devices have increased 300% since 2010 and Google estimates that, in the next 18 months, 15-30% of searches will take place on mobile devices. Now that mobile search has reached such a critical mass and agencies and marketers alike have real opportunities to drive traffic via mobile phones, learn what you can do to attract customers and stay ahead of the competition.By Eli Goodman & Mike Solomon27 Avril 2011

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Page 1: Comscore - Mobile Search

Mobile Search: Techniques and Tactics for Marketers

Eli Goodman & Mike Solomon *Note: A copy of this presentation will be sent to all attendees within 2-3 business days

Follow along using #mobileppc

Page 2: Comscore - Mobile Search

2 © comScore, Inc. Proprietary.

Our Presenters

Eli Goodman

Search Evangelist

comScore, Inc.

Mike Solomon

VP Marketing Strategy

The Search Agency

Page 3: Comscore - Mobile Search

3 © comScore, Inc. Proprietary.

comScore Customer Knowledge Platform: A granular 360° view of the

multitude of online activities for 2 million global users

Designed to be representative of the total online population.

TRUSTe certified for information privacy & security.

Page 4: Comscore - Mobile Search

4 © comScore, Inc. Proprietary.

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5 © comScore, Inc. Proprietary.

Agenda

• State of Mobile

• Carrier, OEM, Platform Share

• iPad & Tablet Loyalty

• Mobile Search

• Size

• Frequency

• Demographics

• Mobile Strategy

• Campaign Setup

• Optimization

• What can I do Monday morning?

Page 6: Comscore - Mobile Search

6 © comScore, Inc. Proprietary.

43.9% of US Mobile Phone Owners Browse the Mobile Internet, Use

Applications or Download Content (Mobile Media Users)

The number of people who are just using voice has declined 16% year on year.

Mobile Media usage has grown 20% year on year with February 2011 seeing 16.8 million additional

mobile media users

Product: MobiLens

Mobile Media 36.7%

Voice & SMS Only

63.3%

Mobile Market Segments February 2010

85.7 million

Mobile Media 43.9%

Voice & SMS Only

56.1%

Mobile Market Segments – February 2011

102.5 million

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7 © comScore, Inc. Proprietary.

Carrier Market Share: United States – February 2011

In the US, Verizon and AT&T control over half of the mobile phone carrier market.

Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011

Verizon 31%

AT&T (Cingular)

27%

Sprint 12%

T-Mobile 10%

Tracfone 6%

Sprint Prepaid 4%

MetroPCS 3%

Other 2%

US Cellular 2%

Cricket 2%

Operator Share (US)

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8 © comScore, Inc. Proprietary.

Devices Market Share: United States – February 2011

Samsung 25%

LG 21%

Motorola 16%

Other 9%

RIM 9%

Apple 7%

Nokia 6%

Kyocera 2%

Sanyo 2%

Sony Ericsson 1%

Palm 1%

OEM Share (US)

In the US, Samsung and LG maintain nearly equal shares of the device

market, accounting for nearly half of the total as a group

Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011

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9 © comScore, Inc. Proprietary.

Smartphone 30%

Non-Smartphone

70%

Smartphones make up 30% of

the US Mobile Phone Market

Smartphone Platform Market Share: US

In the US, Google is the leading Smartphone Platform in the three months

ending February 2011, followed by RIM and Apple.

Smartphones: 69.5 MM

Non-Smartphones: 164.5 MM

Mobile Subscribers: 234.0 MM

Subscribers (MM)

Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011.

Google 33%

RIM 29%

Apple 25%

Microsoft 8%

Palm 3%

Symbian 2%

Smartphone Market Share

Google: 22.9 MM

RIM: 20.1 MM

Apple : 17.5 MM

Microsoft: 5.4 MM

Palm: 1.9 MM

Symbian: 1.6 MM

Subscribers (MM)

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10 © comScore, Inc. Proprietary.

Tablet Ownership 27% of iPad owners are brand loyal Apple iPhone owners and 14% of iPad owners use an

Android Phone

Data: Three Month ending Feb 2011

Source: comScore Mobilens US

Total Installed

Base (000)

Share (%) of

Mobile

Subscribers

Total Subscribers

234,000 100.0%

Apple iOS 37,868 16.2%

Android OS 23,763 10.2% 36%

47%

27% 4%

14%

26%

17% 16%

3% 6%

1% 2%

0%

20%

40%

60%

80%

100%

Apple iPad Android Tablet (Archos Internet Tablet & Samsung Galaxy Tab)

% o

f M

ob

ile

Au

die

nc

e

Not Smartphone Apple Google RIM Microsoft Palm

7.8MM 1.1MM

Tablet Ownership

Apple iOS vs. Android OS Across Media Devices

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11 © comScore, Inc. Proprietary.

REACH - Facebook and Google Search Lead US Market on Both Mobile and PC

Facebook is the leader in brand market share on mobile with 52% reach

Google Search is largest desktop brand and second on mobile 37% reach

Product: MobiLens / Media Metrix

Data: February 2011

Country: US

74% 73%

50% 44%

37% 36%

27% 24%

22% 21% 19%

10%

37%

52%

12%

30%

11% 10%

25% 29%

14%

21% 17% 17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

% G

rou

p

Brand Market Share - Desktop vs. Mobile

PC Browsers Mobile Browsers Desktop Browsers

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12 © comScore, Inc. Proprietary.

Search is Consistently Top Activity Among Mobile Browsing

Audience

48% of Mobile Browsers search *

In comparison, 89% of Desktop Internet browsers search.

Product: MobiLens

Data: Three month average ending Feb 2011

47.8%

46.5%

42.0%

37.1%

36.1%

30.0%

29.5%

28.2%

24.1%

23.1%

21.6%

21.0%

20.4%

20.1%

17.2%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Search

Personal Email

Social Networking

Weather

News

IM

Sports Information

Entertainment News

Work Email

Photo or Video Sharing

Maps

Tech News

Stock Quotes or Financial News

Movie Information

General Reference

Top Genres for Mobile Browsing

* Not taking App only users into account

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13 © comScore, Inc. Proprietary.

Number of Mobile Search Users Continues to Grow Steadily

30000

35000

40000

45000

50000

55000

60000

Feb '1

0

Mar

'10

Apr

'10

May '1

0

Jun '1

0

Ju

l '1

0

Aug '1

0

Sep '1

0

Oct '1

0

No

v '1

0

De

c '1

0

Jan '1

1

Fe

b '1

1

Used Search

Up 37% Year over Year (000)

~ 53MM

Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011

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14 © comScore, Inc. Proprietary.

Mobile Search Users Continues to Grow Steadily – Frequency

0

5,000

10,000

15,000

20,000

25,000

Mo

bil

e A

ud

ien

ce

Almost every day

At least once each week

Once to three times throughout the month

(000)

Both Daily and Weekly users outdistancing overall growth

Weekly up 40%

Daily up 56%

Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011

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15 © comScore, Inc. Proprietary.

Mobile Searcher Demographics Skews

0

50

100

150

200

250

300 Index against Total Mobile Search Population

Average

Likelihood

Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011

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16 © comScore, Inc. Proprietary.

The Time is Now for Mobile

Mobile CPCs are 30% less than desktop Mobile CTR is roughly 5x higher than desktop

Source: TSA data on file; 13 accounts from Nov. 2010–Feb. 2011.

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17 © comScore, Inc. Proprietary.

Agenda

• State of Mobile

• Carrier, OEM, Platform Share

• iPad & Tablet Loyalty

• Mobile Search

• Size

• Frequency

• Demographics

• Mobile Strategy

• Campaign Setup

• Optimization

• What can I do Monday morning?

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18 © comScore, Inc. Proprietary.

Mobile Strategy

Start with your end goal

– Sales

– Leads

– Site visits

– YouTube views

– App downloads

– Foot traffic

Identify your mobile assets

– Mobile website

– Mobile landing pages

– Call center (yes, this is a mobile asset)

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19 © comScore, Inc. Proprietary.

Mobile Strategy: Assess Your Mobile Footprint

How much do I already spend on mobile?

– By default, Google and Bing run new campaigns on mobile devices.

– AdWords interface shows what portion of clicks and conversions come from

mobile devices.

If 10% or more of a campaign’s clicks come from mobile devices, consider

targeting separately.

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20 © comScore, Inc. Proprietary.

Campaign Setup: Mobile Targeting

Google allows targeting by specific devices, operating systems, and

carriers.

Menu located within campaign settings tab.

Further tablet targeting expected later this year.

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21 © comScore, Inc. Proprietary.

Campaign Setup: Targeting Mobile Users

Targeting Smartphones

• Generally, target all devices together unless:

• Pointing click-to-download ads to an app store

• Website or app tailored to a device

• Landing page uses Flash

Targeting Tablets

• Tablet devices display full search-engine results pages; pairing these with desktop PCs is a good place to start.

• AdWords can target iPads; other tablets to come in June.

• As tablet adoption broadens, it will make sense to create tablet-only campaigns in your account.

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22 © comScore, Inc. Proprietary.

Campaign Setup: Selecting Keywords

Mobile searches differ from desktop searches

– Real-time and task driven

– Local and geo-modified

– Shorter keyword strings

• Hyperlocal results.

• Phone numbers and targeted map listings spur searcher to action.

• Combination of broad and local targeting.

• Wide number of map listings encourages further research.

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23 © comScore, Inc. Proprietary.

Campaign Setup: Selecting Keywords

Best resources for mobile-search keyword selection

– Existing account: High-performing keywords

– Mobile modifiers: Test geomodifiers, as appropriate

– Google mobile keyword selection tool

Open advanced settings and filter for mobile traffic

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24 © comScore, Inc. Proprietary.

Optimization: Ad Copy

Target your call to action to mobile searchers

– Shorter attention span—get to the point!

– Time-sensitive question—provide the answer!

Test various ad extensions

Ad Sitelinks

provide links to

more specific

pages on your

site.

Location extensions

promote your

business location

on a map.

If you don’t have a

mobile website,

use click-to-call-

only ads, where

only phone

number is

clickable.

Opt your

AdWords

campaign into

phone extensions

to display a

clickable phone

number

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25 © comScore, Inc. Proprietary.

Optimization: Landing Pages

Choose landing page based on your conversion goal

15-second rule: Can the user complete the action in 15 seconds?

Conversion-Path Options

• Click to call

• Click to mobile landing page

• Click to download (iTunes or Android app stores)

• Click to video (e.g., YouTube)

• Click to map

• Click to interstitial (custom experience)

• Click to lead form

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26 © comScore, Inc. Proprietary.

Optimization: Collecting and Measuring Data

Know your end goal

Track data across all channels

Optimize to conversions

Online Conversions

Offline Conversions

Mobile Conversions

Mobile

Marketing is

Integrated

Marketing

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27 © comScore, Inc. Proprietary.

Optimization: Collecting and Measuring Data

Data types

Online Data Offline Data

Clicks resulting in calls Phone calls

Clicks resulting in online conversions In-store sales

Online coupons Mobile-specific coupons

Page views and site interaction Consumers visiting store

App downloads

Map views

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28 © comScore, Inc. Proprietary.

Optimization: Bid Management

Compare CPC on mobile vs. desktop

– If you’re managing mobile and desktop ads in the same campaign,

you’re likely under- or over-bidding for both.

• Launch new mobile keywords with aggressive bids

– Establish strong quality score

– Secure top two positions

–Mobile screens are small. Top 2 ads show above organic results

Bid aggressively on general keywords

– Mobile searches still tend to be short (although they’re lengthening

with voice search)

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29 © comScore, Inc. Proprietary.

What Can I Do Monday Morning?

Monday Morning Checklist

Mobile opportunity analysis • What percentage of my search traffic is mobile?

Account structure • Create mobile-specific campaigns.

Campaign settings • Target by mobile device.

• Separate iPad traffic, if warranted.

Keyword selection • Start with existing desktop-targeted keyword

list.

Ad copy • Create a call to action that resonates with

mobile users.

Landing pages • Start with click-to-call-only ads if you don’t have

mobile assets.

Bid management • Define conversion metrics and CPA goal.

Improve your ROI from mobile search

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30 © comScore, Inc. Proprietary.

Thank you!

Eli Goodman

[email protected]

@LosBuenos

Mike Solomon

[email protected]