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Mobile Day20 november 2014
Hi! I’m Lieselotte.
Hi! I’m Kenneth.
We work at WijsA digital Agency in Ghent
Mobile is boring
!
‣ 2009: the year of mobile ‣ 2010: the year of mobile ‣ 2011: the year of mobile ‣ 2012: the year of mobile ‣ 2013: the year of mobile ‣ 2014: the year of mobile
→
Smartphones/tablets became your
life companion
The consumer is …
The consumer is …
always connected
The consumer is …
always connectedalways on
The consumer is …
always connectedalways on
all over the place
every marketeer
RIP AIDA
RIP SILO
Team Traffic
Team WebsiteTeam Conversion
Team Usability
RIP simplicity
RIP simplicity
It’s all about continuity, context and
relevance
But what possibilities do we have in Search Engine Marketing to makes this a reality?
An e-commerce website
A brick-and-mortar website
Mobile growth of Meubis
Mobile growth of Van Marcke
Mobile advertisingGet it right.
‣ Focus on mobile behaviour!
‣ Brick and mortar: often focused on connecting with or finding info on stores
‣ E-commerce: browsing / saving for later >> buying
Mobile advertising
KEEPIT SHORT & SIMPLE
MOBILE ADS
Mobile preferred callout extensions
Call Extensions
Mobile preferred Ad Extensions
LOCATION EXTENSIONS
Results
!Meubis' call extensions delivered 3.892 direct calls
since January 2014. !!!!
Van Marcke's location extensions received 191.151 impressions and 19.281 clicks since January 2014.
Results
Don't disappoint your customer.
Get it right after the click.
Mobile-first design
Checklist:
☑ Most important info first
☑ Easy navigation
☑ Clear call-to-actions
☑ Performant site search
...
Track every action that matters to you.
Appointments
Contact page or form
Clicks on e-mail address
Use of store locator
...
Phone number clicks
Call back forms
...
Wishlist / bookmarks
Catalogue downloads
Account creations
Mail subscriptions
Social actions
...
What is the return of mobile advertising?
E-commerce: easy.
1 7,44
3,71
Return on ad spend
1
Brick and mortar: value every conversion.
703 Appointments or contact
7.348 Clicks on phone number
Map all your conversions
MACRO CONVERSIONS MICRO CONVERSIONS
41.002 Views oflocation details
15.809 Catalogue downloads
Value each conversion appropriatelyDE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014
Ingevulde contactformulieren
Klikken op locatie-extensies
Klikken op oproepextensies
Bezoek winkeldetails
Oproep vanop de website
Sociale acties
Downloads van brochures
9
61
893
87 96
18
NA
288
180
9699 0 0
NA
3040
10 5 2 5 5
1
1
90
305
1786
435 480
0
18
2880
900
19398 0 0
0
3040
DE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014
Ingevulde contactformulieren
Klikken op locatie-extensies
Klikken op oproepextensies
Bezoek winkeldetails
Oproep vanop de website
Sociale acties
Downloads van brochures
9
61
893
87 96
18
NA
288
180
9699 0 0
NA
3040
10 5 2 5 5
1
1
90
305
1786
435 480
0
18
2880
900
19398 0 0
0
3040
1.091
6.257
938 3.758
0
0
Filled out contact forms
Clicks on location extensions
Use of store locator
Clicks on call extensions
Calls from website
Catalogue downloads
10
5
2
5
5
194 15.715
22 681 220 6.810
3.976 32.330
4.690 18.790
7.952 64.660
12.514 0
05.455
94 15.715
DE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014
Mobiele Waarde
Desktop/Tablet Waarde
Mobiele Investering
Desktop/Tablet Investering
3114 Euro
1246 Euro
26218 Euro
19908 Euro
Mobiele ROI = +150%
Desktop/Tablet ROI = +30%
30.925 €Mobiele waarde
12.370 €Mobiele investering
105.975 €
80.469 €Desktop/tablet investering
Desktop/Tablet ROI = +30%
Mobiele ROI = +150%
Desktop/tablet waarde
Mobile will continue to rise.
Mobile is not new. Users are simply evolving, and so should you.
Mobile is becoming a bigger part of the picture.
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
5 Key takeaways
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
5 Key takeaways
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready
5 Key takeaways
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready
‣ Match your website with the expectancy of your mobile visitors
5 Key takeaways
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready
‣ Match your website with the expectancy of your mobile visitors
‣ Measure every relevant action, no matter how small
5 Key takeaways
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready
‣ Match your website with the expectancy of your mobile visitors
‣ Measure every relevant action, no matter how small
‣ Calculate the full value of mobile advertising
5 Key takeaways
‣ Lieselotte Van Tieghem
!
‣ Kenneth Tallir
‣ be.linkedin.com/in/kennethtallir
‣ twitter.com/kenneth_tallir
Questions?
