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MOBILE FIRST MARKETING:
Hyper Local Targeting Strategies To Meet
Your Customers Where They Are
WHO ARE YOU?
WHO WE ARE
› Results-driven culture (SEM, SEO, Display, Social)
› Named #3 on 2016 Ad Age’s Best Places to Work In The USA and one of Crain’s Best Places to Work in NYC two years in a row
› Inc. 5000’s fastest growing companies
› Google Premier Partner - Recent Display Innovation Award Winner
› Deep experience in Google AdWords, Bing, Amazon, YouTube Advertising, Facebook Advertising, and Adobe Omniture
› Association of National Advertisers (ANA) subject matter experts
› Adjunct Instructors at NYU School of Professional Studies’ Digital Media Marketing Program; regular panel speakers on search topics
Rooted in search + digital
BEST IN CLASS DIGITAL
We work with B2C, B2B, regional, and national brands.
MOBILE SEARCH TRENDS
THE EVOLUTION OF MOBILE
1968A new era of
advertising begins
THE EVOLUTION OF MOBILE ADVERTISING
The infancy of Mobile Advertising
• 2007 launch of iPhone: new era of advertising
• Early days: isolated, distinct unit; miniaturized
version of desktop
• Now: targeting, data, smart creative. Most
important: performance-oriented advertising
THE WORLD’S GONE MOBILE
Source: https://www.emarketer.com/public_media/images/Be_Prepared/image3mobile.jpg
This graph depicts the average time
spent per day with select media by
US Adults, 2013 -2018.
By 2018, time spent on mobile will
increase by 50% in comparison to
2013.
In that same span, usage of
desktop/laptop is expected to
continue its slight decline.
Today, more than 50% of all video
views occur on mobile devices.
With 2.5 billion smartphones in use in the world, the shift to mobile continues.
THE % OF PEOPLE USING SMARTPHONE IS UP
In the US, the % of
people who use
smartphones
continues to
increase while the
% of people who
use a desktop is flat
Source: https://moz.com/blog/seo-and-digital-trends-in-2017
Today’s
Customer
Journey Is
Complex
SENIOR CARE MARKET
FOCUSING FACTS
Senior Care Services in United States
13% Search growth overall in Q217 compared to last year
50% Of searches came from Mobile
45% Of searches came from Desktops
-17% Change in CPC compared to last year
Source: Google internal data for Assisted Living Services | United States. Time period: Q2 2017
SENIOR CARE RELATED SEARCHES
Metrics snapshot - Q2 2017 and YoY growth - Q2 ‘17 vs Q2 ‘16
Source: Google internal data for Assisted Living Services | United States. Time period: Q2 2017
Queries Imp Clicks Ad CTR CPC Ad Depth
YoY YoY YoY YoY Q217 YoY Q217 YoY Q217
Mobile 18% ▲ 39% ▲ 95% ▲ 40% ▲ 3.2% -24% ▼ $4.3 12% ▲ 3.4
Tablet -4% ▼ -4% ▼ 8% ▲ 13% ▲ 3.7% -4% ▼ $4.32 1% ▲ 4.5
Computer 9% ▲ -6% ▼ 19% ▲ 27% ▲ 2.8% -12% ▼ $4.52 -4% ▼ 3.1
Overall 13% ▲ 15% ▲ 51% ▲ 31% ▲ 3.2% -17% ▼ $4.37 4% ▲ 3.4
The growth in Mobile is increasing clicks, CTR, and ad depth while significantly lowering
CPCs.
SENIOR CARE SEARCH QUERIES
Queries in general grew 13% in Q217 with 50% of all searches on mobile. Tablet queries are
stagnant, desktop queries have leveled off, but mobile keeps growing.
YoY
growth(Q217-Q216)
QoQ
growth (Q217-Q117)
% of
queries(Q217)
Mobile 18% ▲ 3% ▲ 50%
Tablet -4% ▼ -7% ▼ 5%
Computer 9% ▲ -2% ▼ 45%
Overall 13% ▲ 0% 100%2015 Q4 2016 Q2 2016 Q4 2017 Q2
Mobile Tablet Computer
SENIOR CARE RELATED IMPRESSIONS
Source: Google internal data for Assisted Living Services |
United States. Time period: Q2 2017
YoY
growth(Q217-
Q216)
QoQ
growth (Q217-Q117)
% of imp(Q217)
Mobile 39% ▲ 5% ▲ 55%
Tablet -4% ▼ -7% ▼ 10%
Computer -6% ▼ -2% ▼ 35%
Overall 15% ▲ 1% ▲ 100%
Impressions grew 15% in Q2 ‘17 with 55% of all ad impressions on mobile.
Mobile Tablet Computer
2015 Q4 2016 Q2 2016 Q4 2017 Q2
SENIOR CARE RELATED CLICKS
Source: Google internal data for Assisted Living Services |
United States. Time period: Q2 2017
YoY
growth(Q217-
Q216)
QoQ
growth (Q217-Q117)
% of
clicks(Q217)
Mobile 95% ▲ 7% ▲ 57%
Tablet 8% ▲ -8% ▼ 12%
Computer 19% ▲ -3% ▼ 31%
Overall 51% ▲ 2% ▲ 100%
Clicks grew 51% in Q217 with 57% of all clicks on mobile.
Mobile Tablet Computer
2015 Q4 2016 Q2 2016 Q4 2017 Q2
SENIOR CARE RELATED COST PER CLICKS
Source: Google internal data for Assisted Living Services |
United States. Time period: Q2 2017
CPC grew -17% YoY and was $4.37 in Q217
YoY
growth(Q217-
Q216)
QoQ
growth (Q217-
Q117)
CPC(Q217)
Mobile -24% ▼ -5% ▼ $4.3
Tablet -4% ▼ 3% ▲ $4.32
Computer -12% ▼ 0% $4.52
Overall -17% ▼ -2% ▼ $4.37
Mobile Tablet Computer
2015 Q4 2016 Q2 2016 Q4 2017 Q2
SEASONALITY – QUERIES & IMPRESSIONS
Source: Google internal data for Assisted Living Services | United States. Time period: Q2 2017
Queries Impressions
2017 2016 2015 2017 20152016
Jan Apr Jul Oct Jan Apr Jul Oct
SEASONALITY - CLICKS AND CPC
Source: Google internal data for Assisted Living Services | United States. Time period:
Q2 2017
Clicks CPC
Jan Apr Jul Oct Jan Apr Jul Oct
2017 2016 2015 2017 20152016
WHY MOBILE?
GOOGLE IS GOING MOBILE-FIRST
Google has been testing their mobile-first index for several
months and once it rolls out, it will change how the search
engine looks at, and indexes, content.
What does this mean?
• Google will begin to index content based on the mobile
experience rather than the desktop experience as it has
done historically.
• Contrary to what many might assume, there will not be two
separate indexes.
Source: https://www.conductor.com/learning-center/3030-30-mins-on-the-last-30-days-in-search-social-content/
GOOGLE’S “INTRUSIVE INTERSTITIALS” ROLLS OUT
Google has provided diagrams to help folks understand the difference between good and bad mobile
interstitials.
Fine, if used responsibly. Don’t Do This.
Source: https://www.conductor.com/learning-center/3030-30-mins-on-the-last-30-days-in-search-social-content/
AUDIENCES
Roughly 50% users on mobile
for Senior care and assisted
living key terms
0
20000
40000
60000
80000
100000
120000
Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17
Senior Care Keyword Trend - 12 Months
8.8 million 53-64 year olds on
Instagram (facebook buckets 65
plus into one category) This not
include users browsing on
facebook through mobile
AUDIENCES
Notable mention
WHY LOCAL?
88% SEARCH FOR LOCAL INFO ON A SMARTPHONE
Source: https://www.thinkwithgoogle.com/advertising-channels/search/how-advertisers-can-extend-their-relevance-with-search-infographic/
30% of mobile
searches are
related to a
location.
Source: https://www.hubspot.com/marketing-statistics
28% of searches for
something nearby result
in a purchase.
Source: https://www.hubspot.com/marketing-statistics
REACHING THE MOBILE/LOCAL
AUDIENCE
DO YOU ADAPT TO ALL SCREEN DEVICES?
Responsive design allows your site to adapt to any screen device.
• Allows for increased site
engagement on mobile
• Impacts rankings and overall
user experience
A mobile device provides the perfect opportunity to reach a consumer based on a variety of targeting factors – including location.
USING MOBILE TO REACH CONSUMERS
1. Location a. Proximity to assisted living center
2. In app behaviors a. Pandora channels, Lumosity, etc.
3. Devices and systems a. ios vs. Android
4. Demographics a. Age, Gender, HHI, etc.
5. Behavior/Contextual Relevance a. Grandparenting blogs; Social profiles, etc.
6. Remarketing a. Assisted living centers
7. Network targeting
8. Time of day/Day of week
9. Competitive conquesting
LEVERAGE AD EXTENSIONS IN YOUR SEARCH ADS
• Sitelinks extensions
• Location extensions
• Call extensions
• Review extensions
• Callout extensions
LEVERAGE AD EXTENSIONS IN YOUR SEARCH ADS
• Sitelinks extensions
• Location extensions
• Call extensions
• Review extensions
• Callout extensions
ACCELERATED
MOBILE PAGES
(AMP)
53% of visits are abandoned if
a mobile site takes longer
than 3 seconds to load.
For every 1 second delay in
site load time, conversions fall
by 12%.Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-immediate-need-mobile-experiences/
WHAT IS AMP? REALLY FAST MOBILE PAGES
AMP (Accelerated Mobile Pages) is a Google and
Twitter-backed open-source initiative aiming to make
the web better with fast loading pages. AMP enables
the creation of websites and ads that are consistently
fast, beautiful, and high-performing across devices and
distribution platforms.
• Stripped down HTML + cached content
• Load time drives SERP – loads 4x faster and uses
8x less data
• When you search, Google will show you a carousel
that highlights AMP-enabled websites
OPPORTUNITY: For Assisted Living and Senior
Centers to develop AMP pages and dominate in sea
VOICE SEARCH
WHAT IS VOICE SEARCH?
Voice Search allows users to
Search by speaking on a mobile
phone or computer.
Voice search technology has the
ability to “understand” consumers by
using algorithms to determine the
meaning of what they’re asking
Source: http://searchengineland.com/optimize-voice-search-273849
VOICE SEARCH TRENDS
• Since 2014, voice search
went from being negligible to
exceeding 10% of all search
traffic
• By 2020, over 200B
searches/month will be
voice
• 40% of adults use voice
search once/day
• Nearly 50% of voice-
searchers use voice search
when researching products
• Mobile voice-related
searches are 3x more likely
to be local-based compared
to keyword phrase searches
• By 2021, there will be nearly
2B consumers using AI
voice assistants
Source: http://searchengineland.com/optimize-voice-search-273849
VOICE SEARCH BEHAVIOR
Source: http://searchengineland.com/optimize-voice-search-273849
• Since the introduction of search engines,
users have learned how search for
information using concise keyword phrases
• Voice search however, is more conversational
than traditional keyword phrase searches
• Additionally, voice search is typically mobile
and often locally focused resulting in longer
search queries
WHAT DO I DO?
WHAT DO I DO?
• Identify your audiences
• Identify any deficiencies
• Work around your deficiencies
• Build on your strengths
Identify your audiences
IDENTIFY YOUR AUDIENCES – ANALYTICS - GA
• Age
• Gender
• Interests
IDENTIFY YOUR AUDIENCES – ANALYTICS - GA
• Device
• Operating system
IDENTIFY YOUR AUDIENCES – ANALYTICS - FB
• Device
• Conversions
• Content, etc
• Demos
On all channels!
Identify your deficiencies
IDENTIFY YOUR MOBILE LOCAL DEFICIENCIES
• Site mobile friendly?
• Are you responsive?
• Responsive, but slow?
Check your site speed performance
IDENTIFY YOUR LOCAL DEFICIENCIES
• Are you listed correctly on major listing sites?
• Multiple locations – are you using bulk upload on GMB? Link here
• Is your content speaking to local?
• Is your meta data locally optimized?
• Schema markup? - Create it here
Check to see if you are listed correctly
Work around your
deficiencies
WORK AROUND YOUR DEFICIENCIES
• Pivot your search ads to call only campaigns
• Create mobile only landing page to test conversion rates and influence any designs
for new site
• Check for accuracy of local citations
WORK AROUND YOUR DEFICIENCIES #Protip
• Keep your user within the platform
and have them register for an
appointment via a form on the
facebook platform.
Build on your strengths
DESIGN
• Improve based on site speed recommendations
• Improve mobile layout – CTA, visual, marketing message within mobile device screen
• Consider stickies? (header or footer)
LOCATION
In adwords, geo target, separate campaigns for different geos will introduce
efficiencies – May not be the case on Facebook, test combined vs local -
OPTIMIZING FOR VOICE SEARCH
• Claim your Google My Business listing
• Optimize your keyword strategy to capture conversational queries
from voice searches – FAQ pages are a great way to do this
• Use structured date markup
Source: http://searchengineland.com/optimize-voice-search-273849
OPTIMIZING FOR VOICE SEARCH #Protip
• Pull a search query report from adwords and filter keywords by
“Alexa”, “ok google”, and or “siri
Source: http://searchengineland.com/optimize-voice-search-273849
APPLYING LOCAL ELEMENTS
• Conversational keyword formulations
with local indicators
• Incorporate structured data markup
• Create hyper-specific page and
location titles with compelling CTA’s in
order to differentiate properties
CONSIDER OTHER MOBILE PLATFORMS
• Target a mobile focused audience
• Target by age and gender
• Target by location
INTEGRATING RETARGETING STREAMS ON SOCIAL
Searcher Googles “senior care options” search terms and clicks through a link to a senior care
provider’s website.
Searcher clicks through to the senior care website but does not make a conversion or take an action that counts as a lead.
Searchers are then retargeted with ads for the company on social media sites such as Facebook.
SEQUENTIAL MARKETING APPROACH – INTEGRATION WITH OTHER CHANNELS
Integrate a
marketing
approach to
further engage
with audiences
who have
expressed an
interest to
address their
concerns
First Rotation Second Rotation Third Rotation
First visit
to the site
