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March 5, 2015
How Proper Measurement Can Help Increase Your Mobile Investment
Andy Taylor
Senior Research Analyst
@PronouncedAhndy
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
March 5, 2015
How Proper Measurement Can Help Increase Your Mobile Investment
Andy Taylor
Senior Research Analyst
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
Phones account for 21% of paid search traffic, but just 10% of spend.
Source: Merkle|RKG Digital Marketing Report
Mobile Share of Paid Search
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
Phone CPC vs DesktopPhone CPC running significantly below desktop CPC according to most reports.
• Merkle|RKG
Digital Marketing Report
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
Phone CPC vs Desktop
• Merkle|RKG
Digital Marketing Report
• Kenshoo
2014 Global OnlineSeasonal Shopping Report
Phone CPC running significantly below desktop CPC according to most reports.
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
Phone CPC vs Desktop
• Merkle|RKG
Digital Marketing Report
• Kenshoo
2014 Global OnlineSeasonal Shopping Report
• iProspect
Paid Search Trends2013/2014 Year-over-Year
Phone CPC running significantly below desktop CPC according to most reports.
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
Segments of users with above average mobile value:
Identify Mobile Sweet Spots
Remarketing lists
Demographic segments, such as age or gender
Geographic regions
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
Multi-Device Ownership Rising
Source: “Digital Democracy Survey.” Deloitte Development LLC
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
1Customer shops on the mobile site and adds an item to
their cart.
2 After adding said item, customers are given the option to
email their cart.
3 This creates the opportunity to:
• collect new customer contact information
• capture as a conversion event that can be tied
back to the eventual order, regardless of device.
E-Mail my Cart
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
Phone Calls
Both in ad copy and on the landing page, advertisers can promote phone calls to their businesses through paid search.
Key Mobile Micro-conversions
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
13%
Online Orders Phone Orders Online Orders Phone Orders
Average Order Value
Phone Orders Driven By Paid Search
+70%
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
App Downloads
Advertisers can push app downloads in place of on-site conversions both in ad copy and on the page.
Key Mobile Micro-conversions
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
Store Locators
Track users looking up store locations to measure offline value driven by online ads.
Key Mobile Micro-conversions
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
45%
36%
40%
Store Locator Email Text
Desktop Tablet Mobile
Share of Micro-conversions by Device
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
+33%
Paid Search ROAS Paid Search ROAS +Offline Sales
Online Advertising ROAS
Google In-Store Visits Beta: Non-Brand
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
+90%
+278%
Desktop Phone
Google In-Store Transactions Beta
Lift in Paid Search Conversionsfrom Measuring Offline Transactions
searchmarketingexpo.com@PronouncedAhndy
#SMX #31B
Google In-Store Transactions Beta: Non-Brand
Lift in Non-Brand Paid Search Conversionsfrom Measuring Offline Transactions
+29%
+73%
Desktop Phone