How To Justify Spending More On Mobile

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Success In MobileA Demand Generation Driven, e-Commerce Focused POV

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2

HP Mobile Plannin

g

Aug2013

Start of

Mobile

Push Mobile

Nov2013

Low ROAS

Push Mobile

Nov2014

Low ROAS

Reduced

Budget

Dec2014

Low ROAS

Site Update

s

Apr2015

Shift Strate

gy

Push Mobile

Nov2015

Stronger

Returns

Mobile Growt

h

Feb-Oct

2016

Better ROAS

Holiday

Revenue

Nov2016

+XXX% YoY

HP’s Mobile Evolution


Hurdles In The Move To MobileNon Mobile Optimized Site Experience

Attribution/Cross-Device Data

Lower Conversion Rates

Insufficient Data

Getting People to Call

Limited Testing Opportunities


Move To Responsive

2013 2014 2015 2016

(Desktop Site) (Mobile Only Domain)

(Mobile Optimized) (Fully Responsive)


Understanding Cross DeviceOver the last year we expanded attributiondata modeling and tested investment levels to determine where we were seeing the most effective return across all devices

1. Cross-device behavior is happening and there is no one size fits all approach (fig. 1) last device, u shaped, linear. first device

2. AOVs involving cross device paths are considerably higher 3. Majority of AdWords conversions involving multiple devices start on mobile (fig. 2)4. Average device path length of 3 devices there are 101 unique cross-device paths that have led to

conversionsFig. 1: Fig. 2:


Conversion Opportunity: Thanksgiving 2015

Mobile SearchIncrease

5X• Average mobile search 30-50 searches/hour • TV Spots aired during the Thursday NFL games• Increased to over 1,000 searches/hour when aired

Increase in CTR

15%Revenue from Mobile Search

4.5X

Daily


Successful

Betas: Purchases On Google• Purchases on Google allows customers to quickly

buy directly on Google, using Google-stored payment data. Fulfillment and customer service continues to be managed by the Retailer.

• Performance varies greatly based on complexity of the product and research required. This is not an option for customizable products.

• From initial tests, we saw a meaningful conversion rate lift for select categories vs. standard mobile Shopping ads


Successful

Driving Mobile Calls• Evaluated areas of the business where customers

were more likely to convert over the phone

• Tested changing our experience between areas such as call only campaigns, call extensions, as well as the standard mobile site experience

• Did not see a large total change in clicks or cost, but we had an uptick in call center revenue as well as growth in our mobile average order size coming from calls


Unsuccessful

Betas: Google Messaging Ads• A Google sponsored ad unit was available that

showed “subscribe w/ Google to receive Black Friday deals” across non-brand specific mobile searches. Once users subscribed, Google sent offers/deals via SMS to users phone

• Provided us with a way to engage with a targeted group of consumers interested in computer deals

• Sent our top offer to everyone that subscribed to receive updates


Successful

Betas: Price Extensions • Price Extensions are a way for us to show a variety

of different products and price points. It also gives our customers the availability to have more product options easily accessible to them

• Determine level of interest and current considerations before navigating to our site

• From our initial tests, we saw up to a meaningful lift in CTR when the extension is showing


Successful

Betas: Visual Sitelinks• Visual Sitelinks are a way for us to showcase our

product and product features before the user ever leaves the google search page

• Based on performance, results can change heavily depending on the types of keywords and images that are used

• From our initial tests, we saw up to a very significant lift in CTR when the extension is showing for product specific search queries


Successful

HP 2016 Holiday Success

Traffic Avg. CPC

+ %

RevenueImpressions

+ %

Black Friday and Cyber Monday Mobile Performance YoY

I’m here right?


Omnichannel/In-Store Location ExtensionsWe Have an Interesting Road Ahead of UsThe affiliate location extension format allows us to drive visits to retail partners that sell our products and track the journey

Following a user’s search for an HP product, the Ad will display three sections:• The Headline and URL to the manufacturer’s website• Ad Text for the manufacturer’s product• The nearest retailer

After the click we can track • Who actually went to the store from our ad• Who purchased (with some retailer help)

Source: https://blogs.position2.com/affiliate-location-extensions-google-launches-new-service-adwords

https://www.youtube.com/watch?v=qqAz09YcN3E


Best Practices for MobileUnderstand role of mobile in your purchase cycle

Use attribution to measure cross device conversionsAlign bidding strategy with the target audiences behavior Evaluate mobile specific ads & call/mobile only campaigns

Test the impact of mobile ad extensions and mobile betas

Use location to improve the mobile search experience

1.2.3.4.

5.6.

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

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How To Justify Spending More On Mobile