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MARCH 5, 2015
RECOGNIZING THE DIFFERENCES (AND THE POTENTIAL) OF MOBILE Jake Stewart
Sr. Product Manager
@BuyerPath
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Mobile Differences • Mobile Form Factor
• Mobile Ad Formats
• Mobile User Behavior
• Optimization Strategies • Tailor Mobile Ad Content
• Optimize Mobile User Experience
• Set Bid Parting Rates
Agenda
searchmarketingexpo.com
@BuyerPath #SMX #31B
Mobile Differences
searchmarketingexpo.com
@BuyerPath #SMX #31B
Mobile Form Factor
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9
Search Impression Share by Device1
Computer
Tablet
Mobile
Sources 1. The Bing Ads Mobile PPC Roadmap
searchmarketingexpo.com
@BuyerPath #SMX #31B
• New mobile-friendly tag on Google
• According to Google, they are “experimenting with using the mobile-friendly criteria as a ranking signal.”1
Mobile Form Factor
Sources 1. Google Webmaster Central Blog
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Mobile ad formats are different from their counterparts on other devices
Mobile Ad Formats
Desktop
Mobile
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Product Listing Ads scroll, rather than being laid out in a matrix
• In Q4 2014 Google increased the mobile carousel depth from 7 to 9-10 products (when available)
Mobile Ad Formats
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Mobile ads feature different calls-to-action, tailored for the mobile user
Mobile Ad Formats
Call Extension Location Extension
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Mobile engagements typically last 80% as long as interactions with a website on a desktop1
• 42% of people made a mobile payment in 2014 (up from just 17% in 2012)2
Users respond to mobile, but advertisers have a limited amount of time to convert their interest into a transaction
Mobile User Behavior
Sources 1. Smashing Magazine. “Designing a Better Mobile Checkout Process.” 2. Lightspeed Research poll
searchmarketingexpo.com
@BuyerPath #SMX #31B
• 90% of consumers use more than one device to complete an action1
• 65% of those cross-device journeys begin on a mobile device1
• 45% of offline sales are influenced by online advertising2
The impact of mobile may not be evident through raw performance data alone, so advertisers must account for this when planning their mobile investment
Mobile User Behavior
Sources 1. Sterling Brands and IPSOS study. 2. Forrester Research Web-Influenced Retail Sales Forecast
searchmarketingexpo.com
@BuyerPath #SMX #31B
Optimization Strategies
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Use mobile-preferred ads with content tailed for mobile users • For example, retailers can highlight an easy mobile check-out process; other
advertisers can promote similar benefits of their online experience
Tailor Mobile Ad Content
Case in Point1
One leading Sporting Goods Retailer saw a 443% increase in CTR with mobile-preferred ad text highlighting mobile-friendly purchasing
Sources 1. Adlucent case study
searchmarketingexpo.com
@BuyerPath #SMX #31B
• As of last October, Google began to selectively show ad extensions instead of Description Line 2 ad copy
Tailor Mobile Ad Content
Past Current
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@BuyerPath #SMX #31B
• Enable mobile-specific ad extensions (call extensions and map extensions)
Case in Point1
Wordstream found that “mobile calls convert at a rate 3X higher than desktop ad clicks.”
Tailor Mobile Ad Content
Sources 1. Wordstream blog
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Retailers with a physical presence should use Local Inventory Ads
Case in Point1
An Adlucent client participating in the Google Store Visits beta saw a 6.8% visit rate from Local Inventory Ads, resulting in thousands of in-store customer visits per month.1
Tailor Mobile Ad Content
Sources 1. Adlucent study
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Have a website that follows mobile-friendly usability criteria: • Avoid software that is not common on mobile devices, like Flash
• Use text that is readable without zooming
• Size content to the screen so users don’t have to scroll horizontally or zoom
• Place links far enough apart so the correct one can be easily tapped
67% of mobile users say that when they visit a mobile-friendly site they are more likely to visit buy a product or service from it1
Optimize Mobile User Experience
Sources 1. Google Mobile Ads Blog
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Simplify mobile conversion process (easier checkout process, click-to-call, email sign-ups)
Case in Point1
• A recent study showed that online merchants who integrated PayPal Express Checkout “saw a 15% increase in total customer spend1.”
• Similarly, a Google Wallet case study demonstrated a 100% increase in mobile CVR for NewEgg2.
Optimize Mobile User Experience
Sources 1. Nielsen Online Buyer Insights. 2. Google Wallet case study.
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Test mobile landing pages to optimize engagement
Case in Point1
A mobile-specific landing page test produced a 5.1% increase in RPC when users were shown links to multiple product categories
Optimize Mobile User Experience
Control Test
Click for Offer
Exclusive Discount
available on this visit
25% Off 1 Item Now
Sources 1. Adlucent case study
searchmarketingexpo.com
@BuyerPath #SMX #31B
• To get the most out of mobile ad campaigns, bid parting rates must be set to accommodate cross-device conversions
• Use Google Estimated Cross-Device Conversions to approximate the impact of mobile advertising
Set Bid Parting Rates
searchmarketingexpo.com
@BuyerPath #SMX #31B
Set Bid Parting Rates
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@BuyerPath #SMX #31B
• Recommended bid parting calculation using Google Estimated Conversion data:
𝐸𝑠𝑡 𝑇𝑜𝑡𝑎𝑙 𝐶𝑜𝑚𝑝𝑢𝑡𝑒𝑟 & 𝑇𝑎𝑏𝑙𝑒𝑡 𝐶𝑃𝑂 − 𝐸𝑠𝑡 𝑇𝑜𝑡𝑎𝑙 𝑀𝑜𝑏𝑖𝑙𝑒 𝐶𝑃𝑂
𝐸𝑠𝑡 𝑇𝑜𝑡𝑎𝑙 𝑀𝑜𝑏𝑖𝑙𝑒 𝐶𝑃𝑂 × 100
Set Bid Parting Rates
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Re-evaluate your mobile bid parting rates regularly: • Quarterly, at least (mobile is growing rapidly so performance is likely to
change over time)
• Prior to peak seasonal periods
• Before the holidays
• Account for “micro-seasonality:” days like Black Friday when mobile shopping is likely to increase dramatically
Set Bid Parting Rates
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Mobile use leads to local (shopping) offline engagement
Case in Point1
Adlucent measured the impact smartphones had on in-store visits for a major retailer with over 200 stores nationwide. Results showed impressive user engagement:
• 5.4% of mobile ad clicks led to store visits
• 3.7X more transactions measured with mobile-influenced in-store sales
• 405% better mobile ROAS
Set Bid Parting Rates
Sources 1. Adlucent case study
searchmarketingexpo.com
@BuyerPath #SMX #31B
• Use geo bid parting to capture mobile users and encourage visits to local stores • Increase bid modifiers in areas surrounding brick-and-mortar locations to
encourage visits
• Conversely, pureplay online advertisers may wish to increase mobile modifiers for rural areas where local options are limited
Set Bid Parting Rates
searchmarketingexpo.com
@BuyerPath #SMX #31B