Mobile Search: What You Need to Know

2 Yahoo Confidential & Proprietary

Faith MurphyYahoo Sales Director

Why Mobile Matters

Mobile Ad Best Practices

1

2

Agenda

Why Mobile Matters1

(Anecdote)

Effectiveness of digital marketing according to small business owners

Source: BrightLocal, “SMB Internet Marketing Survey 2014” in partnership with ChamberofCommerce.com, January 2015

20%

43%

32%

Effective

Not Effective Very Effective

4% n/a

Small businesses plan to spend more on digital marketing

Source: BrightLocal, “SMB Internet Marketing Survey 2014” in partnership with ChamberofCommerce.com, January 2015

16%

37%47% Yes

Maybe

No

Mobile search is overtaking desktop search

BIA Kelsey (2012)

0

20

40

60

80

100

120

2011 2012 2013 2014 2015 2016

Mobile Desktop

Bill

ions

The total number of US mobile search users is growing

Source: eMarketer, September 2014

% of mobile phone users

Mobile phone search users

2014

53%

134M

2015

61%

157M

2016

68%

177M

2017

74%

197M

2018

77%

208M

Yahoo 2014 Confidential & Proprietary. 1010Yahoo 2015 Confidential & Proprietary.

Mobile search is key to online marketing

Source: *eMarkerter Mobile Search Trends, November 2014, **Nielsen/ Google, March 2013; Internal Data January 2013-201

50%

of digital search ad spending will occur on

mobile in 2015

of mobile searches trigger follow-up actions, such as

further research, a store visit, or a purchase**

73%

Mobile brings utility, convenience, and locality to search

Of mobile internet users use search from their mobile

device

Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you access the Internet on each of your devices, either via an app or the mobile web? How often do you use a search engine on your device, either via an app or the mobile web? (n=544)

9Billion

MinutesSpent a month, or more than an hour each, on search.

86%

Mobile search activity peaks at the weekend

and early evening

Mobile search is a daily habit

87%of smartphone owners

access the Internet daily

Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you access the Internet on each of your devices, either via an app or the mobile web? How often do you use a search engine on your device, either via an app or the mobile web? (n=544)

45%conduct 2+ mobile searches per day

96%use a search engine

at lease once per day

Mobile search has become an integral part of shopping for many consumers

Research products on their device weekly

83%

Research products daily

49%

Make a purchase on their mobile device weekly

24%

Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you research products on your [Device] (including browsing, reading reviews, making a purchase, etc.)? And how often do you actually make purchases on your [Device]? (n=544)

60%

Mobile search is a point of discovery

said that mobile search has introduced them to new brands

70% said that mobile search helps them make better buying decisions

50%

Source: “Mobile Search – The Point of Influence,” August 2014. Please indicate how much you agree or disagree with each of the statements below (n=544). Thinking specifically about your recent mobile searches, how much do you agree or disagree with each of the following? (n=401)

of searchers say that mobile search ads sometimes remind them of brands to consider while shopping

Mobile shopping queries. 1 in 4 are related to an immediate purchase

At home54%

On the go22%

At Work13%

In Store7%

At School1%

6%

10%

13%

17%

18%

24%

52%

Wanted to find news on somethingOther general reference

Passing timeTo find deals for a product I was considering…

To find location/hours/phone numberI intended to buy something at that moment

Needed info about a product

Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. Please confirm which device you used to conduct this search. Where were you when you conducted this search from your [Device]? Why did you conduct this search? (n=851 mobile shopping queries)

16

Mobile shopping searchers took several follow-up actions after searching

CONTINUEDRESEARCH66%

CONDUCTEDRELATED SEARCHES59%

SHAREDINFORMATION50%

VISITED ARETAILER WEBSITE79%

CHECKED PRICES ONLINE69%

FOUND DIRECTIONS TO A STORE28%

CALLED A BUSINESS18%DISCUSSED INFO RELATED TO SEARCH WITH SOMEONE ELSE

65%

Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. Since conducting a search on [DAY] about [CATEGORY], which of the following have you done from {DEVICE, PC, IN PERSON} and how long after your search did you do so? (n=278 mobile shopping queries)

Mobile search ads = Increased brand awareness & consideration

Source: Ipsos mobile respondents December 2014

40%of people exposed to both search ads & organic were more likely to mention

a brand top of mind than those exposed to organic only.

46%say search ads can persuade them to consider new brands,

even when they had other brands in mind.

› selected a listing that was near the top of the search results page – first or second listing

69%

22%

Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. When you conducted a search on your mobile device on [DAY] about [CATEGORY], did you click on a listing that was near the top of the search results page (first or second listing), or further down? (n=278 mobile shopping queries)

Mobile shopping searchers were more likely to click near the top of the SERP

› selected a listing that was further down on the search results page

A D S A N D R E S U L T P L A C E M E N T

Mobile Ad Best Practices2

20 Yahoo Confidential & Proprietary

Mobile Ad Best Practices

2

Objective

Targeting

Costs

Ad Creative

Landing Page

The Search Sales Funnel

Awareness

Consideration and Engagement

Buying

Engagers

Shoppers

• Get your message or brand out

• Cost-per-click (CPC)

• Optimize by bids, budget, targeting

• Drive clicks, visitors & sales

• Cost-per click (CPC)

• Optimize by CTR, bids, budget, targeting

• Get your message or brand out

• Cost-per-click (CPC)

• Optimize by bids, budget, targeting

• Drive clicks, visitors & sales

• Cost-per click (CPC)

• Optimize by CTR, bids, budget, targeting

Targeting

Be strategic – don’t over do it and limit your reach.

People located in…

People searching for…

TARGETING

1. Try campaigns without location targeting alongside campaigns with location targeting.

2. Test ad copy to reflect the location target.

3. Optimize top performing locations

People located in…PEOPLE LOCATED IN…

1. Add more keywords to appear more often.

1. Carefully review top performing keywords and consider their intent to help inform your targeting.

2. Optimize top performing keywords

3. Don’t limit your reach by being too specific. Go big and broad with your keywords.

People searching for…PEOPLE SEARCHING FOR…

1. Analyze your bidding strategy so that it’s set to hit your goal.

2. Set a competitive bid by monitoring your performance and using bid tools.

3. Use conversion tracking to know what happens after your ad gets clicked.

Budget StrategyBUDGET STRATEGY

There are only three main components that people see in an ad:

Title Description

AD CREATIVE

URL

1. Ask a question2. Solve a problem

1. Use Title Case2. Make use of character max3. Leverage targeting

Ad Text

Guidelines

TITLE

Description

1. Make sure it reads naturally2. Directly relate to your product or

service

1. Use sentence case2. Make use of character max3. Don’t look cheap (SAVE$!)

Ad Text

Guidelines

DESCRIPTION

1. Reflect your product or service2. Be mobile friendly3. Be user friendly

1. Have a page title and a product description

2. Make your call to action easy3. Show signs of trust

Tips

Guidelines

LANDING PAGE

AD TESTING

1. Test various components and monitor the performance.

2. Refresh your ads on a weekly basis.

3. Create separate campaigns for seasonal of limited-time offers.

SEO & SEM Tips for the Small Business

• Set Specific Goals

• Define a Conversion

• Leverage Online Tools

• Always A/B Test (especially in SEM)

• Ensure Quality Landing Pages

• Create Specific Campaigns

• Monitor performance and adjust

• Leverage Professionals

• Do Your Homework

• Stay True to your Business

Q&A4

Thank you!