Mobile Search & Marketing – Pubcon New Orleans 2013

Presented by:Prashant PuriCEO, AdLift.com@puriprashant

Agenda

2ADLIFT CONFIDENTIAL

• State of Mobile

• Mobile Search Marketing Trends – SEO & SEM

@puriprashant

Mobile Phone Subscriptions = Human Population

3ADLIFT CONFIDENTIAL

Source: http://www.geohive.com/earth/population_now.aspx ; http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a ; http://thenextweb.com/mobile/2012/10/17/global-smartphone-users-pass-1-billion-for-the-first-time-report/

7.1B people on the

planet

7.0B global mobile

phone subscription

@puriprashant

Still – Huge Growth Opportunity in Smartphone Market

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Source: Mary Meeker, Kleiner Perkins, Morgan Stanley Research

5.9B

1.03 B

Smartphone Users Feature Phone Users

Global Users(Billions)

@puriprashant

In the US – Greater than 50% own a Smartphone

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Source: http://www.pcmag.com/article2/0,2817,2417442,00.asp

57%

49%

Nov, 2012 Apr, 2013

133M people in US own a smartphone of those 68% have household income greater

$75,000

@puriprashant

In 2015, mobile search volume to surpass desktop local search volume

6ADLIFT CONFIDENTIAL

Source:http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp

@puriprashant

By 2017, Mobile Search Ad Spending will be 50% of Total Search Ad Spending

7ADLIFT CONFIDENTIAL

Source: eMarketer State of Mobile Search 2013

$0.65

$1.99

$3.59

$5.57

$7.85

$10.30

$12.88

4.3%11.3%

18.2%25.6%

33.7%42.1%

50.8%

Mobile search ad spending (Billion)

% of digital search ad spending

@puriprashant

2011 2012 2013 2014 2015 2016 2017

User Search Trends

8ADLIFT CONFIDENTIAL

@puriprashant

Tablet Users Search & Buy

1. Sent text message to another phone

2. Took photos

3. Used email

4. Accessed weather

5. Accessed social network

6. Accessed search

7. Played games

8. Accessed maps

9. Accessed news

10. Listened to music

90.5%

Smartphone Users Tablet Users

83.4%

77.8%

67.1%

65.3%

58.7%

52.9%

51.2%

49.2%

48.0%

1. Accessed search

2. Used email

3. Accessed social network

4. Played games

5. Accessed weather

6. Accessed news

7. Accessed photo/video site

8. Read books

9. Watched video

10. Accessed retail

73.9%

73.6%

67.5%

66.3%

64.6%

58.8%

51.5%

51.2%

50.9%

49.8%

@puriprashantSource: comScore “2013 Mobile Future in Focus”

10ADLIFT CONFIDENTIAL

Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives Conversion Mar 2013. eMarketer Mobile Search Trends. Data: Q4 2012

Smartphone Usage peaks in the Evening

12am-3am

3am-6am

6am-9am

9am-12pm

12pm-3pm

3pm-6pm

6pm-8pm

8pm-12am

3%

2%

7%

13%

17%

19%

18%

22%

@puriprashant

11ADLIFT CONFIDENTIAL

Source: xAd and Telmetrics “Mobile path-to-purchase – Restaurants” Oct 2012

Smartphone User likely to Act fasterImmediately

Within hour

Within day

Within month

Wasn’t looking to book

30%

15%

34%

29%

25%

40%

7%

15%

3%

1% Smartphone Tablet

@puriprashant

12ADLIFT CONFIDENTIAL

with

34% making a purchase

71% Visit a retail website

Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives Conversion”

@puriprashant

Mobile SEO Trends

13ADLIFT CONFIDENTIAL

@puriprashant

14ADLIFT CONFIDENTIAL

Search Marketing Tactics Used

Paid search

SEO

Mobile paid search

Mobile SEO

Social media PPC

Other

78%

58%

58%

31%

28%

9%

Source: Forester Research, Q3 2012 Global Search Marketing Customer Reference Survey

Mobile SEO Adoption is growing

@puriprashant

15ADLIFT CONFIDENTIAL

Mobile SEO – 3 options

• Responsive web design, which includes sites that serve the same HTML to all devices through a single URL and use CSS to change how pages render on different devices—Google recommends this configuration

• Dynamic serving, which includes sites that use the same set of URLs for all devices but serve different HTML, and CSS, to desktop and mobile devices

• Sites that have separate mobile and desktop URLs; for example, www.example.com and m.example.com

@puriprashant

27%

28%

30%

32%

60%

42%

48%

16ADLIFT CONFIDENTIAL

Source: eMarketer Mobile Search Marketing 2013

Direct vs. Search Traffic to US Websites from iOS

51% 49%

52%

58%

60%

68%

70%

72%

Aug 26

Sep 16

Sep 23

Oct 14

Nov 4

Nov 1

Nov 25

Dec 2

73%

iOS masks search traffic

@puriprashant

Mobile PPC Trends

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@puriprashant

Mobile Paid Search Clicks grow 65% YoY

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Source: eMarketer State of Mobile Search 2013

14.2%

Share of Paid Search Clicks from US Mobile Devices Jan-Dec 2012

14.3%15.9%

16.6%17.1%

18.4% 19.1%19.2% 19.5% 19.7% 21.1%

23.4%

Jan 2012 Dec 2012

@puriprashant

Smartphones/Tablets Lower CPCs Comparable Conversion Rates

19ADLIFT CONFIDENTIAL

Source: Marin “Mobile Search Advertising Around the Globe,” Feb 2013

Conversion Rates

CPCs

COMPUTERS SMARTPHONES TABLETS

$0.75

$0.48

$0.62

3.9%

2.8%

3.3%

COMPUTERS SMARTPHONES TABLETS

CPC ChangeJan – Dec 2012

9%13%

25%

COMPUTERS SMARTPHONES TABLETS

@puriprashant

20ADLIFT CONFIDENTIAL

Google Adwords Enhanced Campaigns

• Powerful bid adjustments in one single campaign• Increase/Decrease bids on different devices• Increase/Decrease bids based on location• Increase/Decrease based on time of day

• Ad extensions based on device

@puriprashant

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To Summarize

• Mobile search volume to surpass desktop searches by 2015

• 50% US population own a smartphone

• Mobile ad spending is currently 20% of search spending – to grow to 50% by 2017

• Mobile paid search clicks growing at 65% YoY

• Mobile CPCs are lower than Desktop – Get in now !

Who We Are

22ADLIFT CONFIDENTIAL

@puriprashant

75 Million Search Visits

Every Month, We Manage

About us & Our Achievements

ADLIFT CONFIDENTIAL 24

Founded in 2009, AdLift provides customized digital media strategy and search marketing solutions for online businesses in the North American and Asian markets

AdLift has assembled a world-class technical team of search marketing experts from firms such as Yahoo, eBay, and IAC

AdLift’s unique value proposition has been recognized by fortune 500 companies including PayPal, eBay, Barnes & Noble & AT&T

15+ person team – business development and account management located in Palo Alto, CA.

• Running campaigns across 50+ sites

• Optimizing 10K keywords

• Managing $2M in SEO spend

• Delivered results & gained trust

AcquireAmplify

AdvancePrashant PuriCEO & Co-FounderAdLift.comprashant@adlift.com@puriprashant

ADLIFT CONFIDENTIAL 25

@puriprashant