7 mobile sem best practices
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In the spirit of knowledge sharing, discover our research insights to 7 mobile SEM best practices.TRANSCRIPT
7 Mobile Search Marketing Best Practices & Research Insights
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About NetElixir
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• Incorporated in 2005. Headquartered in Princeton, NJ.
• We are a digital marketing technology and service provider specializing in search marketing and web analytics.
• Ongoing Retail Search Insights Research since August 2008 (featured in NYTimes, Time, Forbes).
LinkedIn Group:NetElixir University
www.lxrmarketplace.com
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About Udayan Bose
• Founder & CEO, NetElixir,Inc.
• Founded PartyBingo.com (PartyGaming, Plc).
• Guest Lecturer: • Johnson School of Management, Cornell University• City University of New York, Baruch• Indian School of Business
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Table of Contents
• The rise of digital omnivores.
• 7 Practical Tips for successful mobile SEM campaigns.
• Insights into mobile shopping behavior of Gen Y.(Independent study commissioned by NetElixir on Princeton University students between December 5 and December 20, 2012)
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The Rise of Digital Omnivores
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Meet Michelle
• 26. Single.• Account Executive at Agency XYZ in New York.• Daily Commuter from Princeton, NJ to New York.• Uses her 3 hour+ commute:
• Chatting with friends on FB (uses iPhone 4S).• Catching up on news from the ad world (uses
iPad2).• Searching for work related information. (iPad2).• Browsing through fashion trends – Pinterest.
(iPad2/iPhone 4S).• Shopping online. (iPad2).
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Michelle’s Mom celebrates her 50th birthday on March 23.Michelle wants to gift her a pendant.
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64%
25%
11%
% time spent (search and buy)
PC iPad2 iPhone
Michelle’s multi-device search and buy process
Digital Omnivores• Access wide variety of digital content across multiple devices, daily.
• The share of non-computer traffic in US increased from 6.8% in Aug 2011 to 16% in October 2012 (source: comScore)
• Nearly half of tablet owners completed their purchase using tablet. (source: comScore)
• % share of searches from mobile devices increased from 5% (December 2011) to 17% (December 2012). (source: NetElixir Mobile Search Insights Research)
• We expect 25% of all searches to happen from mobile devices by end of 2013.
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7 Practical Tips for Successful Mobile SEM Campaigns
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The Basis of our Recommendations
• Since 2010, NetElixir team has successfully managed and optimized 100+ mobile SEM programs for retailers.
• Ongoing research conducted by NetElixir Mobile Search Insights Lab set up in November 2010.
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First, some research insights from our Mobile Search Marketing Lab..
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Mobile SEM Campaigns: Higher Click-through-Rate
• Mobile searches have higher immediacy value.
• Not more than 3 sponsored listings are visible.
• Propensity to click goes up because of mention of phone#.
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Mobile SEM Campaigns: 50% lower CPC
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Mobile SEM Campaigns: Lower Conversion Rate
• % of accidental & unintentional clicks is high.
• Mobile search may lead to an offline purchase.
• A search that starts on a mobile device often results in a purchase made from a computer*.
• Many marketers still do not have a mobile website.
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Practical MobileSEMTips
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Build a mobile search advertising plan that delivers incremental value over your existing search advertising program
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Boost keyword bids during non-office hours.
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Write short ad copies with a strong call to action.If running a promotion, specify end date followed by !
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Use Mobile Seller Reviews.Reviews boost CTR by 13%!
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Geo-fence using location extensions.
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Use Click-to-call feature in your ad listings.
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Lead the searchers to landing page optimized for mobile devices.
7 Tips for Mobile SEM: Summarized
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Targeting Digital
Omnivores
Plan
Day-parting
Call to Action
Seller Reviews
Geo-Fence
Call Extension
Mobile Optimized Landing Pages
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Adwords Enhanced Campaigns Upgrade
Average cost-per-click, a critical metric that denotes the price advertisers pay Google, declined 6 percent from a year ago, the fifth consecutive quarter of decline, but increased about 2 percent over the third quarter of 2012.
Advertisers with well targeted mobile campaigns should delay the upgrade as much as they can
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You will lose the granular controland end up spending more foryour mobile clicks.Also tablets are beingconsidered equivalent to PCs – for bidding.
Adwords Enhanced Campaigns Upgrade: Our Opinion
Need Guidance on what to do..
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Adwords Enhanced Campaigns
Schedule one-on-one consultation with NetElixir mobile search experts.Email: [email protected]
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Insights on mobile shopping behaviorof Princeton University students
• Independent study commissioned by NetElixir.
• Survey Period: December 5-20, 2012
• Survey Done by:• Dalia Katan, Princeton Univ. 2015
• Number of undergrads that completed the survey:• 755.
• 64.4% Female; 34.7% Male.
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What % of Gen Y engaged in Mobile Shopping?
15.2% made at least one purchase through theirSmartphone.
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What Did Gen Y Buy using their smart phones?
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What was the average purchase size?
$44.52
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Why did they shop with their mobile phones?
• Convenience
• Save time
• Limited access to brick and mortar store
• Store has a mobile app
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Why didn’t they…
• Security Concerns
• Task is easier to complete on a computer
• Screen is too small
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What can retailers learn from this..
• Though, mobile shopping is becoming popular, % purchase through smartphones still remains small.
• Lack of mobile website is partly responsible for this. (“Screen is too small”).
• Mobile apps save time. However, there are millions of apps out there. You should invest in building a mobile app only if you can make shopping easy and fun. Also, your app should be in line with your brand values.
• Average order value is going to remain smaller that online AOV. However, you can increase the purchase frequency. Remember- mobile shopping is more impulsive than online shopping.
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To request your complimentary copy of the Best Practices in Mobile Search Advertising, email me at [email protected].
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If you found today’s session to be useful, help us share knowledge & tweet about this session:
#NEMobileSEM
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Questions Please
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Thank You!
• Join our LinkedIn Group: NetElixir University
• Access free SEM & SEO tools:• www.LXRMarketplace.com
• Need help with your SEM/SEO campaigns?• Contact Marinn Hersh
• [email protected]• 609.356.5112 x107
Udayan BoseFounder & [email protected]