7 mobile sem best practices

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: marinn@netelixir.com

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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 marinn@netelixir.com.

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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

• Marinn@NetElixir.com• 609.356.5112 x107

Udayan BoseFounder & CEOwww.NetElixir.comudayan@netelixir.com