harnessing the full potential of mobile through paid search
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Discover the latest insights and ideas for your mobile strategy.TRANSCRIPT
© 2012 Net Media Planet 1
Harness the full potential of mobile through paid search
Sri Sharma, Managing DirectorFebruary 2012
© 2012 Net Media Planet 2
Award-winning paid search agency helping ambitious clients maximise the potential of
their online marketing
Net Media PlanetThe PPC People
© 2012 Net Media Planet 3
Some of UK and International clientsWe have a wide portfolio of clients across all major verticals
© 2012 Net Media Planet 4
Source: Increase 2010-2011 UK - Centre for Retail Research
584% growth in mobile revenue
© 2012 Net Media Planet 5
New dimension called Location
On the move At home On the high street
© 2012 Net Media Planet 6
Simplicity Immediacy Context
Source: Forrester Research 2011
© 2012 Net Media Planet 7
Approach to harnessing mobile
Granular Approac
h
Creative Ideas
Keep Testing
Customer
© 2012 Net Media Planet 8
On the move
© 2012 Net Media Planet 9
Improving Papa John’s bottom line
© 2012 Net Media Planet 10
Approach
Communicate with customers when they are hungriestCareful product selection to drive revenueCreate messaging with appetite appeal
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Creative workshop
Image of 3 devices in cols
© 2012 Net Media Planet 12
Results:
Mobile revenue per click increased +48%Profit per pound spent increased +139%AOV increased +13%
© 2012 Net Media Planet 13
Driving new customers for O2
© 2012 Net Media Planet 14
Approach
Target non 02 customers onlyCreate mobile specific messaging stressing ‘simplicity to move’Simplified order process
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Results:
Mobile customer specific ads increased CTR +35%ROI +15% higherMobile click to sales x3 shorter than on desktop
© 2012 Net Media Planet 16
At home
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Be at the top of the Tablet search results
CTR CTR
Average position Average position
© 2012 Net Media Planet 18
When is mobile not really mobile ?
Indexed
Hours
Sales on Tablet devices - by time of day
Source: Net Media Planet - Retail clients, Q4 2011
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Target wifi only
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Building brand awareness through helping clients travel happier
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Approach
Launch of a creative iPad app - ebookersExplorerMobile display campaign across 12 markets on AdMobA focus to drive rapid App download rates
© 2012 Net Media Planet 22
Results:
Top of app marketplaces in 2 weeksBrand awareness through differentiation
© 2012 Net Media Planet 23
On the high street
© 2012 Net Media Planet 24
Driving local store awareness and footfall
© 2012 Net Media Planet 25
Approach
Specifically target mobile customers close to storesIncrease visibility - the closer the customer proximity to storeProvide options of mobile site and directions to closest store
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Results:
Mobile traffic increased +76%Mobile revenue increased +17%More awareness of local stores
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“Aspirations to turn competitor stores into showrooms”Strong pricing & value propositionEffective shopping app
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Keeping customers engaged
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High Street mobile online
© 2012 Net Media Planet 31
3 Key Takeaways
Consider the effect of Location on your customer view
Be granular in your approach
The winners will be those who invest in being creative and testing
© 2012 Net Media Planet 32
Thank youContact:[email protected] 0203 008 8321Twitter: @netmediaplanet @srisharmaBlog: netmediaplanet.com/
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Any questions?