how proper measurement can help increase your mobile investment

March 5, 2015

How Proper Measurement Can Help Increase Your Mobile Investment

Andy Taylor

Senior Research Analyst

@PronouncedAhndy

searchmarketingexpo.com@PronouncedAhndy

#SMX #31B


#SMX #31Bsearchmarketingexpo.com@PronouncedAhndy

#SMX #31B


#SMX #31B

March 5, 2015

How Proper Measurement Can Help Increase Your Mobile Investment

Andy Taylor

Senior Research Analyst


#SMX #31B

Source: Merkle|RKG Digital Marketing Report


#SMX #31B

Phones account for 21% of paid search traffic, but just 10% of spend.


Mobile Share of Paid Search


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Phone CPC vs DesktopPhone CPC running significantly below desktop CPC according to most reports.

• Merkle|RKG

Digital Marketing Report


#SMX #31B

Phone CPC vs Desktop

• Merkle|RKG


• Kenshoo

2014 Global OnlineSeasonal Shopping Report

Phone CPC running significantly below desktop CPC according to most reports.


#SMX #31B

Phone CPC vs Desktop

• Merkle|RKG


• Kenshoo

2014 Global OnlineSeasonal Shopping Report

• iProspect

Paid Search Trends2013/2014 Year-over-Year

Phone CPC running significantly below desktop CPC according to most reports.


#SMX #31B

Google CPC Down 3% from Q3-Q4 and Y/Y


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Segments of users with above average mobile value:

Identify Mobile Sweet Spots

Remarketing lists

Demographic segments, such as age or gender

Geographic regions


#SMX #31B



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Multi-Device Ownership Rising

Source: “Digital Democracy Survey.” Deloitte Development LLC


#SMX #31B


#SMX #31B

1Customer shops on the mobile site and adds an item to

their cart.

2 After adding said item, customers are given the option to

email their cart.

3 This creates the opportunity to:

• collect new customer contact information

• capture as a conversion event that can be tied

back to the eventual order, regardless of device.

E-Mail my Cart


#SMX #31B


#SMX #31B

Phone Calls

Both in ad copy and on the landing page, advertisers can promote phone calls to their businesses through paid search.

Key Mobile Micro-conversions


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13%

Online Orders Phone Orders Online Orders Phone Orders

Average Order Value

Phone Orders Driven By Paid Search

+70%


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App Downloads

Advertisers can push app downloads in place of on-site conversions both in ad copy and on the page.



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Store Locators

Track users looking up store locations to measure offline value driven by online ads.



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45%

36%

40%

Store Locator Email Text

Desktop Tablet Mobile

Share of Micro-conversions by Device


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Quantify Offline Sales Driven by

Online Marketing


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+33%

Paid Search ROAS Paid Search ROAS +Offline Sales

Online Advertising ROAS

Google In-Store Visits Beta: Non-Brand


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+90%

+278%

Desktop Phone

Google In-Store Transactions Beta

Lift in Paid Search Conversionsfrom Measuring Offline Transactions


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Google In-Store Transactions Beta: Non-Brand

Lift in Non-Brand Paid Search Conversionsfrom Measuring Offline Transactions

+29%

+73%

Desktop Phone


#SMX #31B

Acknowledge the Branding Impact


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Google Brand Awareness Study


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Desktop Phone


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how proper measurement can help increase your mobile investment

Marketing

desktop cpc

bphone cpc vs desktopphone

bgoogle cpc

mobile site

average mobile value

bphone callsboth

paid search traffic

digital democracy survey