how to justify spending more on mobile
TRANSCRIPT
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Success In MobileA Demand Generation Driven, e-Commerce Focused POV
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2
HP Mobile Plannin
g
Aug2013
Start of
Mobile
Push Mobile
Nov2013
Low ROAS
Push Mobile
Nov2014
Low ROAS
Reduced
Budget
Dec2014
Low ROAS
Site Update
s
Apr2015
Shift Strate
gy
Push Mobile
Nov2015
Stronger
Returns
Mobile Growt
h
Feb-Oct
2016
Better ROAS
Holiday
Revenue
Nov2016
+XXX% YoY
HP’s Mobile Evolution
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3
Hurdles In The Move To MobileNon Mobile Optimized Site Experience
Attribution/Cross-Device Data
Lower Conversion Rates
Insufficient Data
Getting People to Call
Limited Testing Opportunities
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4
Move To Responsive
2013 2014 2015 2016
(Desktop Site) (Mobile Only Domain)
(Mobile Optimized) (Fully Responsive)
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5
Understanding Cross DeviceOver the last year we expanded attributiondata modeling and tested investment levels to determine where we were seeing the most effective return across all devices
1. Cross-device behavior is happening and there is no one size fits all approach (fig. 1) last device, u shaped, linear. first device
2. AOVs involving cross device paths are considerably higher 3. Majority of AdWords conversions involving multiple devices start on mobile (fig. 2)4. Average device path length of 3 devices there are 101 unique cross-device paths that have led to
conversionsFig. 1: Fig. 2:
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6
Conversion Opportunity: Thanksgiving 2015
Mobile SearchIncrease
5X• Average mobile search 30-50 searches/hour • TV Spots aired during the Thursday NFL games• Increased to over 1,000 searches/hour when aired
Increase in CTR
15%Revenue from Mobile Search
4.5X
Daily
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7
Successful
Betas: Purchases On Google• Purchases on Google allows customers to quickly
buy directly on Google, using Google-stored payment data. Fulfillment and customer service continues to be managed by the Retailer.
• Performance varies greatly based on complexity of the product and research required. This is not an option for customizable products.
• From initial tests, we saw a meaningful conversion rate lift for select categories vs. standard mobile Shopping ads
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8
Successful
Driving Mobile Calls• Evaluated areas of the business where customers
were more likely to convert over the phone
• Tested changing our experience between areas such as call only campaigns, call extensions, as well as the standard mobile site experience
• Did not see a large total change in clicks or cost, but we had an uptick in call center revenue as well as growth in our mobile average order size coming from calls
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9
Unsuccessful
Betas: Google Messaging Ads• A Google sponsored ad unit was available that
showed “subscribe w/ Google to receive Black Friday deals” across non-brand specific mobile searches. Once users subscribed, Google sent offers/deals via SMS to users phone
• Provided us with a way to engage with a targeted group of consumers interested in computer deals
• Sent our top offer to everyone that subscribed to receive updates
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10
Successful
Betas: Price Extensions • Price Extensions are a way for us to show a variety
of different products and price points. It also gives our customers the availability to have more product options easily accessible to them
• Determine level of interest and current considerations before navigating to our site
• From our initial tests, we saw up to a meaningful lift in CTR when the extension is showing
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11
Successful
Betas: Visual Sitelinks• Visual Sitelinks are a way for us to showcase our
product and product features before the user ever leaves the google search page
• Based on performance, results can change heavily depending on the types of keywords and images that are used
• From our initial tests, we saw up to a very significant lift in CTR when the extension is showing for product specific search queries
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.12
Successful
HP 2016 Holiday Success
Traffic Avg. CPC
+ %
RevenueImpressions
+ %
Black Friday and Cyber Monday Mobile Performance YoY
I’m here right?
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13
Omnichannel/In-Store Location ExtensionsWe Have an Interesting Road Ahead of UsThe affiliate location extension format allows us to drive visits to retail partners that sell our products and track the journey
Following a user’s search for an HP product, the Ad will display three sections:• The Headline and URL to the manufacturer’s website• Ad Text for the manufacturer’s product• The nearest retailer
After the click we can track • Who actually went to the store from our ad• Who purchased (with some retailer help)
Source: https://blogs.position2.com/affiliate-location-extensions-google-launches-new-service-adwords
https://www.youtube.com/watch?v=qqAz09YcN3E
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14
Best Practices for MobileUnderstand role of mobile in your purchase cycle
Use attribution to measure cross device conversionsAlign bidding strategy with the target audiences behavior Evaluate mobile specific ads & call/mobile only campaigns
Test the impact of mobile ad extensions and mobile betas
Use location to improve the mobile search experience
1.2.3.4.
5.6.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Questions?