How to Measure The True Impact of Mobile

SMX East 2014

Changing Behavior •  Customers are shopping in store and online using a variety of

devices throughout the buying process •  90% of consumers use more than one device before they

make a purchase1

•  40% of people who started shopping on their mobile device end up converting on a desktop computer2

•  Mobile traffic and ad spend are increasing dramatically •  Within the next two years, mobile devices will account for

50% of Internet traffic3

•  Retailers must keep up and deliver a consistent ad experience across devices

Sources: 1.  IPSOS/Google study 2.  ComScore/eBay study 3.  Millenia Media #SMX @Adlucent

Attribution Problem •  Mobile will account for over 40% of shopping traffic this

holiday season, yet only 20% of sales are expected to happen on mobile devices1

Retailers must be able to correctly attribute sales to mobile ads to optimize them more effectively

Sources: 1.  IBM

“You can’t hit what you can’t see”

#SMX @Adlucent

Measuring the True Impact of Mobile

SMX East 2014

Measuring Mobile 1.  Use geo-targeting to test mobile lift across devices

•  Split your market into geographic areas of roughly equivalent population and demographics

•  Compare performance to determine mobile effect: •  Test group targeting Mobile, Computer, and Tablet devices •  Control group targeting only Computer and Tablet

#SMX @Adlucent

Measuring Mobile 2.  Use Google’s Estimated Cross Device Conversions metric

•  This data is derived from the behavior of customers logged in to Google on multiple devices and extrapolated across all traffic

Sources: 1.  Adlucent study

Incremental Mobile Conversions Brand Keywords +36.5% Non-Brand Keywords +23.7% Product Ads +30.2%

•  An analysis of sixteen retail partners yielded the following lift in orders influenced by mobile1

#SMX @Adlucent

Measuring Mobile 3.  Expand the definition of success when calculating the

overall impact of mobile advertising •  In-store visits: RadioShack found that 40 – 60% of people

who used the store locator function on a mobile device visited a brick-and-mortar location1

•  Micro-conversions: assign a value to events that are likely to influence sales in the future, such as user registration, email subscriptions, or catalog signups

Sources: 1.  RadioShack/Google

#SMX @Adlucent

Measuring Mobile 3.  Expand the definition of success when calculating the

overall impact of mobile advertising •  Link offline sales: use a data onboarding partner to assess

the impact of mobile advertising on offline sales

#SMX @Adlucent

Mobile Ad Optimization

SMX East 2014

Optimizing Mobile Ads •  Use mobile-preferred ads with content tailored for mobile

•  For example, highlight an easy mobile checkout process in Description Line 2

One leading Sporting Goods retailer saw a 443% increase in CTR with mobile-preferred ad text highlighting mobile-friendly purchasing

#SMX @Adlucent

Optimizing Mobile Ads •  Description Line 1 should be written as a standalone

sentence with proper punctuation, which may prompt Google to add it to the headline

#SMX @Adlucent

Optimizing Mobile Ads •  Use mobile-friendly ad extensions to drive traffic to other

conversion channels (call center and offline) •  Call extensions can increase ad CTR by 6-8%1

•  Ads with location extensions average 10% higher CTR1

Sources: 1.  Google

Call Extension Location Extension

#SMX @Adlucent

Optimizing Mobile Ads •  Starting October 15, ad extensions may show instead of

the Description Line 2 ad copy •  This change makes extensions all the more important •  Ensure that critical info is in Description Line 1

Current Future

#SMX @Adlucent

Optimizing Mobile Ads •  Rotate ad extensions and formats to determine the best-

performing variations •  Some ad types may perform

better on different keyword portfolios, so test constantly:

•  Sitelinks •  Location extensions •  Call extensions •  Callout extensions •  Seller rating extensions

#SMX @Adlucent

Optimizing Mobile Ads •  Use Local Inventory Ads (LIAs) to advertise products in-

stock at a brick-and-mortar location near the customer

An Adlucent client participating in the Google Store Visits beta saw a 6.8% visit rate from LIAs, resulting in thousands of in-store customer visits in a recent month

#SMX @Adlucent

Optimizing Mobile Ads •  Test different mobile landing pages to optimize RPC

Mobile-specific landing page test produced 5.1% increase in RPC when users were shown links to multiple product categories

Control Test

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Creating, Testing & Optimizing Paid Search Ads

SMX East 2014