Mobile Marketing: What You Need to Know

2 Yahoo Confidential & Proprietary

Mark HanerYahoo Sales Manager

Why Mobile Matters

Mobile Ad Best Practices

Q&A

1

2

Agenda

3

Why Mobile Matters1

(Anecdote)

Mobile search has overtaken desktop search

0

20

40

60

80

100

120

2011 2012 2013 2014 2015 2016

Mobile Desktop

Bill

ions

Small businesses plan to spend more on digital marketing

16%

37%47% Yes

Maybe

No

Yahoo 2014 Confidential & Proprietary. 8

Mobile search is key to online marketing

50%

of digital search ad spending will occur on

mobile in 2015

of mobile searches trigger follow-up actions, such as

further research, a store visit, or a purchase**

73%

Mobile brings utility, convenience, and locality to search

Of mobile internet users use search from their mobile

device

9Billion

MinutesSpent a month, or more than an hour each, on search.

86%

Mobile search activity peaks at the weekend

and early evening

Mobile search is a daily habit

87%of smartphone owners

access the Internet daily

45%conduct 2+ mobile searches per day

96%use a search engine

at lease once per day

Mobile search has become an integral part of shopping for many consumers

Research products on their device weekly

83%

Research products daily

49%

Make a purchase on their mobile device weekly

24%

Mobile shopping searchers took several follow-up actions after searching

CONTINUEDRESEARCH66%

CONDUCTEDRELATED SEARCHES59%

SHAREDINFORMATION50%

VISITED ARETAILER WEBSITE79%

CHECKED PRICES ONLINE69%

FOUND DIRECTIONS TO A STORE28%

CALLED A BUSINESS18%DISCUSSED INFO RELATED TO SEARCH WITH SOMEONE ELSE

65%

Mobile search ads = Increased brand awareness & consideration

40%of people exposed to both search ads & organic were more likely to mention

a brand top of mind than those exposed to organic only.

46%say search ads can persuade them to consider new brands,

even when they had other brands in mind.

Mobile Ad Best Practices2

15 Yahoo Confidential & Proprietary

Mobile Ad Best Practices

2

Objective

Targeting

Costs

Ad Creative

Landing Page

Objective: The Search Sales Funnel

Awareness

Consideration and Engagement

Buying

Engagers

Shoppers

Targeting

Be strategic – don’t over do it and limit your reach.

People located in…

People searching for…

Targeting

1. Try campaigns without location targeting alongside campaigns with location targeting.

2. Test ad copy to reflect the location target.

3. Optimize top performing locations

People located in…Location

1. Add more keywords to appear more often.

2. Carefully review top performing keywords and consider their intent to help inform your targeting.

3. Optimize top performing keywords

4. Don’t limit your reach by being too specific. Go big and broad with your keywords.

People searching for…Keywords

1. Analyze your bidding strategy so that it’s set to hit your goal.

2. Set a competitive bid by monitoring your performance and using bid tools.

3. Use conversion tracking to know what happens after your ad gets clicked.

Budget StrategyBudget Strategy

There are only three main components that people see in an ad:

Title Description

Ad Creative

URL

1. Ask a question2. Solve a problem

1. Use Title Case2. Make use of character max3. Leverage targeting

Ad Text

Guidelines

Title

Description

1. Make sure it reads naturally2. Directly relate to your product or

service

1. Use sentence case2. Make use of character max3. Don’t look cheap (SAVE$!)

Ad Text

Guidelines

Description

1. Reflect your product or service2. Be mobile friendly3. Be user friendly

1. Have a page title and a product description

2. Make your call to action easy3. Show signs of trust

Tips

Guidelines

Landing Page

Ad Testing

1. Test various components and monitor the performance.

2. Refresh your ads on a weekly basis.

3. Create separate campaigns for seasonal of limited-time offers.

SEO & SEM Tips for the Small Business

• Leverage Professionals

• Do Your Homework

• Stay True to your Business

Q&A4

Thank you!