mobile search
DESCRIPTION
Presented at InnoTech Austin 2013. All rights reserved.TRANSCRIPT
MOBILE SEARCH
Vivian Chang, Search Marketing Manager
@vivian814
2 · CONFIDENTIAL
7.1MMapp downloads
500MM+site visits
in last 12 months
500K+coupons
$2.4Bfacilitated 2012
global merchant sales
170Ktwitter followers
2.6MMfacebook fans
11.6MM+newsletter and alert subscribers
60K+retailers and brands
As of June 30, 2013
3 · CONFIDENTIAL
How many times a day does the average person check their phones?
40 times
4 · CONFIDENTIAL
61%
25%
Smartphone owners performing searches daily
Online sales will be throughmobile commerce by 2017
Sources: Forrester, 2013; RetailMeNot, Inc. and The Omnibus Company, 2013; Google, 2013
› MOBILE IS CHANGING THE GAME
5 · CONFIDENTIAL
M O B I L E P O R T F O L I O
Mobile Web
5.6 MMVISITS
More than
20%of total site traffic
is mobile
AndroidiPhone
7.1 MMDOWNLOADS
Source: RetailMeNot 2013 Data
6 · CONFIDENTIAL
Search clicks from mobileby end of 201330%
Source: Rimm-Kaufmann Group Q3 Digital Marketing report
7 · CONFIDENTIAL
Clicks on mobile search ads incremental to organic88%
Source: Google, July 2013
8 · CONFIDENTIAL
›MANAGING MOBILE IN AN ENHANCED CAMPAIGN WORLD
9 · CONFIDENTIAL
› STRATEGY
Consideration Insights
What are users looking for? Analytics: top keywords, landing pages from mobile
What percent of impressions from mobile?
AdWords: segment by device
What is your competition doing?
Ad preview: what sites are bidding, ad and landing pages used
10 · CONFIDENTIAL
T H R E A D B Y R E TA I L M E N O T› EXPERIENCE
Leave if site is not mobile friendly40%
Source: Icebreaker Consulting
11 · CONFIDENTIAL
› MESSAGE
Tailor mobile-specific ad copy with Device Preference
– Speak to context (in-store, mobile banking)
– Call out device (Get coupons on your phone)
Utilize ad extensions
1. Location
2. Click to call
3. Mobile-only sitelinks
4. Drive mobile app downloads
Conversions* triggered by mobile search occur within 1 hour55%
Source: Google/Nielsen Life 360, March 2013; RetailMeNot Dataconversion* = store visit, purchase, call
12 · CONFIDENTIAL
› APP DOWNLOADS
iTunes/Google Play based on user device
APP EXTENSION CLICK TO DOWNLOAD ADAppears as sitelink Newly released ad type
8% higher CTR than other sitelinks
13 · CONFIDENTIAL
› TRACK
Append ValueTrack URL parameters
1. ifmobile parameter
– Returns value {ifmobile:[value]}, {ifnotmobile:[value]}
– Can be used for device-specific landing pages Keyword destination URL set to
{ifmobile:m.retailmenot.com} {ifnotmobile:www.retailmenot.com}
2. Device {device} parameter
– Inserts m [mobile], t [tablet], c [desktop/laptop]
14 · CONFIDENTIAL
› BID
Target position 1-2 above the fold Adjust Mobile Bid Multiplier to align mobile cost per click with
ROI/CPA targets Test Google Conversion Optimizer to adjust by operating system,
daypart, etc.
15 · CONFIDENTIAL
›MOBILE IS THE NEW REALITY FOR PAID SEARCH
Available each day
40 interactions