Post on 12-May-2015
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
1
MOBILE SEARCH BEHAVIOR: IMPLICATIONS FOR MARKETERS
Multiplatform Search Behavior, SMX West, March 9, 2011
Bryson MeunierAssociate Director, Content SolutionsResolution Media@brysonmeunier
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
2
We Deliver Digital SolutionsFor The World’s Top Brands
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
3
Get Out Your QR Code Readers!
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
4
Questions for Marketers
• Who is the mobile searcher and how does she act?
• Does the behavior differ from that of desktop searchers?
• Do I need to alter my marketing plan to account for this new behavior?
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
5
Agenda
• Brief History of Mobile Search• Research Highlights• New Insights into Mobile Search Behavior• Future Considerations• Best Practices for Marketers• Free Mobile Keyword List with Volume
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
6
Brief History of Mobile Search
WAP search
2001
Smartphone and Tablet Search
2005-present
Future:Augmented HumanityContextual Discovery
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
7
Research Highlights
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
8
Research Highlights
• Entertainment Top Category• Mobile users task-oriented• Information needs related to trivia
and location• Categories Similar Across Desktop
and Smartphone• Good Abandonment Rates in Mobile
Search
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
9
New Insights into Mobile Search Behavior
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
10
Brand Considerations
• Mobile searchers twice as likely to search for your brand name than when searching from the desktop.
• Navigational searches likely in mobile
Source: Covario data: http://searchengineland.com/the-mobile-web-is-finally-here-are-you-ready-39683
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
11
Top 25 Google Mobile Keywords
Source: Google Keyword Tool data for 34k mobile queries, March 2011
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
12
Engagement
• Higher mobile (smartphone) volume on weekends
• Many mobile searchers search when away from PC, not in lieu of searching on PC
Source: http://blog.efrontier.com/insights/2011/03/mobile-search-user-behavior-is-changing-rapidly-and-marketing-opportunities-abound-.htmlhttp://blog.performics.com/search/2010/12/was-2010-the-year-for-mobile-search.html
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
13
Engagement
• Organic CTR often much higher than desktop
• Brand-loyal CTR for relevant category more than 5x higher than desktop
• Brand-agnostic CTR almost 10x higher
Source: Google Webmaster Tools data
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
14
Organic Engagement with Smartphone Search Results
Smartphone CTR by positionDesktop click distribution
Source: http://www.prweb.com/releases/2010/06/prweb4184374.htm,Smartphone CTR per position for 26k keywords over 6 domains in different industries for 30 days
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
15
Higher Conversion Rates With Mobile Content
• Conversion rates are typically low when mobile searchers are given desktop content
• Providing mobile-formatted or mobile-specific content to mobile users can increase conversion rates by 75%
Source: http://www.findresolution.com/2009/02/whats-next-for-paid-search.htmlhttp://blogs.omniture.com/2010/04/01/do-mobile-optimized-experiences-improve-engagement-on-super-phones-and-tablets-like-the-ipad/
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
16
Voice Search
• Queries more local in nature and represent an immediate need
• Queries generally longer, between 5-6 words
• 7% of iPhone queries spoken vs 25% of Android queries
Source: http://internet2go.net/news/data-and-forecasts/google-voice-search-7-iphone-25-androidhttp://www.maryamgarrett.com/Interspeech_v4.pdf
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
17
Gesture Search
Source: http://research.google.com/pubs/pub36911.html
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
18
App Store Search
• App Keywords can differ dramatically from mobile search keywords
• Most people search by app function rather than app name
• People search for apps most at night and on weekends
Source: http://www.getjar.com/site/top-search-queries/ http://chomp.com/etc/chomp-charts/jan-2011
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
19
Smartphone Searcher Personas
Source: Mobile site audit based on client data including 2609 smartphone queries
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
20
Future Considerations
• Mobile Visual Search• Tablet vs Mobile vs
Desktop• Augmented
Humanity/Contextual Discovery
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
21
Best Practices for Marketers
• Build mobile user experiences with mobile keywords• Bid on brand terms for mobile search• Build out phonetic paid search campaigns for key terms for voice search• Understand how good abandonment affects your campaigns• Optimize images for Google Image Search• Optimize apps for app-specific queries• Encourage mobile user to bookmark site• Understand your mobile user with searcher personas based on data• Test and learn
An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL
22
THANK YOU!
Use QR code reader like Google Goggles for a copy of this presentation and full list of top Google mobile keywords