Harness the full potential of mobile search
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Transcript of Harness the full potential of mobile search
© 2012 Net Media Planet 1
Harnessing the full potential of mobile searchSri Sharma, Managing DirectorJune 2012
© 2012 Net Media Planet 2
Introducing Net Media Planet
Run campaigns across over 70 markets and 30 languagesOver €100 million in client revenue annuallyPassionate about Search and Display
We drive sales from search and display for our clients on a paid on performance basis
@srisharma | @netmediaplanet
© 2012 Net Media Planet 3
Source: Gartner 2012
Mobile advertising in Western Europe will be 25% of global market by 2015
@srisharma | @netmediaplanet
© 2012 Net Media Planet 4
Source: Marin 2011 (full year)
Growth potential in mobile search
Chart to show share of search clicks by device and region
@srisharma | @netmediaplanet
© 2012 Net Media Planet 5
Mobile search performance varies by device
Source: Marin 2011 (full year)
Average cost per conversion by device (indexed)
@srisharma | @netmediaplanet
© 2012 Net Media Planet 6
The customer and the new dimension called Location
On the move At home On the high street
@srisharma | @netmediaplanet
© 2012 Net Media Planet 7
Simplicity Immediacy Context
Source: Forrester Research 2011
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© 2012 Net Media Planet 8
Approach to harnessing mobile search
Technical optimisatio
n
Creative Ideas
Continuous Testing
Customer
@srisharma | @netmediaplanet
© 2012 Net Media Planet 9
Improve ROI through targeting
@srisharma | @netmediaplanet
© 2012 Net Media Planet 10
55% of tablet sales take place in the home
Indexed
Hours
Sales on Tablet devices - by time of day
Source: Net Media Planet - Retail clients
@srisharma | @netmediaplanet
© 2012 Net Media Planet 11
Targeting specific networks only
Results:
ROI +15% higher
Mobile customer
specific ads increased
CTR +35%
Mobile click to sales x3
shorter than on
desktop
@srisharma | @netmediaplanet
© 2012 Net Media Planet 12
Device model targeting - too specific?
@srisharma | @netmediaplanet
© 2012 Net Media Planet 13
Consider...
Test splitting out your campaigns to be more targetedTarget only non Apple devices if the website is flash heavyThe higher the retail price of the device the higher the AOV generated tends to beTargeting only at peak times of day can drive up ROI
@srisharma | @netmediaplanet
© 2012 Net Media Planet 14
Encourage high-street shoppers to see your brand
@srisharma | @netmediaplanet
© 2012 Net Media Planet 15
Proximity bidding - key features
Specifically target mobile consumers close to storesPositional increase based on proximityAgree a percentage increase in bidRun multiple radius targets from one campaignStill in beta - not in Adwords interface yet
@srisharma | @netmediaplanet
© 2012 Net Media Planet 16
Results for a UK retailer across 250 stores
Results:
Mobile traffic
increased +76%
Mobile revenue
increased +17%Drove footfall instore
@srisharma | @netmediaplanet
© 2012 Net Media Planet 17
Consider…
Proximity bidding can be used protectively and competitivelyTo generate volume you need lots of locationsPeak times of year eg Christmas can provide volume opportunity
@srisharma | @netmediaplanet
© 2011 Net Media Planet
Drive in-store sales
@srisharma | @netmediaplanet
© 2011 Net Media Planet
Google Offers - key features
It’s an extension formatOffer extension replaces sitelinks currently (CTR risk)Can be set to redeem in-store or onlineCan choose barcode/discount code
@srisharma | @netmediaplanet
© 2012 Net Media Planet 20@srisharma | @netmediaplanet
© 2012 Net Media Planet 21@srisharma | @netmediaplanet
© 2012 Net Media Planet 22@srisharma | @netmediaplanet
© 2011 Net Media Planet @srisharma | @netmediaplanet
© 2012 Net Media Planet 24
Consider...
Offer affiliates trackable voucher to drive in-store salesGeo-target urban areas using Google Offers to encourage footfall in-storeTarget local search keywords (40% of searches are local)NFC payments eg Google Wallet will close the loop
@srisharma | @netmediaplanet
© 2011 Net Media Planet
Improve CTR and Conversion rate through the message
@srisharma | @netmediaplanet
© 2012 Net Media Planet 26
Key questions
What does the customer really want?What device is the customer using?Where is the customer likely to be?What time is it?
@srisharma | @netmediaplanet
© 2012 Net Media Planet 27@srisharma | @netmediaplanet
© 2011 Net Media Planet @srisharma | @netmediaplanet
© 2012 Net Media Planet 29
Consider...
Tapping into the true customer mindset is the key (do they want more than a deal?)Use time of day to test different messagingConsumers are more likely to click if they know they are being taken to a mobile siteBe inventive!
@srisharma | @netmediaplanet
© 2012 Net Media Planet 30
People on the go prefer to talk
@srisharma | @netmediaplanet
© 2012 Net Media Planet 31@srisharma | @netmediaplanet
© 2012 Net Media Planet 32
Google Click to Call and Call Extensions - Key features
Call ExtensionsWorks for desktop, mobile and tablet campaignsGoogle can provide Call forwarding number to track calls from PPC adsMobile ads may link to a website and phone number or only a phone number
Click to Call Works on mobile phones onlyLocation extensions are used to serve the phone number of the closest storeWhen a consumer clicks on the phone number in the ad it places a call to the store
@srisharma | @netmediaplanet
© 2012 Net Media Planet 33
UK retailer results
Results:
Leads increase 26x
Conversion rate up 220%
@srisharma | @netmediaplanet
© 2012 Net Media Planet 34
Consider...
Provide more click to call affiliate opportunitiesTest Call extensions and not sending customers to the mobile siteSplit test Call extensions vs sitelink extensionsTest click to call for certain times of day when customers will be out and about
@srisharma | @netmediaplanet
© 2012 Net Media Planet 35
IP TV and mobile will meet
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© 2012 Net Media Planet 36@srisharma | @netmediaplanet
© 2012 Net Media Planet 37
Higher quality insightsSEO
Social
PPCTV
Affiliate
@srisharma | @netmediaplanet
© 2011 Net Media Planet
Technical optimisation is vital on all devices
@srisharma | @netmediaplanet
© 2011 Net Media Planet
Structuring mobile campaigns
Split out campaigns by deviceTest splitting out campaigns to target people at home different to out and about (mobile network vs Wifi)Enable Extensions to maximise ‘real estate’Split keywords into more granular campaigns to maximise 2 mobile sitelinksTry Google Adgroup generator tool to build keywords and adgroups specific to mobile
39@srisharma | @netmediaplanet
© 2012 Net Media Planet 4040
http://adwords.google.co.uk/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS(must be logged in to use)
@srisharma | @netmediaplanet
© 2011 Net Media Planet
Keyword research and refinement
Datamine and exclude ‘store location’ keywords (40% searches are are local)Test new campaign level near exact keyword featureTest tools including:
Google keyword tool for mobiletools.seobook.com/spelling/keywords - typos generatorRapidkeyword.com - permutations and combinationsUbersuggest.com - taps into Google Suggests and other sourcesSocialmention.com - social monitoring for current keyword researchYoutube.com/keyword_tool - tap into video search keywords
41@srisharma | @netmediaplanet
© 2011 Net Media Planet
Adcopy refinement
Use Extensions to cover more ‘real estate’Refer to ‘visit our mobile site’ and m.yoursite.com to increase CTR Provide Immediacy on smart phones - Use Sitelinks to reduce user journey and Call to actions eg Buy Now, Call NowPreview ads on a phone/tablet as preview tool doesn’t show format
42@srisharma | @netmediaplanet
© 2011 Net Media Planet
Bid Management
43
Google Automated Rules
@srisharma | @netmediaplanet
© 2012 Net Media Planet 44
Positional strategy needs to be different by device
CTR CTR
Average position Average position
@srisharma | @netmediaplanet
© 2012 Net Media Planet 45
Top 3 Takeaways
Put the customer at the centre
Put in place great technical optimisation
The winners will be those who invest in being creative and test
@srisharma | @netmediaplanet
© 2011 Net Media Planet
Thank youDo you have any questions?Twitter: @netmediaplanet @srisharma
Insights and Ideas:http://
www.netmediaplanet.com/blog