Mobile Search Trends

October 1st, 2013

John Busby, SVP Marchex Institute

@johnmbusby @marchex #smx #11c

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You May Have Heard Of These Guys

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Can You Believe This?!

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3 Million Americans Work in Call Centers

Workers atStarbucks

Workers atCall Centers

149K

3M

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In 2016, Mobile Search Will Produce 70 Billion Consumer to Business Phone Calls

Source: BIA/Kelsey (2012)

2010 2011 2012 2013 2014 2015 20160

10000

20000

30000

40000

50000

60000

70000

Calls generated from desk-top search

Calls from mobile search

Internet Call Volumes by Channel

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55%

“Online to Offline” is Massive, & Way Bigger Than E-Commerce

Source: Forrester Research

2011 2012 2013 2014 2015 2016

Online-to-Offline

Pure Offline

Pure Online

of shoppers use smartphones to find stores 40%

of retail sales are ‘research online, buy offline’ ($1T)

50% Growth

<10% Growth

327

1,812

1,660

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6 Things You Need To Know About Phone Calls

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1. Why Consumers Call Travel Companies

Source: Marchex Data 2013 @johnmbusby @marchex #smx #11c

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You Should Be A Call Advertiser If…

You take appointments or reservations

You address urgent needs

You have a physical location

You sell something expensive

You sell a complex product

Your product has multiple choices

On the desktop, your prospective customers fill out forms

Your customers want to know your hours or if products are in stock.

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2. Mobile: Calls vs. Forms

Source: Marchex Data 2013

Calls: 10 Forms: 1

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3. There are Four Types of Calls From Search Ads

Source: Marchex Data 2013

26%

2%

30%

42% Sales CallsRobocalls & SpamMisdialsCustomer Service

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4. Measuring The 4 Types of Phone Calls From Search

Source: Marchex Data 2013

Step 1: Order Tracking Numbers

We supply local and toll free tracking numbers that ring seamlessly into your or your client’s business.

Step 2: Embed Tracking Numbers Campaign Assets

Any ad/creative/channel

Phone numbers are dynamically presented on sites or landing pages based on the source of the traffic

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Track Calls Across Ad Campaigns, devices and Media

Measure Results to improve performance

4. Measuring The 4 Types of Phone Calls From Search

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Dynamic Tracking: How It works

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5. Enhanced Campaigns: What You Need to Know About Balancing Mobile & Desktop

Challenges One keyword list across both

mobile and desktop means ONE budget for both

Advertisers will need to locate the trigger points for budget allocation if device targeting is a strong requirement for success

Google Enhancements Google decides budget allocation

One account for all device types

Day-parting, proximity and device type messaging promises to help advertisers target the right consumer at the right time

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6. How to Measure (Advanced)

Source: Marchex Data 2013 @johnmbusby @marchex #smx #11c

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Marchex is a Mobile Advertising & Technology Company

=

Patents Granted and Pending

21Customerscale

+100K +$130MAnnual Call Revenue

100MsAnnual Call Scale

Total People / Engineering

400 / 50%

CALLS