Mobile Volume and Value By Andy Taylor

#SMX #31D @PronouncedAhndy

Mobile Paid Search by the Numbers

Mobile Volume and Value


MOBILE’S CHANGING - GET EXCITED


VOLUME


Mobile Traffic Share

Phone Click Share Headed Up

Source: Merkle|RKG Digital Marketing Report, Q2 2015


Google Showing 3 Text Ads on Phones

60%

80%

100%

120%

140%

160%

180%

Google Non-‐Brand Text Ad Impressions

Phone Tablet Desktop


Google Showing 3 Text Ads on Phones

90%

95%

100%

105%

110%

115%

Google Non-‐Brand Text Ad Average PosiFon



Very Different Story from Desktop

Source: Merkle|RKG Digital Marketing Report, Q1 & Q2 2015


Clicks Increasing Faster than Impressions

60%

80%

100%

120%

140%

160%

180%

200%

220%

Google Non-‐Brand Text Ad Clicks



Brand Text Ad Impressions on Phones Up Too…

80%

90%

100%

110%

120%

130%

140%

Google Brand Text Ad Impressions



No Movement in Brand Average Position

80%

85%

90%

95%

100%

105%

110%

115%

120%

Google Brand Text Ad Average PosiFon



More Text Ads Not Hurting Phone PLAs…

60%

80%

100%

120%

140%

160%

180%

Google Product LisFng Ad Impressions



Mobile PLAs Getting Bigger (Literally) Before Now


PLA Share of Paid Search by Device

Non-Brand PLA Click Share

75% on Mobile

49% on Desktop

49% on Tablet



VALUE


Chill Slide


VALUE


Phone RPC Relative to Desktop Headed Up

•  Better websites from advertisers

•  Mobile-friendly update forced upgrades

•  Consumers becoming more comfortable with mobile devices



Multi-Device Ownership Growing

Source: “Digital Democracy Survey” 2014 Deloitte Development LLC

Directly measured revenue per click no longer sufficient for measuring paid search value…


Cross-Device Impact Growing



Measuring Offline Impact

Estimated Store Visits •  Users tracked by GPS to store locations •  Tracked visits extrapolated by Google to estimate total number of store visitors with a paid

search click

In-Store Conversion Tracking •  Users tracked from online click to in-store purchase with the help of third party partners •  Tracked purchases are not extrapolated, with reps providing match rates for each advertiser


Offline Conversion Tracking

16%

19%

12%

10%

11%

12%

13%

14%

15%

16%

17%

18%

19%

20%

Overall Brand Non-Brand

Lift in Google PPC Orders from Including Tracked Offline Conversions* 2014 Holiday Season - Brick and Mortar Retailers

* Offline transactions not extrapolated to account for untracked purchases


Offline Impact Greater on Phones

19%

32%

9%

0%

5%

10%

15%

20%

25%

30%

35%

Desktop Phone Tablet

Overall Lift in Google PPC Orders from Including Tracked Offline Conversions* 2014 Holiday Shopping Season - Apparel Retailer




Lift from Offline Orders Lower During Holiday

Shopping Season

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Overall Lift in Paid Search Orders from Tracked Offline Conversions* Apparel Retailer




Lift from Offline Orders Lower During Holiday

Shopping Season



Lift Gets Bigger in Days Just Before Christmas as a

Result of Shipping Deadlines

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Overall Lift in Paid Search Orders from Tracked Offline Conversions* Apparel Retailer



OTHER MOBILE HAPPENINGS


Google Buy Button, er…Purchases on Google

Potential to Provide Mobile Shoppers

with a Streamlined Purchasing Method

Across Retailers

Scale is Vital to Making it

Valuable


Google Local Pack Update


Google Local Pack Update

34%

116%

50%

0%

20%

40%

60%

80%

100%

120%

140%

Desktop Phone Tablet

Q2 Y/Y Google Brand Text Ad CPC Increases

Brand Ads Give Advertisers Control of Messaging for Phone Searches on Their Brand Names

BUT


MOBILE OUTLOOK


Mobile Outlook

Mobile Paid Search Volume

Mobile Paid Search Value


Mobile Outlook Mobile Organic Visit Growth Likely to Slow


THANK YOU!

SEE YOU @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016

Mobile Volume and Value By Andy Taylor

Mobile

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