An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL

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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

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We Deliver Digital SolutionsFor The World’s Top Brands

An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL

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Get Out Your QR Code Readers!

An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL

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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

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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

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Brief History of Mobile Search

WAP search

2001

Smartphone and Tablet Search

2005-present

Future:Augmented HumanityContextual Discovery

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Research Highlights

An Omnicom Media Group Company PROPRIETARY AND CONFIDENTIAL

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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

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New Insights into Mobile Search Behavior

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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

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Top 25 Google Mobile Keywords

Source: Google Keyword Tool data for 34k mobile queries, March 2011

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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

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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

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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

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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/

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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

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Gesture Search

Source: http://research.google.com/pubs/pub36911.html

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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

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Smartphone Searcher Personas

Source: Mobile site audit based on client data including 2609 smartphone queries

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Future Considerations

• Mobile Visual Search• Tablet vs Mobile vs

Desktop• Augmented

Humanity/Contextual Discovery

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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

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THANK YOU!

Use QR code reader like Google Goggles for a copy of this presentation and full list of top Google mobile keywords