TRENDS

IN

MOBILE

SEARCH

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Brent Buntin

Inadco

@Inadco

#SMX #11C

October 1, 2013

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© 2013 Inadco, Inc. All rights reserved.

• We optimize the conversion funnel

• More efficient user experience

• Advertisers love our “Form Ads”

• Solved tough technical problems

• Lots of brand advertisers

Inadco Snapshot

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© 2013 Inadco, Inc. All rights reserved. 3

Search Results Page

© 2013 Inadco, Inc. All rights reserved.

Typical Desktop Landing Page

Step #1

Step #2

Step #3

Step #4

Step #5

Step #6

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© 2013 Inadco, Inc. All rights reserved.

Why This Doesn’t Work For Mobile

• Hard to consume that much content

• Link out experience not great In-App

• Too many fields to fill out

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© 2013 Inadco, Inc. All rights reserved.

Not Registering Yet

Only 10 percent of websites are fully

optimized for mobile access

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Source: Mongoose Metrics Data Series 2012

© 2013 Inadco, Inc. All rights reserved.

Not Registering Yet

Only 6 percent of the top 100

Fortune 500 company’s websites comply

with Google’s mobile requirements

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Source: Pure Oxygen Labs 2013

© 2013 Inadco, Inc. All rights reserved.

Impact On Conversion Rates

Source: Monetate Ecommerce Quarterly Report 2013

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© 2013 Inadco, Inc. All rights reserved.

Tablet Better Than Smartphone

Source: Monetate Ecommerce Quarterly Report 2013

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© 2013 Inadco, Inc. All rights reserved.

Keys To Success In Mobile

• Fast load time (25 KB or less)

• CTA must be clear and above the fold

• Make clickable links touch friendly

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© 2013 Inadco, Inc. All rights reserved.

Example #1 – User-Friendly Search Ad

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© 2013 Inadco, Inc. All rights reserved.

Example #1 – User-Friendly Search Ad

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© 2013 Inadco, Inc. All rights reserved.

Example #2 – User-Friendly Display Ad

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© 2013 Inadco, Inc. All rights reserved.

Example #3 – Add Click To Call Option

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© 2013 Inadco, Inc. All rights reserved.

Example #4 – Twitter Cards

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© 2013 Inadco, Inc. All rights reserved.

Some Inadco Search Data

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Source: Inadco internal data for campaigns run 1H ‘13

Marketer Goal Result

Auto Insurance $500 $190

Dating $10 $7

Online University $1500 $297

© 2013 Inadco, Inc. All rights reserved.

Takeaway #1

Marketers must define their mobile

goals & objectives and turn them

into specific tasks for the user

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© 2013 Inadco, Inc. All rights reserved.

Takeaway #2

If you can’t build a mobile-optimized

landing page, then partner with

someone who can do it for you

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© 2013 Inadco, Inc. All rights reserved.

Takeaway #3

Make sure you are creating value

for the end-user and everything

will work out just fine

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© 2013 Inadco, Inc. All rights reserved.

Contact Info

Brent Buntin

917-902-5274

bbuntin@inadco.com

@Inadco

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© 2013 Inadco, Inc. All rights reserved.

Thank you!

October 2013

the new value ad

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