Mobile Search: Techniques and Tactics for Marketers

Transcription

1 Mobile Search: Techniques and Tactics for Marketers Follow along using #mobileppc Eli Goodman & Mike Solomon *Note: A copy of this presentation will be sent to all attendees within 2-3 business days

2 Our Presenters Eli Goodman Search Evangelist comscore, Inc. Mike Solomon VP Marketing Strategy The Search Agency 2

3 comscore Customer Knowledge Platform: A granular 360 view of the multitude of online activities for 2 million global users Designed to be representative of the total online population. 3 TRUSTe certified for information privacy & security.

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5 Agenda State of Mobile Carrier, OEM, Platform Share ipad & Tablet Loyalty Mobile Search Size Frequency Demographics Mobile Strategy Campaign Setup Optimization What can I do Monday morning? 5

6 43.9% of US Mobile Phone Owners Browse the Mobile Internet, Use Applications or Download Content (Mobile Media Users) The number of people who are just using voice has declined 16% year on year. Mobile Media usage has grown 20% year on year with February 2011 seeing 16.8 million additional mobile media users Mobile Market Segments February 2010 Mobile Market Segments February 2011 Mobile Media 36.7% Mobile Media 43.9% Voice & SMS Only 63.3% 85.7 million Voice & SMS Only 56.1% million 6 Product: MobiLens

7 Carrier Market Share: United States February 2011 In the US, Verizon and AT&T control over half of the mobile phone carrier market. Operator Share (US) MetroPCS 3% Sprint Prepaid 4% Tracfone 6% US Cellular 2% Other 2% Cricket 2% Verizon 31% T-Mobile 10% Sprint 12% AT&T (Cingular) 27% 7 Source: comscore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011

8 Devices Market Share: United States February 2011 In the US, Samsung and LG maintain nearly equal shares of the device market, accounting for nearly half of the total as a group OEM Share (US) Sony Ericsson 1% Sanyo 2% Kyocera 2% Nokia 6% Palm 1% Apple 7% Samsung 25% RIM 9% Other 9% LG 21% Motorola 16% 8 Source: comscore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011

9 Smartphone Platform Market Share: US In the US, Google is the leading Smartphone Platform in the three months ending February 2011, followed by RIM and Apple. Smartphones make up 30% of the US Mobile Phone Market Smartphone Market Share Non- Smartphone 70% Smartphone 30% Subscribers (MM) Google: 22.9 MM RIM: 20.1 MM Apple : 17.5 MM Microsoft: 5.4 MM Palm: 1.9 MM Symbian: 1.6 MM Microsoft 8% Apple 25% Palm 3% Symbian 2% Google 33% Subscribers (MM) Smartphones: 69.5 MM Non-Smartphones: MM Mobile Subscribers: MM RIM 29% 9 Source: comscore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011.

10 Tablet Ownership 27% of ipad owners are brand loyal Apple iphone owners and 14% of ipad owners use an Android Phone % of Mobile Audience Tablet Ownership 100% 80% 60% 7.8MM 1.1MM 1% 2% 3% 6% 17% 16% 14% 26% 27% 4% Apple ios vs. Android OS Across Media Devices Total Subscribers Total Installed Base (000) Share (%) of Mobile Subscribers 234, % 40% Apple ios 37, % 20% 36% 47% Android OS 23, % 0% Apple ipad Android Tablet (Archos Internet Tablet & Samsung Galaxy Tab) Not Smartphone Apple Google RIM Microsoft Palm 10 Data: Three Month ending Feb 2011 Source: comscore Mobilens US

11 % Group REACH - Facebook and Google Search Lead US Market on Both Mobile and PC Facebook is the leader in brand market share on mobile with 52% reach Google Search is largest desktop brand and second on mobile 37% reach 80% 70% 60% 50% 40% 30% 20% 10% 0% 74% 73% 37% 52% Brand Market Share - Desktop vs. Mobile 50% 44% 37% 36% 30% 27% 29% 25% 24% 22% 21% 21% 19% 17% 17% 12% 11% 14% 10% 10% Desktop PC Browsers Browsers Mobile Browsers 11 Product: MobiLens / Media Metrix Data: February 2011 Country: US

12 Search is Consistently Top Activity Among Mobile Browsing Audience 48% of Mobile Browsers search * In comparison, 89% of Desktop Internet browsers search. Top Genres for Mobile Browsing General Reference Movie Information Stock Quotes or Financial News Tech News Maps Photo or Video Sharing Work Entertainment News Sports Information IM News Weather Social Networking Personal Search 17.2% 20.1% 20.4% 21.0% 21.6% 23.1% 24.1% 28.2% 29.5% 30.0% 36.1% 37.1% 42.0% 46.5% 47.8% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% * Not taking App only users into account 12 Product: MobiLens Data: Three month average ending Feb 2011

13 Feb '10 Mar '10 Apr '10 May '10 Jun '10 Jul '10 Aug '10 Sep '10 Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Number of Mobile Search Users Continues to Grow Steadily (000) Up 37% Year over Year ~ 53MM Used Search Source: comscore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011

14 Mobile Audience Mobile Search Users Continues to Grow Steadily Frequency (000) Both Daily and Weekly users outdistancing overall growth 25,000 20,000 Weekly up 40% 15,000 10,000 Daily up 56% 5,000 0 Almost every day At least once each week Once to three times throughout the month 14 Source: comscore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011

15 Mobile Searcher Demographics Skews 300 Index against Total Mobile Search Population Average Likelihood Source: comscore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011

16 The Time is Now for Mobile Mobile CPCs are 30% less than desktop Mobile CTR is roughly 5x higher than desktop Source: TSA data on file; 13 accounts from Nov Feb

17 Agenda State of Mobile Carrier, OEM, Platform Share ipad & Tablet Loyalty Mobile Search Size Frequency Demographics Mobile Strategy Campaign Setup Optimization What can I do Monday morning? 17

18 Mobile Strategy Start with your end goal Sales Leads Site visits YouTube views App downloads Foot traffic Identify your mobile assets Mobile website Mobile landing pages Call center (yes, this is a mobile asset) 18

19 Mobile Strategy: Assess Your Mobile Footprint How much do I already spend on mobile? By default, Google and Bing run new campaigns on mobile devices. AdWords interface shows what portion of clicks and conversions come from mobile devices. If 10% or more of a campaign s clicks come from mobile devices, consider targeting separately. 19

20 Campaign Setup: Mobile Targeting Google allows targeting by specific devices, operating systems, and carriers. Menu located within campaign settings tab. Further tablet targeting expected later this year. 20

21 Campaign Setup: Targeting Mobile Users Targeting Smartphones Generally, target all devices together unless: Pointing click-to-download ads to an app store Website or app tailored to a device Landing page uses Flash Targeting Tablets Tablet devices display full search-engine results pages; pairing these with desktop PCs is a good place to start. AdWords can target ipads; other tablets to come in June. As tablet adoption broadens, it will make sense to create tablet-only campaigns in your account. 21

22 Campaign Setup: Selecting Keywords Mobile searches differ from desktop searches Real-time and task driven Local and geo-modified Shorter keyword strings Hyperlocal results. Phone numbers and targeted map listings spur searcher to action. Combination of broad and local targeting. Wide number of map listings encourages further research. 22

23 Campaign Setup: Selecting Keywords Best resources for mobile-search keyword selection Existing account: High-performing keywords Mobile modifiers: Test geomodifiers, as appropriate Google mobile keyword selection tool Open advanced settings and filter for mobile traffic 23

24 Optimization: Ad Copy Target your call to action to mobile searchers Shorter attention span get to the point! Time-sensitive question provide the answer! Test various ad extensions Ad Sitelinks provide links to more specific pages on your site. Opt your AdWords campaign into phone extensions to display a clickable phone number Location extensions promote your business location on a map. If you don t have a mobile website, use click-to-callonly ads, where only phone number is clickable. 24

25 Optimization: Landing Pages Choose landing page based on your conversion goal Conversion-Path Options Click to call Click to mobile landing page Click to download (itunes or Android app stores) Click to video (e.g., YouTube) Click to map Click to interstitial (custom experience) Click to lead form 15-second rule: Can the user complete the action in 15 seconds? 25

26 Optimization: Collecting and Measuring Data Know your end goal Track data across all channels Optimize to conversions Mobile Marketing is Integrated Marketing Online Conversions Offline Conversions Mobile Conversions 26

27 Optimization: Collecting and Measuring Data Data types Online Data Clicks resulting in calls Clicks resulting in online conversions Online coupons Page views and site interaction Offline Data Phone calls In-store sales Mobile-specific coupons Consumers visiting store App downloads Map views 27

28 Optimization: Bid Management Compare CPC on mobile vs. desktop If you re managing mobile and desktop ads in the same campaign, you re likely under- or over-bidding for both. Launch new mobile keywords with aggressive bids Establish strong quality score Secure top two positions Mobile screens are small. Top 2 ads show above organic results Bid aggressively on general keywords Mobile searches still tend to be short (although they re lengthening with voice search) 28

29 What Can I Do Monday Morning? Improve your ROI from mobile search Monday Morning Checklist Mobile opportunity analysis Account structure Campaign settings Keyword selection Ad copy Landing pages Bid management What percentage of my search traffic is mobile? Create mobile-specific campaigns. Target by mobile device. Separate ipad traffic, if warranted. Start with existing desktop-targeted keyword list. Create a call to action that resonates with mobile users. Start with click-to-call-only ads if you don t have mobile assets. Define conversion metrics and CPA goal. 29

30 Thank you! Eli Mike Solomon 30