Reinventing Your Search Strategy for a Mobile World

Eric HolmenPresident, Invoca

Tad MillerVP Accounts, Marketing Mojo

Hands on tactics to rethink your paid search strategy and win at mobile

Panelists:

Jessica SnavelyDigital Marketing Manager, Sungard AS

Today’s Agenda

Call with basic information request

1. Speaker Introductions

2. The State of Mobile Search Marketing

3. Panelist Q&Aa) Mobile Search 101b) Paid Search 3.0c) The Challenge of Attribution & Analytics

4. Where to go from here?Tweet your questions and comments to @Invoca #mobileSEM

Meet the Panelists

• 20+ years experience in SaaS Digital Marketing

• Former SVP of Marketing & Sales at Silverpop, President & CMO at SmartReply

• Multiple patent holder for marketing processes and innovations

Eric HolmenPresident, Invoca

@Invoca #mobileSEM

Meet the Panelists

• Vice President of Accounts of Marketing Mojo. A Digital Marketing Agency – Headquartered in Charlottesville, VA

• Managed PPC/SEO for Mazda USA, Toyota Certified Used Vehicles, Taco Bell, Wildfire Interactive, Activision-Call of Duty, LexisNexis

• Managed about $50 Million of online advertising

Tad MillerVP Accounts, Marketing

Mojo

@Invoca #mobileSEM

Meet the Panelists

Jessica SnavelyDigital Marketing

Manager, Sungard AS

• 10+ years in digital marketing

• Former Digital Marketing Manager: SEO and PPC at Red Ventures, managed dozens of accounts with high-value SEO domains and multi-million dollar PPC budgets

• Started career in digital marketing by founding and managing online book store, driving 6 figure revenues

@Invoca #mobileSEM

The State of Mobile Search Marketing

Mobile Search is growing. Fast.

Mobile search ad spend grew over 120% in 2013.

It’s estimated to grow another 82% in 2014,

and outpace desktop search by

20152011 2012 2013 2014 2015 2016

0

20

40

60

80

100

120

Mobile Search Leads to Inbound Call Growth.

Billi

ons

of c

alls

(US

only

)

@Invoca #mobileSEM

70% of mobile searchers have used the call button to connect with businesses from the search results page.

Google // Nielson // Microsoft // Forrester // BIA/Kelsey // US Contact Center

It’s changing how users interact with search results.

67% of consumers start shopping on one device and continue on another.

61% of mobile searchers say the call is the most important step in the purchase process.

@Invoca #mobileSEM

Search campaigns drive online conversions (clicks) and offline conversions (calls).

@Invoca #mobileSEM

73 billion calls will be driven by mobile search in 2018.

Source: BIA Kelsey, “Phone Calls: The New Currency of the Smartphone Era”@Invoca #mobileSEM

But Conversion Techniques Built for Desktops Don’t Work on Mobile

Source: Monetate eCommerce Quarterly Report

Smartphones convert at just

of the rate of traditional desktop

or tablet devices.

25 - 33%

Mobile Search Today:

The Essentials

How is mobile search different from desktop, from a tactical

point of view?

Mobile Search Today: The Essentials

@Invoca #mobileSEM

What are key considerations for mobile strategy?

Mobile Search Today: The Essentials

@Invoca #mobileSEM

What are some of the most disruptive factors affecting mobile search today?

Mobile Search Today: The Essentials

@Invoca #mobileSEM

Paid Search 3.0

What are the biggest opportunities for growth with

mobile search?

Paid Search 3.0

@Invoca #mobileSEM

Remarketing – where and how much should you be investing?

Paid Search 3.0

@Invoca #mobileSEM

The Challenge of Attribution &

Analytics

What are the most important KPIs for mobile search?

The Challenge of Attribution & Analytics

@Invoca #mobileSEM

What are the biggest attribution and analytics challenges for

search marketers today?

The Challenge of Attribution & Analytics

@Invoca #mobileSEM

How do you track of offline conversions?

The Challenge of Attribution & Analytics

@Invoca #mobileSEM

Call with basic information request

Get a demo:http://go.invoca.com/demo

marketing@invoca.com877-869-2944