Succeeding in Mobile SearchAlex Otrezov
2
Hotwire SEM
>75%
3
Hotwire SEM
>70%
External Mobile Influencers
4
Adoption
Faster
Cost of Mobile Service
Screen size
SERP
Mobile Ad Revenue
1st Party Data/Attribution
11
1st Party Data
Cross-device Tracking
Attribution
Product
15
mWeb
App
App
Targeting
19
Granularity
Geo bid modifier:Tourist areas,
airports, etc +10%
Device bid modifier:
Mobile +20%
User intent bidding:“Last minute hotels”
– $1.5“hotels near me” -
$1.75“hotels san
francisco” – $1.7“hotels” - $1
Day parting bid modifier: 4PM-
11PM+5%
Demographics bid modifier:
Male +10%Age 30-25 +5%
RLSA bid modifier:Billing page+20%
Assisted Conversion Bidding
DTA0-3 +30%
21
Hotwire SEM
LTV
22
Hotwire SEM
App vs mWeb