Date post: | 14-Apr-2017 |
Category: |
Marketing |
Upload: | local-search-association |
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Mobile search has overtaken desktop search
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Mobile Desktop
Bill
ions
Yahoo 2014 Confidential & Proprietary. 8
Mobile search is key to online marketing
50%
of digital search ad spending will occur on
mobile in 2015
of mobile searches trigger follow-up actions, such as
further research, a store visit, or a purchase**
73%
Mobile brings utility, convenience, and locality to search
Of mobile internet users use search from their mobile
device
9Billion
MinutesSpent a month, or more than an hour each, on search.
86%
Mobile search activity peaks at the weekend
and early evening
Mobile search is a daily habit
87%of smartphone owners
access the Internet daily
45%conduct 2+ mobile searches per day
96%use a search engine
at lease once per day
Mobile search has become an integral part of shopping for many consumers
Research products on their device weekly
83%
Research products daily
49%
Make a purchase on their mobile device weekly
24%
Mobile shopping searchers took several follow-up actions after searching
CONTINUEDRESEARCH66%
CONDUCTEDRELATED SEARCHES59%
SHAREDINFORMATION50%
VISITED ARETAILER WEBSITE79%
CHECKED PRICES ONLINE69%
FOUND DIRECTIONS TO A STORE28%
CALLED A BUSINESS18%DISCUSSED INFO RELATED TO SEARCH WITH SOMEONE ELSE
65%
Mobile search ads = Increased brand awareness & consideration
40%of people exposed to both search ads & organic were more likely to mention
a brand top of mind than those exposed to organic only.
46%say search ads can persuade them to consider new brands,
even when they had other brands in mind.
15 Yahoo Confidential & Proprietary
Mobile Ad Best Practices
2
Objective
Targeting
Costs
Ad Creative
Landing Page
Targeting
Be strategic – don’t over do it and limit your reach.
People located in…
People searching for…
Targeting
1. Try campaigns without location targeting alongside campaigns with location targeting.
2. Test ad copy to reflect the location target.
3. Optimize top performing locations
People located in…Location
1. Add more keywords to appear more often.
2. Carefully review top performing keywords and consider their intent to help inform your targeting.
3. Optimize top performing keywords
4. Don’t limit your reach by being too specific. Go big and broad with your keywords.
People searching for…Keywords
1. Analyze your bidding strategy so that it’s set to hit your goal.
2. Set a competitive bid by monitoring your performance and using bid tools.
3. Use conversion tracking to know what happens after your ad gets clicked.
Budget StrategyBudget Strategy
1. Ask a question2. Solve a problem
1. Use Title Case2. Make use of character max3. Leverage targeting
Ad Text
Guidelines
Title
Description
1. Make sure it reads naturally2. Directly relate to your product or
service
1. Use sentence case2. Make use of character max3. Don’t look cheap (SAVE$!)
Ad Text
Guidelines
Description
1. Reflect your product or service2. Be mobile friendly3. Be user friendly
1. Have a page title and a product description
2. Make your call to action easy3. Show signs of trust
Tips
Guidelines
Landing Page
Ad Testing
1. Test various components and monitor the performance.
2. Refresh your ads on a weekly basis.
3. Create separate campaigns for seasonal of limited-time offers.
SEO & SEM Tips for the Small Business
• Leverage Professionals
• Do Your Homework
• Stay True to your Business