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HEADPRESENTERDATE

SMARTER SEARCHSTRATEGIES FOR 2015HOLIDAY SHOPPERS

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AGENDA

• Mobile moments: stats• Planning for 2015 holiday search• Context in a mobile-connected world• Best practices• Q&A

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THE RISE OF THE SMARTPHONE

71% of Americans own a

smartphoneSource: Nielsen

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THE RISE OF THE SMARTPHONE

Mobile Ad Spend0

50

100

150

200

$64 Billion

$158 Billion

20142018

Source: eMarketer

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YoY MEDIA SPEND GROWTH BY DEVICE

Q4 2014 Q1 2015 Q2 20150

50

100

11%

25%

11%

78% 81%

71%

DesktopPhoneTablet

22%

39%37%

Source: IgnitionOne Digital Marketing Report Q4 2014, Q1 2015, Q2 2015

P r o p r i e t a r y & C o n fi d e n t i a l

It’s not a question of WHEN to adopt a mobile strategy, but HOW to do it

effectively.

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LET’S START WITH THE

CUSTOMER JOURNEY…

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•Know your budget

•Set your targets

•Use historical data

•Setup success criteria

CLEARLY DEFINE YOUR HOLIDAY GOALS

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Be prepared to reroute strategy

based on changes in the marketplace

UNDERSTAND WHAT WORKS EARLY

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THANKSGIVING WEEKEND 2014

Im-pres-sions

Clicks Spend-10

0

10

20

30

40

50

60

70

80

90

100

ThanksgivingBlack FridaySaturdaySundayCyber Monday

Source: IgnitionOne, Mid Q4 2014 Digital Marketing Report

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US SEARCH METRICS YoY GROWTH BY DAYTHANKSGIVING WEEEKND 2014

Black Friday Cyber MondayImpressions 4% 4%Clicks 37% 26%Spend 77% 36%CTR 31% 21%CPC 29% 8%eCPM 70% 30%

Source: IgnitionOne, Mid Q4 2014 Digital Marketing Report

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USING INTRADAY DATA• Intraday data becomes

very important during periods of peak competition (Black Friday, Cyber Monday)

• Allows a marketer to get a much quicker read on marketplace conditions and react accordingly.

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MARGIN OPTIMIZATION

What’s your target? Is all revenue alike, or are you really looking to maximize gross margin?

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DEVICE CONTROL

Take control where the engine lets you

• As the proportion of Mobile and tablet traffic grows, it becomes more and more important to have control over that traffic

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CONTEXT MATTERSDesktop

Mobile

Marketers need to understand that device users have different objectives than desktop users

Desktop users:• Users conduct heavy research online before pulling

purchase trigger• Users typically have more time to browse • Online experience and larger screen make purchasing

easy and painless

Mobile users:• On the go• Users seek information in quick, easily digestible

bites • Users are less patient and more task-driven because

of small screen• Users drive in-store visits and store calls

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PAY ATTENTION TO:

1 LOCATION: The dynamics of where a search takes place and how near or far it is to other locations

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PAY ATTENTION TO:

1INTENT: Use data to learn how customers are searching and what they are searching for, and use this information to deliver the right message

2LOCATION: The dynamics of where a search takes place and how near or far it is to other locations

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PAY ATTENTION TO:

DEVICE: The realities of the consumer’s physical search experience including screen size, device type, carrier

1INTENT: Use data to learn how customers are searching and what they are searching for, and use this information to deliver the right message

2

3

LOCATION: The dynamics of where a search takes place and how near or far it is to other locations

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LET’S COMPARE

Desktop MobileBrand Name Car InsuranceGet Started Today With A Free QuoteYou Could Save +$500!www.brandname.com/CarInsurance

Brand Name Car InsuranceFree Quote On Your Phone You Could Save +$500!www.brandname.com/CarInsurance

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LET’S COMPARE

Desktop MobileBrand Name Car InsuranceGet Started Today With A Free QuoteYou Could Save +$500!www.brandname.com/CarInsurance

Brand Name Car InsuranceFree Quote On Your Phone You Could Save +$500!www.brandname.com/CarInsurance

Mobile-Friendly

Call Extension

Value Prop

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MARKETABLE MOMENTS ARE…• Happen at any time across

any channel• Consumers are constantly

connected, transitioning between physical and digital worlds

• Marketers: New opportunities to connect, but new challenges in connecting

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4 MOBILE MOMENTSI-Want-To-Know Moments I-Want-To-Go Moments

I-Want-To-Do Moments I-Want-To-Buy Moments

Source: Google

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Marketable Moments Require Relevant

Creative

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I-WANT-TO-KNOW…How to Speak French

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I-WANT-TO-KNOW…How to Speak French

Learn To Speak FrenchTry Our Free Demo Now & SpeakFrench In Minutes. 30-Day Guarantee.www.companyname.com/french

Learn To Speak FrenchDownload Your 1st Lesson Free!Listen Instantly on Your Phone.www.companyname.com/french

Desktop Mobile

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I-WANT-TO-KNOW…How to Speak French

Learn To Speak FrenchTry Our Free Demo Now & SpeakFrench In Minutes. 30-Day Guarantee.www.companyname.com/french

Learn To Speak FrenchDownload Your 1st Lesson Free!Listen Instantly on Your Phone.www.companyname.com/french

Desktop Mobile

• Customer is at home• Wants to learn French for an upcoming

NYE vacation, but isn’t sure how the program works or of the cost

• Seeking a guarantee

• Customer is on the subway• Wants to learn French during commute• Wants to learn fast on mobile

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I-WANT-TO-GO…Ice Skating

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I-WANT-TO-GO…Ice Skating

Desktop Mobile[City] Premier Ice SkatingFamily Friendly Ice Skating. ReadReviews, Purchase Tickets Online.www.venuename.com

[City] Premier Ice SkatingRink Near By. Open Until 11:30.Reserve on Mobile for $5 Off.www.venuename.com

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I-WANT-TO-GO…Ice Skating

Desktop Mobile[City] Premier Ice SkatingFamily Friendly Ice Skating. ReadReviews, Purchase Tickets Online.www.venuename.com

[City] Premier Ice SkatingRink Near By. Open Until 11:30.Reserve on Mobile for $5 Off.www.venuename.com

• Customer is at home researching where to take the family ice skating

• Reads reviews to check that venue is family friendly

• Wants to purchase tickets online

• Customer is on the go• Wants to go ice skating near by• Looking for a mobile coupon• Needs to know the hours

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I-WANT-TO-BUY…A Tent

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I-WANT-TO-BUY…A Tent

Tents at Company NameGreat Selection + Lifetime Warranty. Christmas Eve Delivery Guarantee.www.companyname.com/tents

Tents at Company NameLots in Stock, Read Reviews.Store Near By. Start Shopping.www.companyname.com/tents

Desktop Mobile

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I-WANT-TO-BUY…A Tent

Tents at Company NameGreat Selection + Lifetime Warranty. Christmas Eve Delivery Guarantee.www.companyname.com/tents

Tents at Company NameLots in Stock, Read Reviews.Store Near By. Start Shopping.www.companyname.com/tents

Desktop Mobile

• Customer is at work shopping for her spouses’ Christmas gift

• Wants high-quality tent with a warranty• Needs tent shipped in time for

Christmas

• Customer is on her morning commute thinking about buying a tent as a gift, but not sure what kind

• Wants to browse selections and read customer reviews

• Needs to know store location/hours

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Moments Matter

Context Matters

Creative Matters

Moments Matter

Context Matters

Creative Matters

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10 BEST PRACTICES YOU SHOULD KNOW

1. Add at least 1 mobile preferred ad to each of your ad groups2. Create and test multiple ad variations3. Send users to mobile optimized landing pages4. Utilize ad extensions5. Highlight mobile-friendly user experience6. Use all the levers provided7. Account for misspellings8. Evergreen creative9. Call tracking integration for click to call features10. Review brand performance as CPC’s are increasing industry wide